A sweet new suite of designs

Coles Supermarkets

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.

This brand work had to challenge awareness levels and positively engage consumers who came to Coles ‘Own Band’ for value products.

Dare to be different

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.

Re-establishing category dominance

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.

Project Scope

Logo creation
Packaging design


FAB Silver Award 2020: Packaging Design
Dieline Awards 2020: 1st Place

‘The range has classic appeal that transcends age and fashion.’

Belinda Anderson
Head of Marketing, Coles Own Brand

‘The relook by Hulsbosch reinvents its unique profile as a stable of sweet offerings and continued success for impactful shopping results.’

Belinda Anderson
Head of Marketing, Coles Own Brand