1909 / Australia’s First Match Factory

December 15th, 1909 marked the opening of Australia’s first match factory. The Bryant & May Factory located in Church Street, Richmond, Victoria was opened by the Honorable Alfred Deakin, Prime Minister of Australia, as well as Mrs Deakin. The factory was part of the newly-federated Australian Commonwealth government’s push to encourage local manufacturing capacity.

1946 / The infamous “Redheads” logo was created in 1946

The well known face of Redheads who became affectionately known as “Miss Redheads” to the majority of Australian’s was created in 1946 and first used on matchbox packaging in 1947. The logo was designed by contest winner Rupert Hing and helped consolidate Redheads as the number one brand of matches in Australia. The Redheads name was derived from the red striking head of the “Safety Match” and was introduced to Australia when Bryant & May began manufacturing matches. There have been four major updates on the 1946 pack design and hundreds of variations for collectors’ series and commemorative themes.

1958 / First change to the Redheads label

The first change to the Redheads logo was in 1958 with a new hairdo for “Miss Redheads”. This change allowed the logo to stay with the times and current trends. All other details on the logo stayed the same. 

1971 / The 1971 design

In 1971, graphic designer Brian Sadgrove was commissioned to refine the iconic Redheads logo. This design update saw an update to both “Miss Redheads” face and hairstyle as well as labelling changes from a horizontal display to a vertical. Brian Sadgrove had tightened up and modernised the design, cleverly sculpting the hair forms to suggest both curling tongues of flame, and the rounded red tip of the match.

1975 / Red background pack

In 1975 the red background matchbox pack was developed to overcome the rapidly changing hairstyle fashions and bestow Miss Redhead with everlasting style, as well as to give the product greater visibility on retail shelves. This design, with minor typestyle and positioning variations, continues to be used today.

1990 / The 90s saw the growth of matches

The 90s saw the growth of matches and fire related categories under Bryant & May. The growth was driven by innovation, with Bryant & May the first to launch many products never seen before in the Australian marketplace. For instances, 1990 - Redheads Handypack Matches & Redheads No Smell Firelighters, 1992 - Redheads Extra Long Matches and 1994 - Redheads No Touch Firelighters.

1998 / Swedish Match purchased Bryant & May

On 30th of June 1998, Swedish Match purchased Bryant & May in Australia. The acquisition lead to a 100% purchase of the matches, lighters and firelighters operations from Bryant & May. Redheads Safety Matches are now imported from Swedish Match factory in Sweden.

For more information about Swedish Match please visit they website www.swedishmatch.com.au.

2004 / Redheads packaging given makeover

Redheads packaging was given a makeover and the brand was re-launched with a range of new and exciting fire needs related products. Concentrating on a complete range of fire assist products, the brand identity is more than matches and has global appeal.

2009 / Redheads is re-launched

Redheads is re-launched with a more contemporary look and a new position statement – The Start Of Something Good – is introduced to signify the intrinsic value Redheads bring to consumers.

2015 / Redheads and BBQ festivals

In 2015, Redheads dove into the world of BBQ festivals by heavily sponsoring The Yaks Ales BBQ Festival in Melbourne and the Creekside BBQ Battle in Warracknabeal. These festivals were the perfect platforms for displaying the features and benefits of Redheads natural charcoal products.

2016 / Redheads turned 70

Redheads celebrated turning 70 with a golden logo across all products and by creating great plans for the future.

2018 / Re-design

In 2018, Redheads introduced a brand re-design and repositioning into a classic, heritage and expert range.