Maggie Beer Holdings

Rebranding

Maggie Beer Holdings, formerly Longtable Group, owns three premium food brands, St. David’s Dairy, Paris Creek Farms and Maggie Beer Products - recognised throughout Australia for home grown goodness and authenticity.

Transforming an Iconic Australian Food Brand

Having acquired a 100 per cent stake in Maggie Beer Products in April 2019, ASX-listed Longtable Group decided to rebrand.

They felt the Maggie Beer brand had more credence in the market than the Longtable Group brand, and decided to restructure the company to reflect its popularity by changing their name to “Maggie Beer Holdings”.

The Rebranding Brief

A new logo was to be designed and the brief was that it must reflect the existing Maggie Beer retail logo without being the same and become recognised by shareholders.

Our Approach

We chose to follow the lettering positioning of the retail logo to provide the recall and kept the orange colour to retain connection to the Longtable Group logo.

The new logo was revealed to shareholders throughout their 2020 Annual Report, their 100-page reflection on the year and showcase for their beautiful products.

The Results

The new brand identity was adopted with overwhelming support of the group’s shareholders, and quickly rolled out through branded assets.

We did as we do best and implemented changes through the MBH’s website, introducing a fresh new colour palette while retaining the familiar feel of the existing site.