A fresh perspective on an Aussie icon.

Kraft Vegemite Jar 3 Sizes Logo by Hoyne Design
Kraft Vegemite Vitamin B Logo by Hoyne Design

Hoyne was tasked with rejuvenating Australia’s iconic sandwich spread. A design more relevant to the modern consumer was required.


Hoyne wanted to align the brand more directly with vitality and activity. We also simplified front-of-pack messaging, telling the Vitamin B story with an icon. The new pack retained the brand heritage while adding modernity and energy.

Kraft Vegemite Large Jar by Hoyne Design