Woolworths has a fresh new look as part of an Australia-wide rebrand to be rolled out across our supermarket network.

The update to the Woolworths brand is the first in 21 years and represents a fresh look that symbolises a continuing commitment to being "The Fresh Food People". 

The new identity introduces a new icon incorporating a stylised 'W' with the addition of an abstract leaf symbol representing fresh food. It is also reminiscent of one of the most famous of all Woolworths logos used in the 1970s and it represents a person - as in "The Fresh Food People" and the Woolworths focus on its customers.

The new identity will be implemented across all Woolworths supermarkets in a phased approach to new and refurbished stores.

The branding was created by leading designer Hans Hulsbosch of the Hulsbosch Agency who recently updated the iconic Qantas identity.

As part of the move, Woolworths will become be a truly national brand with Safeway stores in Victoria adopting the Woolworths name. 

Woolworth' new brand follows on from an extensive store refurbishment program which many customers are currently enjoying. This program sees more welcoming stores with less clutter and wider aisles giving our customers a more pleasant shopping experience.

It may be a fresh new look but the same great value, choice and quality fresh food which Woolworths is famous for will remain.

Woolworths supermarkets have become an Australian retailing success story since first opening as "Woolworths Stupendous Bargain Basement" in Sydney's Imperial Arcade in 1924.  Since then Woolworths and Safeway supermarkets have grown to more than 780 across Australia, employing 107,000 staff. 

The first store to carry the rebranding is Mona Vale Woolworths in Sydney's Northern Beaches with a selection of other stores to be rebranded over the coming months.