Putting fresh 

at the core.

In line with its positioning as “the fresh food people” and with the aim of improving quality and value, innovate the range and strengthen brand proposition and promise to customers, Woolworths worked with us to rethink the look and feel of its core brand, as it transitioned from the Select brand to the new Woolworths food range.

Shoppers want to buy the best quality they can afford, which means that own brands need to be as appealing and aspirational as big name brands to be part of the consideration set. Following a comprehensive brand audit to deliver constant product improvement in both quality and healthy options, we needed to smarten up the range and deliver great taste in every pack.

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. It’s all about encouraging shoppers to try something new and create a beautiful meal today.

Frost*collective delivered the creative strategy, visual architecture and concepts, working with Marque Branding, to adapt and execute the concepts across the full range of products.

Together with the redesigned Essentials value range, the newly designed core range has delivered double digit sales growth, proving that effective design starts with understanding the customer and what motivates them, and delivering this with character.