Australian Supermarket Coles Get's A New Confectionery Look

by Andrew Gibbs on 02/01/2020 | 2 Minute Read

A SWEET NEW SUITE OF PACK DESIGN FOR AUSTRALIAN SUPERMARKET COLES

The business of private labels — like Australian supermarket chain Coles ‘Own Brand’— is growing and now accounts for about one in five packaged products in Australian supermarkets, according to 2016 figures from data firm Nielsen.

Critical to Coles operations was a tent-pole review of its entire ‘Own Brand’ Confectionery range with a packaging redesign and repositioning project. The work had to challenge awareness levels and positively engage consumers who came to Coles ‘Own Brand’ for better quality and better value products.

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The overhaul across the entire range of Lollies and Liquorice intended to elevate the ‘Own Brand’ block on shelf, showcase a new way of grouping the products, reveal a stronger message hierarchy and attractive design visual variants in the range.

Creatively, the solutions evoke a ‘dare to be different’ playful spirit for classic appeal willing to transcend age and fashion, and functions as a relatable category constant.

After an extensive category review it emerged along with a competitive price point and sense of nostalgia, customers were making healthier shopping choices, looking for less sugar and artificial content in Confectionery products.

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The ‘fun-face’ is a visual link throughout the range to encourage an emotive response and an eye-catching colour display that enhances easy product recognition for customers.

Sweet cravings for health-conscious consumers changed the message hierarchy with ‘No Artificial Colours or Flavours’ as the headline brand credential for the upgrade.

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For the profile of a unique stable of sweet offerings - from Liquorice All Sorts, Snakes, Jelly Beans and everything in between - application of strategic and design skills delivers for impactful Private Label shopping results instore and online.

The clean designs create an engaging personality for each individual Confectionery SKU built with a simple graphic depiction of happy, expressive faces as the central element.

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