Bega Group unveils major rebrand as it evolves beyond ‘just cheese’

Bega Group is changing its signature colour from red to green as part of a new brand identity that will be rolled out across the business to reflect its evolution from ‘just cheese’ to a multi-category food and beverage company

The F&B giant has several brands under its lineup, including Vegemite, Dare, Farmers Union, Dare, Zooper Drooper, and the recently acquired Lion Dairy and Drinks portfolio.

Following what it describes as an extensive insights-led process, the group said it felt it was right to evolve the corporate brand. Existing product brands (including cheese and peanut butter) would continue to use the red logo, but the new identity will serve to unite all business units as a single group. 

The company worked with design group Edison Agency to capture the “heart of the Bega Group Culture”, with the evolved brandmark still reflecting the business connection to its home in Bega Valley. 

“The Bega Group is a rare find in business today – strong, innovative but exceptionally humble,” said Amber Bonney, founder and head of strategy.

Aside from a new brandmark, the agency developed a comprehensive new print and digital design system, including a bespoke purpose signature, a dynamic new colour palette, photography, an image bank, an infographic library, wayfinding, truck livery and marketing collateral templates.

“Following several acquisitions in recent years and a significant transformation of the company, it was important that we represent the Bega Group of today and how we continue to serve all Australians with great food for a better future,” said Bega Group CEO Paul Van Heerwaarden. 


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