The Australian brand revamped its visual identity and introduced a new brand character named "OWen."

"We crafted a dynamic, joyful and onto it personality, matching that sense of possibility and playfulness. And designed a brand identity that embraced their distinctive blue & red and the dash within their logo." according to Principal, the agency behind the change. "We also developed a new brand character – OWen – derived from their master logo. It’s a shorthand version that brings impact and a bit of fun to their digital channels and internal communications."

Officeworks is an Australian company that operates a chain of office supply stores. The company was founded in 1994 and is headquartered in Melbourne, Victoria. Officeworks is a subsidiary of the Australian retail giant, Wesfarmers. The company operates over 180 stores across Australia, making it one of the largest office supply retailers in the country.

Officeworks offers a wide range of products and services, including office supplies, furniture, technology, and printing. The company also offers a range of services such as printing, copying, and binding. In addition to traditional office supplies, Officeworks also sells a variety of other products including art supplies, educational toys, and home office products.

One of the key differentiators of Officeworks is its commitment to sustainability. The company has a range of initiatives in place to reduce its environmental impact, including recycling programs, energy-efficient lighting in stores, and sourcing products from suppliers who have sustainable practices in place.