International award-winning, independent branding and design agency Hulsbosch has completed, brand strategy, identity creation, brand name, design development, and packaging design project for Australian supermarket chain Coles and its Private Label dog food range.

Coles is shaking up the pet food category with its 35 exclusive Woofin’ Good! dog food products for customers who are looking to satisfy their adult or puppy dogs with a wholesome range of wet and dry foods and treats which are convenient to purchase at great value prices.

With more than 80% of pet owners buying their pet food at the supermarket, Coles aims to inspire customers with premium quality Woofin’ Good! range made with real meat, no artificial colours or preservatives, to give dogs the essentials they need for a happy and healthy life.

Hulsbosch created the playful product name to capture emerging consumer attitudes which show pets are increasingly integrated into family life and recreational lifestyles. This includes a current owner desire for health and nutrition for a well-cared for dog and creates ownership of the dog food category for Coles.

Mikey Hart, Creative Director at Hulsbosch said, “Woofin’ Good! is an incredible name that brings together the right balance of playfulness and quality credentials. It’s always satisfying to see our furry friends enjoy their food with so much enthusiasm. We hero a black Labrador-bred dog licking it’s chops with those honest, friendly eyes and lovable face looking right at you! Consumers can really identify with the dog’s satisfaction. Our furry friend is used in all product communications throughout the range. In combination with the name Woofin’ Good!, both elements encourage an emotive engaging response.”

Hulsbosch art directed best in class food photography by photo shooting the raw ingredients to communicate the products ‘Simply Great Nutrition’ proposition that allows the brand to stand apart on shelf.

An eye-catching colour suite enhances easy product recognition, consistent fonts reinforce the brand, and iconography and photography identify food/flavours as well highlights the benefits of the range. A specialty UV coating ‘gloss’ pack finish brings a vibrant, striking appearance and attention for on-shelf.

Belinda Anderson, Head of Marketing, Own Brand at Coles said, “Pet food is a very important category when it comes to providing customers with a great range, quality and value, and the Woofin’ Good! brand does just that. We are thrilled with the work that the Hulsbosch team has delivered to create our Woofin’ Good! brand; it’s not just credible, but also has loads of endearing personality, just like our own pets, to grab attention at shelf.

Hulsbosch have an in-depth understanding of category schematics and elite brand packaging architecture skills. They brought us the perfect brand name. Woofin’ Good! is fun and optimistic, easy going and reflects exactly what the brand is about, simple goodness.”

The Woofin Good! dog food range is currently available online and on-shelf at Coles stores around Australia.