Adding personality to the shelves

The business of private label brands is growing and now accounts for almost one in five packaged products in Australian supermarkets.

To remain a strong contender in the consideration of consumers, supermarket chain, Coles, had to undertake a revolutionary review of its home brand confectionary packaging. Their core challenge was to raise awareness and consideration of their lollies and liquorice range. 

To achieve cut-through, drive recognition and product uptake, we elevated the range in the eyes of the consumer. We gave the range character, creating personalities based on the flavour cues of each product. These characters became the visual link for the consumer, creating an eye-catching range that has enhanced product recognition and increased sales.

Studio: Hulsbosch
Awards: Gold – Dieline Awards 2020
Awards: Silver – FAB Awards 2020