Coles has launched a new brand identity and product positioning for a premium soap and body care range as part of a category revitalisation programme created by Hulsbosch.
Branded KOi, the skincare range is Australian made and has a brand story founded in distinctive ‘free from’ harmful ingredient credentials with 100 per cent naturally derived botanicals and essential oils.
KOi brand assets feature a distinct black-on-white master brand logo and the packaging for product communications uses simple, variant colour-driven hero graphics that convey the sense of a fragrant, luxurious personal care experience.
To enhance product recognition two primary base illustrations, a rainforest and tropical pattern, are key visual links across the six-part KOi product range. For scent variants, two additional design elements hero the eight main essences of KOi.
Together with Coles, Hulsbosch embarked on a six-month research program to develop the KOi brand philosophy and strategy, drive creative direction, and steer the brand vision for a high-quality, aspirational skincare brand delivered to Coles retail operations.
Eils Robertson, senior account director at Hulsbosch said Coles is able to make connections that bond people to brands.
“KOi exemplifies data-led brand formulation,” Robertson said.
“KOi is a compelling brand story, expressed as innovative brand architecture. It can stretch across multiple products and our intriguing; disruptive designs can break through the category.”
The new KOi Soap and Body range is currently on shelf at Coles stores around Australia and has launched with an extensive national press advertising campaign created and produced by Hulsbosch.
