Rebranding of Safeway To Woolworths
On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand "Woolworths". The logo, which had been in use for 21 years, was replaced with a brand image with a new green tinted icon representing the "W" in Woolworths with the addition of a stylised leaf to suggest fresh produce. It is also reminiscent of a 1970s Woolworths logo. However, the company's slogan, "The Fresh Food People", which is known throughout Australia, remains as a part of the new branding.
Woolworths indicated that Safeway supermarkets at Camberwell and Preston would be among the first to be re-branded. However, a newly constructed supermarket at Chadstone Shopping Centre became the first Safeway to be rebranded as a Woolworths prior to opening. The entire rebranding process has been calculated to take approximately five years, ending in early 2013.
Read more about this topic: Safeway (Australia)