Design and branding agency Hulsbosch has worked with Coles to redesign its Own Brand confectionery range in an aim to elevate the brand block on shelf, with an eye-catching design visual for variants in the range.

Hulsbosch and Coles conducted an extensive category review, and found customers were making healthier shopping choices and looking for less sugar and artificial content in confectionery products.

The new lollies and liquorice packaging has a simplified appearance, creating impactful shelf blocking, as well as featuring a clearer messaging hierarchy to indicate the range has no artificial colours or flavours.

PKN spoke to Hulsbosch director Jaid Hulsbosch about the design strategy.

“Our unique, fun and clean designs define each product’s own personality and message for customers,” he said.

“From Liquorice Allsorts to Snakes, Milk Bottles, Jelly Beans and everything in between, we have applied our strategic and design skills for each individual confectionery SKU for impactful shopping results instore or online.”

The Own Brand confectionery range has a number of faces on pack to evoke a certain personality and flavour cue for each product, and bold colours to enhance easy product recognition.

“Hulsbosch’s brief was to reflect the fact our Own Brand confectionery offers a bright, fun and colourful treat that brings everyone together,” said Coles Own Brand head of marketing Belinda Anderson.

“The range has a classic appeal that transcends age and fashion – they’re a unique stable of sweet offerings that are a category constant.”

The first packs started rolling out in March this year, and as of September, the full range is available in Coles stores.

Coles Own Brand is a new client for the agency, and Hulsbosch said the team has other new pack designs in the pipeline for the brand. Hulsbosch recently appointed packaging design specialist Mikey Hart to the role of creative director, and he will be driving the strategy on packaging projects going forward.

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