THE BRIEF
Dotted around Coles with designs that did little to connect them, Coles’ entry-price products needed some love. Our challenge was to develop a future-proof brand strategy and design system that could work across the whole store from fresh to frozen, food to non-food. Making Coles top of mind for Australian budget-savvy consumers.

THE INSIGHT
Our extensive market immersion and instore research revealed that personality-forward entry offers resonate strongly with consumers. The cost of living crisis has impacted households across Australia. An effective antidote to stressful times like these is optimism, proven time and again. That insight underpins our creative strategy and design system.

THE IDEA

Our strategy was to create a beacon.

Bright, cheerful and consistent across categories. One that could be easily discovered on shelves and proudly placed in baskets.

And Coles Simply was born. A single minded sub brand strategy to unite the entire entry offering. Friendly, proud and optimistic. That is, you guessed it. Simple.

To capture the feel-good factor and dial up trust, we chose a wonderfully warm yellow. Bold and dominant on pack, it makes easy work of differentiating this range from Coles’ other own-brand products.

The font, curvy, contemporary and scaled up, adds pep and personality to the simple product names. We locked up the sub brand and product name to make every simple product Simply that.

Our free-hand illustrations, honest and light-hearted, add excitement while creating simplicity of application across a wide range of products and categories.

Together, these design elements build a sub brand that defies bland and basic entry-level trends. And today, Coles customers can feel good about putting great value in their basket.