wow factor

I wasn't happy with Woolworth's claim about their new Fresh Food logo when they released it... "Australia's new symbol for Fresh Food"
Now Apple are challenging the design.

This will be interesting to watch.
While Woolworths claim to be the "Fresh Food People" they also retail Mobile Phones, Petrol, Booze, Specialist Electronics, Gambling, Home Hardware etc. Their "Peeled Apple" logo features in some of these non fresh food retail outlets, so attention from Apple is understandable.

Australia's biggest supermarket chain is getting a bit carried away with itself.

Today they begin a massive rebranding exercise with this new logo.

On their website they accompany it with the following..

"Australia's new symbol for Fresh Food".

When companies start to think of themselves as "countries" I start to wonder.
If Australia ever gets symbol for fresh food, I'll let you know.

As for the logo, "skinned", "hollow", "empty" and "veneer" come to mind.

By all means replace the previous tagline, "Fresh Food People", with an expensive new logo. Just don't presume it's a National symbol.