Irish retail group Musgrave has unveiled a new brand identity to highlight both the development and heritage of the business.
The rebrand aims to raise the profile of the Musgrave brand and celebrate the anniversary of brothers Thomas and Stuart Musgrave, who launched the business 140 years ago.
The new brand identity is rooted in Musgrave’s stated purpose: ‘Growing Good Business’ and the design is a mix of old and new. The new logo (above), for example, is a modified version of the chairman’s signature from 1902.
The group is Ireland’s largest private sector employer with more than 35,000 people in the Republic of Ireland. It owns retail and wholesale brands including Centra, Daybreak, SuperValu and MarketPlace.
The organisation has ambitious growth plans. The recent rollout of new artisan takeaway coffee brand Frank & Honest and a partnership with Alibaba exporting SuperValu products to China are some of the recent business developments.
“The Musgrave business has been evolving for 140 years - change is part of our DNA,” said Chris Martin, CEO of Musgrave. “As we continue to evolve and grow into the future, this new identity will support our ethos of Growing Good Business as we continue to expand our retail, wholesale and export offering.”
Agency BrandCap was responsible for the design.