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How Sweet It Is – Rebranding Queensland Sugar


QSL is a Queensland based sugar marketing and logistics organisation providing services to the Australian and international sugar market. In 2009 the decision was made by the then Queensland Sugar to rebrand. The motivation was to reposition the business, post deregulation of the sugar industry, from the market perception of a government department, to a dynamic global player in the sugar marketing and export business. We worked with QSL to create a brand that would enable them to compete more effectively in the international sugar arena and act as a lever for positive cultural change within the organisation.


Lloyd Grey were cognizant of the enormous amount of brand equity associated with the Queensland Sugar brand. This equity was born of Queensland Sugar’s long standing positive business relationships, its commitment to quality and its enviable buyer network in the Asia Pacific region. Our strategic branding approach allowed us to harness and protect the existing brand value while giving the brand a clear pathway to a successful future.


The acronym, QSL was chosen as the successor to the Queensland Sugar name. This option allowed QSL to capitalize on a rich history and extensive networks while opening up a whole new world of business opportunity outside its native Queensland. The name and brandmark has been applied by the team at Lloyd Grey to the full suite of collateral and signage within the QSL network including corporate and mill signage, website, marketing materials, conference tools, corporate profile, intranet, annual reports and stationery.

The new name, brandmark and look and feel has captured the attention of international customers, energized the QSL team and created an enduring foundation for QSL’s continued expansion.

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