Confectionery company Darrell Lea is poised to roll out a new logo and a new look for its products six months after its sale to the Quinn family.
The family purchased the iconic confectionery firm in September last year from the Lea family, which owned the firm for 85 years until it was placed into voluntary administration in July last year.
The company's new general manager, Klark Quinn, said the new packaging and branding for the company's confectionery product lines was just one of the steps being taken to revitalise the long-standing brand.
Other changes include the by-passing of the chain's traditional retail network in favour of more mainstream retail channels, and the construction of a brand new multi-million dollar facility in Western Sydney.
He said the company was working on a semi-soft changeover for the packaging change.
“We’re going to do hard changeover internally, from a particular day sometime in May when we are going to change all our new packaging,” Quinn said.
“Then by June all of our new packaging will be out there in the market."
The new look and some additional packaging innovations would be about modernisation and also about convenience, he said.
The new company logo has been totally revamped, and will be based around a new tag line “Everyone's”, which Quinn said was a tribute to everyone in Australia who had backed the company through its recent troubles.
The new logo will feature a bubble with chocolate on top, and the top and bottom of the new packaging will use the iconic candy stripes from Darrell Lea's classic “Bo Peep” small hard sugar candies.
He said the company had to date spent over $1 million in equipment to facilitate the new packaging.
Darrell Lea gets a new logo as part of a packaging revamp by its new owners.
