Founded in 1865, Arnott’s is Australia’s best-known and respected biscuit brand. It has an established reputation for quality products and has always maintained a strong visual presence through a number of characteristics that have been consistently used since the brand’s inception.

Since inception there have been numerous incarnations of the famous parrot trademark, as well as a multitude of variations of the widely known Arnott’s biscuit manufacturer’s logotype. The revised brand identity was initially applied to the well-recognised Arnott’s red trucks and over 230 product packages.

Identifying and redrawing the key elements that best represented the traditions of the brand, provided continuity and a more contemporary platform for application to hundreds of products.