New Logos and Identity for IGA by Interbrand

Established in 1988, Independent Grocers of Australia (IGA) is a chain of supermarkets in Australia that in contrast to regular supermarket chains — and in particular to local competitors Woolworth and Coles — all stores are independently owned and completely different from each other, with each store setting their own prices, promos, and range of products. Owned by Metcash, an Australian grocery distributor, IGA has over 1,400 locations across Australia and is part of American-based Independent Grocers Association (with the same IGA acronym and same logo) that has over 5,000 stores in over 30 countries. Recently, IGA (the Australia one) introduced a new identity designed by the Sydney office of Interbrand. While customers can walk into any Woolies in Australia and expect it to