Musgrave unveils new brand identity

Musgrave's new logo is a modified version of its chairman in 1902's signature, reflecting the company's 140 year heritage

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12 May 2017 | 0

To celebrate the anniversary of brothers Thomas and Stuart Musgrave launching the business just over 140 years ago, Musgrave has unveiled a new brand identity.

The company has revealed a new logo – a modified version of the Musgrave chairman in 1902’s signature – which will now rollout across the entire Musgrave business.

Commenting on the new brand identity, Musgrave CEO Chris Martin described it as “a symbol of Musgrave’s heritage and the pride we share in being a sixth-generation Irish family business”.

He added that the new identity “will support our ethos of Growing Good Business as we continue to expand our retail, wholesale and export offering”.

Musgrave’s brands comprise SuperValu, Centra, Daybreak and Marketplace. Together with its retail partners, the business employs over 35,000 people in the Republic of Ireland alone – making it the State’s largest private sector employer.

Musgrave’s Growing Good Business strategy has also seen the company explore new opportunities, including the rollout of Frank & Honest, its new artisan take away coffee brand which has been launched in SuperValu and Centra. The strategy has also encompassed the development of a food emporium at its Musgrave Marketplace in two locations in Dublin; the launch of Chipmongers, it’s new foodservice franchise; and export to China through a partnership with Alibaba which has seen Musgrave start to export SuperValu products.

“Food retail is our core business and we are focused on strengthening the leadership position of our brands through our food leadership agenda, through investing in digital and by building on the foundation of our success,” Martin added.

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