Rewe Group rolls out a new logo. Old and new designs will run side by side

Rewe Group started using a new logo and corporate design on 1 October 2026, the German retailer said in a press release. In the new Rewe Group logo, the words Rewe and Group stand side by side and carry equal weight. Studio Jörn Beyer worked with the company on the strategy and the design.

Rewe Group owns supermarket and discount chains such as Rewe, Penny and Billa, plus the travel business Dertour. It had more than €100 billion in revenue in 2025 and about 380,000 staff in 21 European countries. It is a cooperative and was founded in 1927.

Rewe Group writes a new mission line in German

The redesign follows a new mission statement. In German it reads “Für ein besseres Leben. Gemeinsam. Genossenschaftlich. Für Generationen.” In English that is roughly: for a better life, together, cooperatively, for generations. The company says the cooperative idea is the core of the brand.

The new look mixes elements from the group’s history with a wider set of colours. Rewe says the system is meant to be modern, digital, accessible and easier to use outside Germany. Ines Juen, who runs corporate communications, said the design gives the group’s sense of community a face.

Billa, Penny and Bipa in Austria sit under the same parent

Austrian trade title Horizont noted that the parent brand also covers Rewe’s Austrian chains, including Billa, Penny, Bipa and Adeg. The release covers the group brand. It does not say the store chains will change their own logos.

The group already sells ads in its stores. Toom retail media runs in more than 300 Rewe Group stores.

Rewe Group swaps materials only when they are due for renewal

Other large firms have refreshed their corporate brands this year. Novo Nordisk dropped Nordisk from its brand in its own redesign.

Rewe has chosen a slow switch. The change started on 1 October and runs in phases. Old and new materials will be seen side by side for some time. Rewe will replace signs, forms and other items only when they reach their normal renewal date, which it says saves resources.