Maggie Beer Holdings
Rebranding
The Client
Formerly known as Longtable Group, this ASX-listed company manages a portfolio of premium food brands recognised for their authentic, homegrown values. Following a key acquisition in 2019, the group made a strategic decision to rebrand in line with its most iconic and consumer-trusted name: Maggie Beer.
The Brief
After acquiring a 100% stake in Maggie Beer Products, the leadership team recognised that the Maggie Beer name carried significantly more brand equity than the parent company’s existing identity. The decision was made to reposition the group at a corporate level, renaming it Maggie Beer Holdings in a move designed to better reflect the strength of its most beloved brand.
The rebrand needed to speak confidently to shareholders, while visually distinguishing itself from the consumer-facing Maggie Beer Products identity.
Project Overview
Client
Maggie Beer Holdings
Industry
Food & Hospitality
Services
Graphic Design
Website Development
Key Outcomes
Branding
Graphic Design
Website Development
Our Approach
Our design brief was clear: develop a new corporate logo that felt aligned with the Maggie Beer brand without duplicating it, creating something that would feel familiar, yet appropriately distinct in a shareholder and business context.
We retained the typographic structure of the existing Maggie Beer Products logo to preserve brand recognition, while introducing elements from the previous Longtable Group identity as a nod to the company’s evolution.
The Outcome
The name change to Maggie Beer Holdings and the accompanying visual identity were received with strong shareholder support.
The rebrand was rolled out across corporate communications, investor relations materials, and the group’s website, where we implemented a refreshed design and refined colour palette to align with the new identity.
The result is a unified, future-focused brand that leverages legacy while positioning the group for continued growth and recognition in the Australian food sector.