Brand Identity, Packaging Design, Photography


Mondelēz International


Vegemite. It’s an Australian icon. But even icons need to change with the times. Vegemite was loosing relevance to its audience who were being influenced by the changing face of Australian cuisine. There were now more options on the Australian menu than ever before and Vegemite was falling slowly off the radar. Our opportunity was to put Vegemite at the front of consumers minds again and make them rethink its role in their lives.


Our solution firstly respected the weight of the brand we were now the custodian of. With such strong visual equities, changes were subtle but significant. We simplified by removing the Kraft logo and introduced the superclaim ‘B Vitamins for Vitality’, leveraging awareness that the vitamin category had been building. The positioning ‘Start with Vitality’ was bought to life typographically as if it had been written with Vegemite itself, while capturing spontaneity and expressiveness – benefits of vitality.


Australia’s restored love for Vegemite.