Sara Lee has broken the locks on a new visual identity aimed at emotionally reconnecting with contemporary Australian consumers. The brand design agency Molasses was tasked with developing the strategy and positioning for this brand refresh.

Molasses, an independent FMCG specialist brand and design agency, was responsible for creative shopper mapping and communications, as well as point of sale collateral. The agency aimed to create a future-focused, vibrant visual identity system and campaign execution for Sara Lee.

The new brand positioning, titled ‘Bring the Love’, seeks to emotionally reconnect with modern Australian consumers. Molasses conducted extensive market research and full immersion into Sara Lee’s business and brand to develop this new positioning. The brand refresh is designed to be flexible and applicable across various occasions, product launches, sales promotions, campaigns, and social communications.

Category and brand strategy manager at Sara Lee, Tarryn van Romburgh, said “Molasses brought Sara Lee’s vision to life, crafting standout and compelling master brand campaign. Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.”

Co-founder and brand director at Molasses, Dan Parritt, stated, “With a brand as loved as Sara Lee we needed to create something iconic. Eating is one of the most emotional things we do every day and we wanted to celebrate that, reconnecting through a brand promise of ‘Bring the love’ with Sara Lee – be that a moment to share a cheesecake at a get-together, at home or simply taking time to yourself.

“This is more than a tagline, it’s a visual identity system. A flexible platform that builds a dialogue across the customer journey, the brand refresh is translatable across occasions and moments, including product launches, sales promotion, campaigns, social communications and more.”