Boxer & Co, has refreshed Woolworths’ Christmas 2025 packaging range, evolving the supermarket’s existing festive look rather than overhauling it.
The brief called for an update that maintained the familiarity and recognition of Woolworths’ existing Christmas range while creating a more cohesive, easy-to-shop experience across hundreds of products. The refreshed designs are rolling out nationally across categories including bakery, confectionery, chilled and non-food lines.
Key objectives included strengthening shelf presence, simplifying navigation, and creating a flexible design system that could work across different product ranges in both Australia and New Zealand.
“Because the last design had been such a success, our task was about respecting what shoppers already loved,” said Lily Ash, group account director at Boxer. “We wanted to evolve, not erase, to bring new energy and consistency while staying true to what people recognise as ‘Woolworths Christmas’.”
The creative direction was inspired by the idea of the Christmas table, where every product has “a seat”. “The addition of a distinctive Woolworths green frame helps house and capture the setting, allowing for more brand colour while retaining the festive feel,” said Greg Boulting, creative director at Boxer. “The native place card device ties everything together, it’s simple, festive, and unmistakably Australian.”
Each sub-range in the portfolio is represented by a native place card featuring festive Australian botanicals such as eucalyptus leaves, gum nuts and fairy lights.
- The core range highlights fresh summer food and relaxed abundance.
- The kids range uses bright colours and playful illustrations.
- The Gold Collection introduces richer tones and foil detailing for a more premium feel.
The refreshed look unites Woolworths’ Christmas range under one visual language designed to provide stronger shelf impact and a clear festive identity.
