Woolworths has scrapped the name of its Victorian stores, Safeway, in favour of a single brand nationwide, as part of its first rebrand in 21 years. In addition to abandoning the Safeway name, the Australia-wide rebrand includes a new logo and refurbished stores across its 780-strong network. The Woolworths rebrand, engineered by the Hulsbosch Agency, does not affect the retailer’s “Fresh Food People” motto.
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