My goal in rebranding Uncle Tobys was to establish a contemporary logo to draw in new customers and engage a younger audience. At the same time, I wanted to preserve the beloved Uncle Toby’s charm and the recognisable brand look/feel that loyal customers cherish.

A couple of reasons inspired me to head in this direction. Uncle Toby’s is well positioned in the market and I was conscious of the current brand style guide. I wanted to incorporate a script font into the logo, as I notice this is used quite frequently on UT collateral, such as digital assets for headings and copy.

The current Uncle Toby’s logo is outdated. Whilst the iconic graphic of two individuals within the ‘O’ may be valuable for brand recognition, I believe it doesn’t accurately represent contemporary Australia and the current Uncle Toby’s consumer base. This direction is right for my client, as I believe the positioning of the wheat flows well with the copy, creating an effective

lock-up that will be successful on various products, and digital branding. I wanted to keep the logo simple, yet effective, and recognisable.

The utilisation of the red and white color scheme will resonate with loyal consumers who can easily recognise the branding as the logo doesn’t stray too far from the original style guide.

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