Celebrating 150 years in 2015, Arnott’s has unveiled a new visual identity designed to revitalise and re-awaken one of Australia most iconic supermarket brands.

Branding consultancy Landor was tasked with refreshing a much-loved brand to appeal to a new generation of consumers, as well as remaining relevant to long time loyalists. Combating confusing segmentation was a key focus to build a defense against competitor brands and integral to the success of the rebrand.

“Arnott’s is an Australian icon; I grew up with Scotch Fingers and Monte Carlos with a cup of tea, and these are the same biscuits my kids enjoy. We wanted to reflect that history and pride all Aussies feel for Arnott’s in the rebrand, but we also had to make sure it was relevant for the next 150 years,” said Dominic Walsh, managing director at Landor.

The famous Arnott’s parrot now features more prominently on the new packaging and master brand applications. The colour red, synonymous with Arnott’s for generations, was also incorporated back into the new packaging.

Nik Scotcher, marketing director treating says “It’s a rare opportunity and privilege to enhance the visual identity of a treasured Australian icon. It was important to us that the new visual identity would not only attract new generations of Australians to the Arnott’s brand but also celebrate all things our existing consumers love about the brand. The visual identity that Landor has created is distinctive and recognisable, with such a strong and proud display of identity the Arnott’s brand is reasserting its iconic status in biscuit supermarket aisles everywhere”

“The new branding will help Arnott’s not only differentiate from all the other biscuit brands you find in the shopping aisle, but will also celebrate the 150 year history of this quintessentially Aussie brand,” said Dominic.