Coles Own Brand sweets get packaging revamp

Supermarket giant Coles has unveiled the new design for its Own Brand confectionery range.

Agency Hulsbosch refreshed the range of Lollies and Liquorice to “elevate the ‘Own Brand’ brand block on shelf, showcase a new way of grouping the products and reveal a stronger, more attractive design visual for variants in the range”.

Consumer research revealed that customers are looking for healthier choices, and want confectionery products with less sugar and preservatives.

“Our unique, fun and clean designs define each product’s own personality and message for customers. From Liquorice All Sorts, Snakes, Milk Bottles, Jelly Beans and everything in between we have applied our strategic and design skills for each individual Confectionery SKU for impactful shopping results instore or online,” Jaid Hulsbosch, director at Hulsbosch said.

The agency designed happy, expressive faces to provoke an “emotive response” from consumers, with a colourful design to catch their attention in the supermarket.

“Hulsbosch’s brief was to reflect the fact our Own Brand Confectionery offers a bright, fun and colourful treat that brings everyone together. The range has a classic appeal that transcends age and fashion – they’re a unique stable of sweet offerings that are a category constant,”
Belinda Anderson, head of marketing for Coles Own Brand said.

The Coles Own Brand confectionery range is sold at stores around Australia.

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