(not so)

Redesign and elevate the Coles pantry range, to compete with established and trusted brands in the pantry aisle. 

We love our sunburnt country. And now - more than ever - in our new post-Pandemic norm, Australians love supporting all things grown and crafted in their own backyard.


Dieline Coles Pantry 2 Dieline Coles Pantry 2

We breathed life into the pantry aisle by celebrating Australia. We introduced much loved and recognisable Aussie motifs to emotionally connect with consumers, revolutionizing these pantry staples with heart.



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From passionate bakers to Masterchef wannabes all flexing their kitchen skills at home - it was the perfect opportunity to elevate basic cooking necessities. We designed them to be desirable, engaging and proudly Australian. People should feel proud of these sitting in their pantry.


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The creative had to have sentiment. It needed to disrupt the habitual buyer behaviour of our consumers and connect with them on an emotive level. To do this, we introduced illustrations of iconic Australian animals and fused their shapes with the product itself – creating a link between origin, product and quality.

Each animal was carefully designed for each product, and the wooden spoon created an immediate link to the category, whilst also serving as an anchor for the animals to perch on or jump from. A vibrant colour system across the range was applied for strong visibility, navigation, and recognition. 

Together with clever use of messaging including the distinctive ‘Quality Australian’ stamp, we created packaging that captured a richness that went beyond the norms of the category sameness.

feels like THIS

Vertex Gold Award Winner 2023


the thrills™ created a concept that was not only outstanding in design but was also incredibly executed and researched so well with consumers. Our pantry staples went from basics to pantry must-haves.

Lili Gu 
Creative Design Lead, Coles


  • Brand Strategy
  • Brand Architecture
  • Illustration
  • Packaging Design
  • Brand Identity