Design and branding agency Hulsbosch has developed a new identity for Australian supermarket Coles' range of low-sugar nutritional snacks called ‘Coles Joyful’.
Based on the projected strong market growth in health products, a strategic category, and a market review combined with consumer insights, Coles has launched Coles Joyful as a new snack brand for the Australian market, which is targeted to adult consumers looking for a low-sugar alternative.
Hulsbosch has created a contemporary brand identity for Coles Joyful that includes a masterbrand logo with wordmark icon and a tagline, brand architecture, range positioning, new typeface and colour palate, tone of voice, and specially created packaging design for the outer carton and inner wrapper product formats.
According to Hulsbosch, at the centre of the work is a "compelling brand proposition", which "encapsulates the satisfaction of a great tasting, low-sugar snack, and highlights the benefit of a healthier way of life".
“It says to customers, satisfying and surprisingly better for you food options, can also bring a little joy into your every day,” said Mikey Hart, creative director at Hulsbosch.
Creatively, Hart explains, Coles Joyful is an intentionally colourful brand, housing multiple different colours that celebrate the joy of food. “The yellow represents an optimistic outlook, combined with purple and teal to create a unique colour profile and overall usage system that Coles Joyful owns,” he says.
“This newly released range reflects our vision to help customers live healthier, happier lives,” said Belinda Anderson, head of marketing for Coles Own Brand.
”With so many people looking to reduce sugar in their diets, our nutrition and product development teams have done a fabulous job partnering with suppliers to deliver a wide range of delicious snack options, which are healthier without compromising on taste.
“The response from customers has been overwhelmingly positive, so it is living up to its purpose of bringing a little joy into life.”
The Coles Joyful products are grouped into four ranges executed under the flavour banners of Protein Bars, Crunchy Nut Bars, Muesli Bars and Nut & Seed Bars, with each carton pack containing five individual bars currently on shelf at Coles stores around Australia.
