SYDNEY, AUSTRALIA – Australian dessert icon Sara Lee has unveiled a vibrant new visual identity and brand positioning under the tagline “Bring the Love,” developed in partnership with independent brand design agency Molasses. The refresh marks a significant milestone for the heritage brand aimed at strengthening its emotional connection with contemporary Australian consumers while honouring its rich legacy.
Established in 1971, Sara Lee has long held a place in the hearts and freezers of Australian households. Known for its indulgent range of frozen cheesecakes, pies, crumbles and ice creams, the brand continues to uphold traditional recipes and quality ingredients, including real eggs, fresh cream and traditional baker’s flour. Proudly made in Australia and family-owned, Sara Lee’s reinvigorated identity aims to both preserve and evolve its appeal.
Molasses was appointed to lead the brand transformation across strategy, positioning, shopper journey mapping and communication touchpoints, including point of sale assets. The challenge was clear: stimulate category growth and relevancy through a future focused, emotionally resonant platform that speaks to the modern consumer.
At the core of the refresh lies the new brand promise: “Bring the Love.” Developed through comprehensive research and deep immersion in the Sara Lee business, the positioning reflects the insight that today’s consumers seek meaningful, shared moments with family and friends. With Sara Lee at the center, these moments become celebrations of everyday love.
Dan Parritt, co-founder and brand director at Molasses said: “With a brand as loved as Sara Lee we needed to create something iconic. Eating is one of the most emotional things we do every day and we wanted to celebrate that, reconnecting through a brand promise of ‘Bring the love’ with Sara Lee – be that a moment to share a cheesecake at a get-together, at home or simply taking time to yourself. This is more than a tagline, it’s a visual identity system. A flexible platform that builds a dialogue across the customer journey, the brand refresh is translatable across occasions and moments, including product launches, sales promotion, campaigns, social communications and more.”
Tarryn van Romburgh category and brand strategy manager, Sara Lee, added: “Molasses brought Sara Lee’s vision to life, crafting standout and compelling master brand campaign. Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.”
Credits
Sara Lee
Owners: Klark and Brooke Quinn
Category & Brand Strategy Manager: Tarryn van Romburgh
Assistant Brand Manager: Sarah Maxwell
Commercial Director: Karl Davies
Molasses Brand Design
Co-Founder & Brand Director: Dan Parritt
Co-Founder & Creative Director: Kent Stewart
Client Director: Nichole Donovan
