Elmwood

Coles
Coles Brand overhaul

When Australian supermarket giant Coles was acquired by Wesfarmers in 2007 it swiftly decided that a total revamp of its national Coles Brand offering was needed to help reposition the brand and drive increased market share. The “You’ll Love Coles” brand (which was launched under previous management) was shut down and we were given the enormous task of creating an all-new world-class private label brand for thousands of everyday, mid-tier and premium Coles Brand products.

Despite the complexity of the task, our aim was very simple: to make Coles Brand look fresher and feel more premium. To do this, we created an elegant rectangular holding device for the Coles logo, product name and description – applying tailored font styles and colours to reflect the visual language and cues of individual products.

Based on a creative idea of “in the moment” that tapped directly into a shopper’s mindset of seeing the product ‘in action’, we also introduced bespoke, lush photographic product imagery and made it the hero of every pack. To finish it off, to highlight Coles’ commitment to customer satisfaction, we created a shiny gold ‘100% satisfied or 100% refund’ stamp and proudly placed it within the top right corner of the holding device. Now Coles Brand products are walking off the shelves…