Elmwood

Coles Finest
Looks as good as it tastes

With a view to tackling some of the premium local and imported grocery brands head on, Coles created a new private label brand that would work hard on shelf and get the job done. Called ‘Coles Finest’, the idea was simple: to give our customers the best products in the world without blowing their budgets.

Charged with the task of designing this new private label brand’s packaging from scratch, we set about using a wealth of ‘premium’ visual cues to clearly establish this tier’s ascendancy over its Coles Smart Buy and Mid-Tier cousins. From choosing crisp contemporary typography and weaving gold into on-pack iconography wherever possible, to using sumptuous hero food imagery on a subtle, soft-lens black background, we gave the Coles Finest range a sleek, pricey on-pack look and feel that’s designed to hit the right note with label-conscious shoppers first time, every time.