The Best Food in the Business

George Weston Foods



  • Client:
  • Completion:
  • Size:


You may ask ‘who are George Weston Foods?’ and if you aren’t involved directly with the corporate world that would be a fair question. Here are two little known facts; 90% of Australians eat one of their products every day of their lives and 75% of Australian wheat is processed and distributed by Weston Miling. This is primarily because 70% of the bakery aisles in both Woolworths and Coles are GWF brands, along with Don KRC small goods and Jasol cleaning products, chances are you have bought or used a product produced by this company. Some of the better known brands are; Tip Top, Abbott’s Village Bakery, Burgen, Mills & Wares, Golden Crumpets, Big Ben, Bazaar, Watsonia, Bagel House, TopTaste, Don, KR Castlemaine, AGB, Weston Milling, Cereform & Jasol. Most of these brands (and more) are sold by the GWF Foodservice division to commercial kitchens, BrandCulture were accountable for creating the definitive set of brand guidelines and brand awareness advertising campaign in conjunction with trade show multimedia reels to promote the offering of this newly formed division.

George Weston Foods was established in 1946 and has prospered since, this strong lineage of excellent food production and marketing has kept GWF ahead of the game in Australia and abroad. BrandCulture were invited to visit two key properties; Tip Top in Chullora is the biggest bakery in the southern hemisphere and an impressive sight to behold with multitudes of lorries in and out of its loading docks every day, and the Enfield milling plant with its giant ‘robotic’ machines shaking flour and hundreds of massive pipes shifting tonnes of flour around the five storey plant with train loads of wheat drop off their consignment relentlessly day and night… you can only imagine the logistics Weston Technologies has to manage and maintain every day. There can be no ‘downtime’ in an operation of this size. This is where the concept behind the ‘string art’ installation in the reception came about; the massive complexity of machines and human resources behind the suited, friendly and passionate executives representing the corporate face of the company who work from these North Ryde headquarters.

BrandCulture were invited to present our work and later that day we were awarded the project. Two pioneering thinkers: John Wardley (Director of Innovation) and Caroline Egan-Strang (then – People and Culture) made the decision to put forward our creative services with the aim to influence and promote the evolving culture within George Weston Foods. The branded environment we created for Foxtel owned xyznetworks was referenced for its unique approach to recognising the multiple stakeholders in the environment and their individual brands. Read more about the xzynetworks project here…

George Weston Foods is made up of seven divisions each containing multiple departments all with bespoke needs of their own. Wendy Lenton (Human Resources Director) previously at Vodafone, was another driving force behind the evolving culture and approved work on the refreshed GWF Identity with subsequent guidelines and associated internal comms collateral. Creating a better place to work was essential for GWF to become an employer of choice (as was the case with our Sydney Water project) and this starts with a strong internal brand with an awareness of its vision and values. Essential when you consider that GWF’s parent company is the corporate giant Associated British Foods Plc, one of the world’s leading food companies.

By mid 2010 George Weston Foods (GWF) were underway in their commitment to move into a new office of nearly 10,000 Square meters. The location of choice was North Ryde on Talavera Road, the location of choice for many of Australia’s well known companies and their brands. The space was secured by Colliers international, a leader in global real estate services, bringing a ‘best practise’ approach to the design of the office environment as part of the evolving culture at GWF.

The George Weston Foods offices at North Ryde comprise of two relatively large floors, each around 5,000 Square meters. The new open plan environment was geared towards the changing mindset from siloed business units into an integrated open culture. Apart from the impressive meeting rooms and breakout spaces, there is a serious commercial grade kitchen that would impress any budding MasterChef! This state of the art kitchen facility is testament to the GWF innovation drive, it not only allows for new recipes and ideas to be explored but also houses a tasting room adjacent to the kitchen. The reception area is generously proportioned and leads you through the heart of the building using an interconnecting staircase.

