SPC announces rebrand, unveils new corporate vision and logo

Food and beverage manufacturer SPC has launched a new corporate brand proposition that will house its family of brands, as part of a rebrand that also sees the company unveil a new logo.

The Australian company, which has been in the market for over 100 years, has unveiled its new corporate brand and vision ‘It’s Time For Better’.

SPC has  launched a new logo

SPC’s brands include SPC consumer, Goulburn Valley, Ardmona, Kuisine, Provital and Pomlife, and the manufacturer said the new corporate positioning has been released to support growth strategy, as well as the diversification of its portfolio of products and brands.

With SPC investing in the Australian agri-sector through initiatives like the Pomlife and Kuisine acquisition as well as its collaborative joint venture with Döhler, the new vision aims to highlight SPC’s position as a food leader that also sells value-added innovative products.

The creative was done by Key Agency, and SPC said the new logo represents a “dynamic sun”, designed to symbolise hope for a better tomorrow.

The sun represents the company’s global vision while retaining a link with nature and Australia.

Chief commercial officer Bree Vidovich told Mumbrella the rebrand came after customers said they weren’t always clear which products were created by SPC.

“Mental availability is crucial to succeed in retail – but if the brand elements don’t work it is hard to create the outcomes you want. That’s why we kept it familiar but introduced new elements that make it work so much more effectively for us.

“We’ll be investing more than ever in the brand – supporting our retail partners and engaging consumers. So we’re confident we’re only going to grow on an already strong position.

“At the end of the day, it’s about not looking at the identity as a shift, but rather the identity as part of a massive effort to introduce Australia to better food choices that start way back with the growers here, and our global suppliers.”

SPC’s rebranded corporate website

SPC chair Hussein Rifai, said the rebrand pays respect to the heritage of the brand. “This is a really exciting time for all of us here at SPC as we build a global company that will play a positive role in feeding the world.

“Paying respect to our heritage, we will nurture our roots here in Australia; deepen them and branch out to ensure we reach the rest of the world.

“Our goal is to inspire Australian businesses and governments to collaborate on the long term security and viability of food manufacturing in Australia. We will also work alongside international governments and global businesses to distribute high-quality, wholesome food around the world.”

SPC CEO Robert Giles said the changes come after the company launched over 100 new food and beverage products in 2020, despite the global pandemic.

“Over a long period, we have seen an increase in reliance on foods imported from overseas which has resulted in losing the skill and expertise of agri-businesses in Australia.

“To safeguard Australia’s food security we need to protect our intellectual property in creative foods as well as foods of the future. We also have to create more valued-added food products so that we can stand on our own two feet and take our products to the world.

“We firmly believe that it will be manufacturers and innovators like SPC who will help drive Australia’s post-COVID economic recovery.

“We must all take the opportunity to support those businesses so they can become leading brands that service not only the Australian population but the world.”


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