Supermarket chain Coles has launched a new range of nutritional snacks for consumers looking for low-sugar options.
Developed with independent design and branding agency Hulscbosch, the new snack brand, “Coles Joyful”, consists of Protein Bars, Crunchy Nut Bars, Muesli Bars, and Nut & Seed Bars.
Belinda Anderson, head of marketing for Coles Own Brand, said the new range reflects the company’s vision to help consumers live healthier, happier lives.
“With so many people looking to reduce sugar in their diets, our nutrition and product development teams have done a fabulous job partnering with suppliers to deliver a wide range of delicious, healthier snack options without compromising taste,” said Anderson.
The new brand’s identity includes a Masterbrand logo with a wordmark icon and a tagline, brand architecture, range positioning, tone of voice, new typeface and colour palette, and design for the outer carton and inner wrapper.
Design-wise, the new brand is intentionally colourful, housing multiple colours to “celebrate the joy of food”. The yellow represents optimism, combined with purple and teal to create a unique colour profile.
Mikey Hart, creative director at Hulsbosch, added the snacks were made to have “less of the bad and more of the good”.
“It’s tasty, full of flavour enjoyment – that doesn’t taste like cardboard – you can feel good about, and always with the Coles endorsement guarantee for trusted value,” he concluded.
Coles Joyful is available in a carton pack of five bars in Coles stores nationwide.