Approach to the concept

From the reception you are greeted by the floor to ceiling ‘string art’ installation sandwiched between two glass walls, you can see straight through to the reception area from the lift lobby. On the front is the GWF Identity and it’s 6 divisions listed with lines emanating across the wall and tracing the strings inside. Behind the reception you see the Identity recessed into vertical white beams protruding from the wall and just below on the front of the desk it reads ‘The Best Food in the Business’ – the new Brand Positioning line BrandCulture workshopped with the executive leadership team to clearly communicate GWF’s commitment in peoples minds when they come to the office.

The boardroom is covered in phrases taken from a company-wide employee interview programme undertaken initiated by Wendy Lenton to ascertain the general sentiment the workforce had for GWF. There was a overwhelming sense of PRIDE (an acronym for the values; Passion, Responsibility, Integrity, Drive and Empathy) that comes though when you walk the corridors at GWF, the people who work there are committed to what they do and the HR team is making sure they know just how much they are appreciated with an excellent recognition programmes, workplace flexibility and other incentives. The main workplace positioning statement is’ people are our best ingredients’ and the HR team is living up to expectations!

We approached the everyday touch-points in the environment with ‘consumer moments’ in mind, after all they are the life source of the company. The breakouts and study pods throughout the office are adorned with subtle images of consumers ‘in the moment’; East is breakfast, North is lunchtime, south is family dinner time and west is evening snacks.

Every division has a floor to ceiling pin board to workshop its current thinking in the new collaborative work space, printed into the pin boards are iconic images from the brands, a great backdrop and reminder of what their consumers are connecting with. This works in conjunction with vertical signage attached to the power blades (conduit taking cables from ceiling to desk) to identify the start and end of each corporate division, maintaining the sense of pride within the groups.

This project was shortlisted in the Identity/Branding category of the 2011 Create Design Awards and published in the August 2011 issue of desktop magazine also published in APD #7, 2011: www.sandu360.c0m


For further information Click Here

Who we work with Click Here

Keep viewing our portfolio Click Here

Work with us Click Here


BrandCulture Communications Pty Ltd (BrandCulture) collects information provided by users of this website in a database. BrandCulture may use this information to generate follow-up messages and statistical reports. BrandCulture does currently not share or sell this information to third parties. By using this website you agree to BrandCulture owning this information.

BrandCulture Communications is an ethical service based company and our staff believe in corporate social responsibility and do not intend to offend with our work or opinions, if you would like to make comment please email your concerns to

BrandCulture staff and members of this website can make comments and may reference images and content from other websites and other forms of media.  The copyright of this content remains with the original publisher who will (where possible) be referenced in connection with the referenced piece. If you believe there are any copyright infringement issues or would like to ask a question about anything on the website please contact



Access to and use of this Internet Web site (referred to as this “Site”) is governed by the terms and conditions set forth below, as well as any applicable laws, statutes, ordinances and regulations. By browsing, visiting or otherwise accessing or using this Site, you agree to abide by the terms and conditions set forth below. As used in this Site, the term “BrandCulture” is intended to include BrandCulture Communications.

Copyright Notice
This Site is protected by the copyright law of Australia, and may be protected by the copyright laws of other countries and jurisdictions as well. Except as specifically permitted in accordance with the terms and conditions governing use of this Site, any copy, other reproduction, display, performance or retransmission of all or any of the contents of this Site is strictly prohibited. All rights reserved. Please see the section below entitled “Notice Concerning the Use of Documents, Images and Information on this Site.”

Use This Site at Your Own Risk
Every user who visits this Site does so at her or his own risk. BrandCulture Communications makes no representations or warranties of any kind as to (a) the accuracy or completeness of the information or materials contained in this Site, and assumes no responsibility for any errors or omissions in the contents of this Site (which may include factual or typographical errors and/or technical inaccuracies); (b) the availability for use of any copyrighted, trademark or otherwise proprietary materials of third parties which may appear in this Site; (c) the presence or absence of computer viruses or other bugs which third parties may embed in or attach to this Site without BrandCultures knowledge or consent; (d) any software made available for downloading, copying or other use through this Site; or (e) the merchantability, fitness for use, title and/or non-infringement of any or all of the contents of this Site. Regarding communications with BrandCulture through this Site, BrandCulture makes no representation or warranty concerning the security of any data transmitted to BrandCulture, including information relating to potential employment or applications therefor, or any other matter. BrandCulture shall treat any data or information transmitted to BrandCulture through this Site as non-confidential and non-proprietary. Neither BrandCulturenor any other party involved in the creation, production or delivery of this Site, or whose materials or information appear in this Site assumes or accepts any liability, regardless of whether based on contract, negligence, intentional wrongdoing or liability without fault, for any costs, losses, damages (whether direct, indirect, compensatory, special, lost profits, liquidated, consequential or punitive), arising out of or in any way in connection with the user’s access to, browsing of or use of this Site or any of the contents of this Site, without regard to the source of such contents, or with the unavailability or failure of performance of this Site for any reason.

