In 2023, Woolworths Group announced a full rebrand of all Countdown supermarkets across New Zealand.
As one of the country’s most experienced large scale signage and shop-fitout partners, Displayworks was engaged to take on the majority of the nationwide signage transformation - a project spanning more than two years, sites across the North and South Island, and multiple specialist signage disciplines.
From the initial 180 site visits in 2023 to the final installations in December 2025, Displayworks delivered the strategic planning, manufacturing capability and national installation power required to rebrand one of the country's largest retail networks with precision and consistency.
Countdown to Woolworths: A transformation
With responsibility for the signage rollout across 127 stores, Displayworks managed the end-to-end rebrand for 70% of the entire 180-store network.
With our extensive knowledge and expertise, the surveys, concepts, manufacturing and installations were all managed by Displayworks - with signage manufactured locally at our New Zealand facilities and installed by our in-house teams and trusted national partners.
Deliverables included:
- External illuminated letters and brand logos
- Large-format wall graphics and internal vinyl branding
- Pylon signs and large external structures
- Carpark signage and way finding systems
- Line-marking and directional markings
- Full repainting of store exteriors and interiors where required
This full-service delivery ensured brand accuracy, nationwide consistency and complete quality control from start to finish.
Stores surveyed
Stores rebranded by Displayworks
Years from start to completion
A significant movement for New Zealand Retail
While the rebrand formed part of the Woolworths Group’s wider New Zealand refresh, Displayworks contribution was critical to bringing the new brand to life in communities across the country. With site surveys across all 180 stores and a full rebrand of 127 stores, Displayworks delivered more than just signage — we delivered brand transformation at a national scale.
This project is an example of our proven capability in large scale rollouts and reinforces our position as a leading national signage partner for complex, multi-site retail projects. Displayworks is proud to have led the majority of this transformation, helping bring the Woolworths brand to life across New Zealand’s retail landscape.
While the rebrand formed part of the Woolworths Group’s wider New Zealand refresh, Displayworks contribution was critical to bringing the new brand to life in communities across the country. With site surveys across all 180 stores and a full rebrand of 127 stores, Displayworks delivered more than just signage — we delivered brand transformation at a national scale.
Frequently Asked Questions
Displayworks completed the majority of the nationwide signage rollout, delivering the full rebrand for 127 stores and completing site surveys for all 180 locations .
Displayworks supplied end-to-end signage and fit-out services , including illuminated exterior signage, wall graphics, vinyl branding, pylon signs, carpark signage, way-finding, line-marking and repainting.
A total of 180 stores were included in the Countdown to Woolworths rebrand programme across New Zealand.