Project Overview

Woolworths Group launched their venture capital arm, W23, to better leverage their assets, data, scale and expertise to establish strategic partnerships. As a new business in a new industry, venture capital, they required a brand that spoke to their strength as Australia’s largest supermarket retailer, but that cut through in the entrepreneurial space of start-ups. Tortoise & Hare worked with W23 to develop their core brand assets, brand look and feel, and then roll out the resulting brand.

Customer objective

As a ‘visionary founder’, convince me of the merits of W23 and Woolworths investing in my business.

Business Objective

Develop a simple, fresh, modern and innovative logo and brand that defines this new Woolworths business.

W23 (Woolworths Venture Group)

W23 is the venture capital and innovation fund arm of Woolworths Group, responsible for securing new business ventures for the entire group. Utilising Woolworths assets, data, scale and expertise, they build strategic partnerships that generate joint value. The focus of their investment is in the retail-tech and climate-tech space.


Venture Capital

Company size:

10+ employees, part of the larger ASX listed Woolworths Group 225,000+ employees

Collaborated with T&H:

2019 - ongoing

T&H Services:
Brand Development
Brand strategy & positioning
Brand identity & design
Brand guidelines & tone of voice
W23 brand assets

Logo and high-level brand concepts: The project kicked off with a collaborative logo development exercise. The chosen logo territories were then stress-tested across three concepts, exploring the brand look and feel at a high level.

Brand look and feel and guidelines: The preferred logo and brand concept were then further stress tested and fleshed out to produce the tools required for consistent brand delivery across the business. 

Brand asset rollout: The finalised brand was rolled out across the core brand assets; pitch packs, business cards, media releases, presentation packs, reporting documentation etc. The brand rollout across the website and other digital channels was a quick follow from this project.

W23 brand roll out

The W23 brand has quickly grown to be one of the major players in the venture capital space. Critical investments include Marley Spoon, Eucalyptus, Spoon Guru and Spero.

Tortoise & Hare has continued to work with W23 to develop the brand and ensure it remains relevant in a fast-moving, progressive and entrepreneurial space.

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