Notice Concerning the Use of Documents, Images and Information on This Site
Documents, Images and Information Proprietary to BrandCulture, including the contents of descriptions of BrandCulture businesses, biographical descriptions of its representatives and personnel, press releases and other public notices, together with any associated graphic elements (collectively referred to as “BrandCulture Materials”), may be copied, reproduced, downloaded or otherwise used provided the following terms are adhered to strictly: Copyright notice in the form ” 2004 BrandCulture Communications. Used With Permission. All Rights Reserved.” must appear in every copy or reproduction of such BrandCulture Materials. The BrandCulture Materials may be used solely for non-commercial purposes such as informational, entertainment and personal use, and shall not be further copied, uploaded to any network, intranet or Internet, rebroadcast or retransmitted, or otherwise disseminated in any medium without the express written permission of BrandCulture. The BrandCulture Materials may only be used in their entirety, without alteration, editing, condensation or editorial comment, and any graphical elements contained in the BrandCulture Materials may not be used separately from the other elements with which they are associated. The BrandCulture Materials shall not be used to ridicule, disparage, harass or annoy any client of BrandCulture. No other use of BrandCulture Materials shall be permitted. The BrandCulture Materials available for use as set forth above do not include the design, layout, arrangement or distinctive elements of this Site, or of any other Internet Web site maintained by BrandCulture or its divisions, subsidiaries or affiliated companies.

Documents, Images, Information and Other Materials Proprietary to Others The contents of this Site may from time to time contain documents, images, information and other materials not proprietary to BrandCulture, such as photographs, clip art, film clips, musical passages, audio track or sound effect elements, or the names, tradenames, trademarks, logos or designations of third parties (including present and past clients of BrandCulture or its featured personnel). All such materials will be referred to as “Non-BrandCulture Materials.” Non-BrandCulture Materials may also include from time to time articles, data, information, images, artwork, graphics, music, audio or other elements published in newspapers, magazines or other media or venues, and may include the name, tradename or trademark of the medium or venue in which such materials were published. Any use whatsoever of any Non-BrandCulture Materials is strictly prohibited unless the prior written permission of the appropriate third parties has been secured.

For the convenience of users of this Site, one or more links to other Internet Web sites may appear from time to time. Except for Internet Web sites maintained by divisions of BrandCulture, the Internet Web sites to which links are provided in this Site are not under the control of BrandCulture. BrandCulture assumes no responsibility for the contents of any non-BrandCulture-linked Internet Web site, or for any potential damage arising out of or in connection with the use of any such link. In addition, the existence of a link between this Site and any other Internet Web site is not and shall not be understood to be an endorsement by BrandCulture of the owner or proprietor of the linked Internet Web site, nor an endorsement of BrandCulture by the owner or proprietor of such linked Web site.

Unsolicited Materials
Please note that it is a policy of BrandCulture not to accept or consider unsolicited creative, production-related or other materials of any kind. BrandCulture will consider any and all materials, including proposals, ideas, concepts, drafts, rough cuts or finished work product submitted through this Site, not to be confidential or proprietary and to be freely available for use without compensation or payment of any kind.

Any software made available for downloading, copying or use through this Site is proprietary to the individual or entity making such software available. Downloading, copying or other use of such software is subject to the terms and conditions of the software licensing agreement relating to such software.