Dessert brand Sara Lee has relaunched with a new identity brought to life via Disegno, an indie brand design agency.
Sara Lee is a recognisable food brand for many Australians. This new brand refresh covers strategy, positioning, brand identity, and packaging design that has already delivered commercial momentum.
The rebrand reimagines Sara Lee for a new generation while building on its legacy. It comes just 18 months after entering voluntary administration, which saw new owners Klark and Brooke Quinn acquire the brand in January 2024 and move quickly by appointing Disegno to lead a complete rethink of how Sara Lee can reach consumers.
At the heart of the rebrand is the tagline ‘ Tastes Like Home’.
“Consumers never fell out of…