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UK-based multiple Majestic has announced the roll-out of a new logo selected by its staff in a company-wide vote.

The company, which has around 200 stores nationwide as well as an outlet across the English Channel in Calais, had found that its most recent logo was seen by consumers as being “too far away from what [they] recognised about our old look”. The refresh sees the presence of a wine glass removed to be replaced by a bunch of grapes after a round of focus groups concluded the glass looked “cheap”. 

Majestic said the new logo, which was backed by almost 75% of staff in the vote, will be applied across its retail estate as well as on its redesigned website that goes live next month.

“For me, a rebrand should be part of an evolution – not revolution,” said group CEO John Colley. “We were perhaps guilty of moving too fast and too far away from what our customers recognised and loved about our old look. It’s an exciting new identity as we develop our next chapter.”

Majestic was acquired last year by an investment group owned by Japan’s SoftBank Group for GBP95m (then-US$115m). Following the closure of stores earlier this year due to the coronavirus pandemic, the company commenced ‘click & collect’ operations in late-May.

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By GlobalData