Free Subscription

  • Access daily briefings and unlimited news articles


Try one month for $34.95
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

How the new Coles Kitchen brand was designed

Image of food

Supermarket chain Coles has unveiled ‘Coles Kitchen’, a convenience meals range, with design agency Hulsbosch creating the brand identity.

The new range targets consumers who are time poor but still wanting to eat food that will not make them feel guilty. 

“Hulsbosch was proud to be part of the biggest fresh convenience range ever for Coles,” said Mikey Hart, creative director at Hulsbosch. “This was a milestone project.

“The big challenge was to create an impactful creative solution that had the ability to scale across hundreds of products. Our work for Coles Kitchen tells a simple mealtime story and captures the brand promise of giving Australians deliciously simple, home-style inspired food and fresh ingredients they can enjoy fuss-free.”

Image of food
Hulsbosch designed the packaging to target time-poor customers who want to eat good meals at home.

The Coles Kitchen master brand logo illustrates kitchen utensils and all-inclusive brand wordmark. It uses the strapline ‘real food, fast’ depicting preparing meals quickly at home that are good quality and tasty. It shows a food photo of fresh and colourful ingredients and dishes.

“Hulsbosch is a highly valued partner to Coles Own Brand,” said Belinda Anderson, head of marketing, Own Brand at Coles.

“Their collaborative approach and creativity on the Coles Kitchen brand have helped us provide an offer to customers that’s inspiring and easy to shop, supporting our purpose to help Australians live healthier and happier lives.”

The range is sold at Coles stores across Australia, displayed in the ‘Food to Go’ convenience area.

You have 3 free articles.