Oscar Group Australia

Since 1958, Oscar Group Australia has proudly operated within the healthcare industry, manufacturing high-quality products that are trusted by some of the nation’s largest retail chains. Over decades of growth and success, the company expanded its portfolio and acquired additional businesses. While this broadened its reach, it also created brand dilution and inconsistencies in how Oscar Group was perceived in the market.

Handle Branding was engaged to lead a full rebrand clarifying the company’s core offerings and developing a contemporary identity system that could support its next chapter of growth. Our process involved deep discovery, stakeholder engagement, and brand architecture mapping to ensure every product line and acquisition could be positioned under a clear, unified brand framework.

The result was a revitalised brand identity and voice: modern, confident, and adaptable. We built a complete visual and verbal system, including logo evolution, colour palette, typography, tone of voice, and key messaging. This framework was applied across packaging, corporate communications, digital assets, and internal materials, ensuring a cohesive experience for customers, partners, and employees alike.

The new Oscar Group brand honours its heritage while equipping the business with a strong, future-ready platform—one that reflects its scale, expertise, and ambition within the healthcare industry.