Brand and design agency Hulsbosch is running a brand transformation project for Australian supermarket chain Coles and its premium private label range, Coles Finest.
Charlotte Rhodes, general manager – Own Brand, Quality and Sustainable Sourcing at Coles Group, said the rebrand is a case of brand guardianship in the national FMCG retail category.
“Coles Finest is Australia’s largest premium own brand range and has been in market for over a decade. The exceptional work by Hulsbosch continues to transform this in-demand range,” Rhodes said.
“Our investment fortifies the brand to remain competitive, strong and always relevant. Our customers enjoy fine food experiences and have an unwavering demand for quality, and we are committed to extending the Coles Finest range with more variety than ever before.”
The Coles Finest range includes over 100 products from jams, honey, coffee, bakery and desserts to fresh meat and fish, and ready-made meals.
Hulsbosch says its brand strategy and design approach has been to “celebrate Coles Finest joy of food”.
“Indulgent eating experiences, delicious anticipation and taste sensations all help customers experience the Coles Finest difference,” the agency said.
The Coles Finest master brand logo by Hulsbosch consists of three components; an ‘Experience the Difference’ stamp, the Coles logo and a ‘Finest’ wordmark. The brand’s premium positioning is enhanced by a ‘honeycomb’ packaging pattern, on a black background and is a distinctive brand asset for Coles Finest.
The newly created pack layouts focus on appetite appeal and, says Hulsbosch, communicates product quality, demonstrating freshness and aiding navigation on shelf.
Other design elements are new fonts, colour suites and hierarchy sets, food photography and easy read ‘back of pack’ icon labels.
Mikey Hart, creative director at Hulsbosch said, “Our creative solution saw the incredible food offering itself become the natural hero of the brand identity, with bespoke and considered photography featured on all pack designs.
“The logo mark and seal of quality, the packaging design and custom detailing ensure the sophisticated range redesign focuses on appetite appeal and communicates an elevated product quality that is consistent cross-category and for all future products.”
