In line with its positioning as “the fresh food people” and with an objective to improve quality and value, innovate the range and strengthen brand proposition and promise to customers, Woolworths worked with Frost to rethink the look and feel of its core brand, as it transitioned from the Select brand to the new Woolworths food range. The increase in sales has been phenomenal.
With the design idea based on abundance, contemporary overhead food photography drives freshness and appetite appeal, often showcasing a serving suggestion. Clever copy in product descriptions has a conversational tone while the standardised claims and icons have been tamed into a simple, clear system.
Woolworths Core range concept packaging.
Woolworths Core range packaging as seen on shelf.
Core range success
Together with the redesigned Essentials value range, the newly designed core range has delivered double digit sales growth proving that effective design is starts with understanding the customer and what motivates them, and delivering this with character. Frost delivered the creative strategy, visual architecture and concepts, working with Marque Branding, to adapt and execute the concepts across the full range of products.
