
Design Firm
Client
Project
62
LogoLounge 5
Woolworths is by far the largest grocery chain in Australia with more than
780 stores, but it faces stiff competition. The company and its competitors
have all grown signifi cantly in the past several decades, but Woolworths
stands out for being the most innovative and having remained consis-
tent and strong with its marketing. “The Fresh Food People” tagline and
accompanying jingle are as well known within the country as the kangaroo
or koala.
Another big part of Woolworths’ success is that its stores are run very
much like family businesses: Many of the employees have been there for
ten, twenty, thirty years, ...