Rosella is set to unveil a new logo this November, which the company claims will be the most dramatic change in the company’s visual identity for 20 years.
According to Senior Brand Manager, Kristine Dalton, “The most immediate change is the rosella bird itself. We have revisited the grassroots of our original logo whilst preserving the distinctive, native Eastern rosella and have given it flight to represent the company continuing to keep pace with modern Australian eating.”
“We believe the change will be welcomed. The new design will appeal to a new generation of Australian families by capturing the essence of our Australian Spirit, our vibrancy, energy and our free spirit.”
Designed by Melbourne Design House Disegno, the logo represents the company’s colourful history in a modern and evolving style.
“As an organisation so engrained in Australian culture, we are excited for this change to continue our longstanding relationship between the Rosella brand and customers,” concluded Dalton.
The new logo will first appear on the 600ml sauce bottle, on shelves nationally in all Coles, Woolworths and Independents late November.