Woolworths is the largest supermarket chain in Australia, owned by Woolworths Limited

Woolworths Limited

Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...

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Woolworths Limited was founded in 1924, with the first store opening up in Sydney

Sydney

Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people...

's Imperial Arcade.
On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand 'Woolworths'.

The logo, which had been in use for 21 years, was replaced with a new brand image, designed by Hans Hulsbosch

Hans Hulsbosch

Hans Hulsbosch is an Australian designer, responsible for the development of many of Australia's leading brand identities including Qantas and Woolworths.- History :...

 with a new green tinted icon representing the 'W' in Woolworths with the addition of a stylised leaf to suggest fresh produce.