Branding and design agency Hulsbosch has crafted the brand identity, packaging, complete range architecture, and style guide for Australian supermarket giant Coles’ new fresh convenience range, Coles Kitchen.

Coles Kitchen is positioned in the high-growth convenience category, and features an extensive portfolio of cross-category, convenience food offerings. It joins the retailer’s portfolio of other fresh convenience meal ranges, including Coles Finest and Coles Nature’s Kitchen.

The idea underpinning the Coles Kitchen range, according to Hulsbosch, is to address the consumer tension between being time poor, but still wanting to eat food they don’t feel guilty about feeding themselves and their family. The affordable range offers everyday snacks and meals, and special dishes for sharing.

Mikey Hart, creative director at Hulsbosch, says this was a milestone project and he was delighted to lead a passionate team of brand, packaging and graphic design experts.

“Coles is committed to becoming a destination for convenience and is committed to delivering quality and value in the convenience aisle,” explains Hart.

“The big challenge was to create an impactful creative solution that had the ability to scale across hundreds of products. Our work for Coles Kitchen tells a simple mealtime story and captures the brand promise of giving Australians deliciously simple, home-style inspired food and fresh ingredients they can enjoy fuss-free.”

The Coles Kitchen master brand logo's key components include an illustration of common kitchen utensils and all-inclusive brand wordmark.

A descriptor strapline ‘real food, fast’ delivers strong messaging of Coles Kitchen as a quick-to-prepare mealtime solution and provides reassurance on quality and taste.

The packaging hero is the food itself – with delicious food photography of fresh, raw colourful ingredients and a finished meal to drive appetite appeal will help consumers make a quick and simple decision at point of purchase.

The product packs are also designed to communicate multiple mealtime benefits and attributes for a range of taste profiles, and a new typeface, iconography suites and navigation colourways distinguish cuisine and product types.

“The Coles Kitchen brand is one of our most important brands – it continues to grow as our team delivers a strong pipeline of innovation to meet the growing customer need for good quality and value in convenience meals,” says Belinda Anderson, head of marketing, Own Brand at Coles.

“Hulsbosch is a highly valued partner to Coles Own Brand. Their collaborative approach and creativity on the Coles Kitchen brand have helped us provide an offer to customers that’s inspiring and easy to shop, supporting our purpose to help Australians live healthier and happier lives.”

The range is currently at Coles stores around Australia, available in the ‘Food to Go’ convenience departments.

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