ELEVATING COLES OWN BRAND and transforming AUSTRALIAN retail

ELEVATING COLES OWN BRAND and transforming AUSTRALIAN retail

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THE BRIEF
Back in 2018, customer perceptions of Coles Own Brand were not living up to changing expectations. Our challenge was to elevate the brand and transform it into a symbol of trust and quality.

THE INSIGHT
Globally, the retail landscape was rapidly changing and consumer expectations of brands and products were becoming more demanding. Today’s consumer seeks to be at the centre of everything and expects uncompromised value at every turn.

THE BRIEF
Back in 2018, customer perceptions of Coles Own Brand were not living up to changing expectations. Our challenge was to elevate the brand and transform it into a symbol of trust and quality.

THE INSIGHT
Globally, the retail landscape was rapidly changing and consumer expectations of brands and products were becoming more demanding. Today’s consumer seeks to be at the centre of everything and expects uncompromised value at every turn.

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Our Mission is to inspire Australian love of food by being truly customer obsessed.

1,651

Store network

7000

Own Brand SKUs

1651

Store Network

7000

Own Brand SKUs

Our Mission is to inspire Australian love of food by being truly customer obsessed.
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“A customer-centric architecture that dramatically enhances receptiveness to and interaction with Own Brand.”


BELINDA ANDERSON
HEAD OF MARKETING OWN BRAND COLES

“A customer-centric architecture that dramatically enhances receptiveness to and interaction with Own Brand.”

BELINDA ANDERSON
HEAD OF MARKETING OWN BRAND COLES

THE IDEA
We took a customer obsessed approach. Putting real people at the heart of every decision by building products and experiences specifically tailored to customers’ wants and needs.

THE IDEA
We took a customer obsessed approach. Putting real people at the heart of every decision by building products and experiences specifically tailored to customers’ wants and needs.

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A RIGHT TO PLAY
Our new framework enabled us to get competitive in a challenging category. Crafting a proud story of Australian origins to create a design that vegan chocolate lovers couldn’t look past.

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A RIGHT TO PLAY
Our new framework enabled us to get competitive in a challenging category. Crafting a proud story of Australian origins to create a design that vegan chocolate lovers couldn’t look past.

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ENTERTAINING
We wanted Coles’ pâté to be the kind you place proudly at the centre of your platter. So, we imagined a beautiful series of illustrations. Ones that talk to global provenance, gourmet ingredients and vibrant flavours.

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ENTERTAINING
We wanted Coles’ pâté to be the kind you place proudly at the centre of your platter. So, we imagined a beautiful series of illustrations. Ones that talk to global provenance, gourmet ingredients and vibrant flavours.

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PRODUCT PROUD
With quality ingredients to celebrate and nothing to hide, our approach for the pickled range was product proud. Distinctive bold type created impact whilst crafted elements created a sense of intrigue for customers to delight in.

PRODUCT PROUD
With quality ingredients to celebrate and nothing to hide, our approach for the pickled range was product proud. Distinctive bold type created impact whilst crafted elements created a sense of intrigue for customers to delight in.

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PROVENANCE
By depicting a beautiful landscape under a dark starry night’s sky, we brought to life the honey’s a rich New Zealand provenance story. Something we knew would be irresistible to our Coles’ more discerning customers.

PROVENANCE
By depicting a beautiful landscape under a dark starry night’s sky, we brought to life the honey's rich New Zealand provenance story. Something we knew would be irresistible to our Coles’ more discerning customers. 

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EFFECTIVE feel likes THIS

$10.9 BILLION

in sales in FY21

 

It was the team’s visionary thinking and deep understanding of global retail that led to this ground-breaking solution. Thanks to the thrillsTM, we’ve regained the trust of Australian consumers.

Belinda Anderson
General Manager of Coles Own Brand

WHAT WE DID:

  • Immersion and analysis
  • Customer insights
  • Brand strategy
  • Brand architecture
  • Stakeholder engagement
  • Portfolio architecture
  • Brand identiy
  • Brand guardianship
  • Visual identity
  • Packaging design