A sweet new suite of pack designs

CHALLENGE

The business of private label brands is growing and now accounts for almost one in five packaged products in Australian supermarkets. Critical to supermarket chain Coles operations, was a revolutionary review of its ‘Own Brand’ confectionery range with a packaging redesign and repositioning to elevate its Lollies and Liquorice range. The Lollies and Liquorice brand work had to challenge awareness levels and positively engage consumers who came to Coles ‘Own Band’ for value products.

IDEA

To create personality and flavour cues for each product, a simple graphic depiction of happy, expressive faces is the central element. 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. The new Lollies and Liquorice designs evoke a ‘dare to be different’ playful spirit and supports the range’s profile as a unique stable of sweet offerings that are a category constant.

IMPACT

The new Confectionery range is on shelf at Coles stores around Australia and the new designs for Lollies and Liquorice has re-established their dominance in category; encouraged trial and increased sales across the ‘Own Brand’ confectionery range.

The range has classic appeal that transcends age and fashion. The relook by Hulsbosch reinvents it’s unique profile as a stable of sweet offerings and continued success for impactful shopping results.

Belinda Anderson, Head of Marketing for Coles Own Brand

OTHER WORK