Sabrands has opted for a new logo on its Rosella-branded tomato sauce bottles.
The Eastern Rosella will remain the centrepiece of the logo, but now the bird is spreading its wings.
The Rosella brand was acquired by Sabrands after the collapse of the manufacturing operation under its previous owners Gourmet Food Holdings.
According to Sabrands, the new logo, created by Victoria-based design agency Disegno, is “the most dramatic change in the company’s visual identity in 20 years".
"We've revisited the grassroots of our original logo whilst preserving the distinctive, native Eastern Rosella and have given it flight to represent the company continuing to keep pace with modern Australian eating," a spokesperson said.
The new Rosella logo will first appear on the 600ml sauce bottle.
