Coles has tapped design agency Hulsbosch to lead a brand refresh of its premium Private Label range, Coles Finest.
The range comprises more than 100 products, including jams, honey, coffee, bakery and desserts, fresh meat, fish, and ready-made meals.
Charlotte Rhodes, GM of own brand, quality, and sustainable sourcing at Coles Group, said the rebrand fortifies the brand to remain competitive, strong, and relevant.
“Coles Finest is Australia’s largest premium Own Brand range and has been in the market for over a decade,” Rhodes continued.
“Our customers enjoy fine food experiences and have an unwavering demand for quality, and we are committed to extending the Coles Finest range with more variety than ever before.”
Hulsbosch said its design approach centred on celebrating Coles Finest with indulgent eating experiences, delicious anticipation, and taste sensations.
The Coles Finest master brand logo by Hulsbosch consists of three components: an ‘Experience the Difference’ stamp, the Coles logo and a ‘Finest’ Wordmark.
At the same time, a ‘honeycomb’ packaging pattern on a black background further enhances its premium positioning, making it a distinctive brand asset.
Furthermore, the newly created pack layouts emphasise appetite appeal, communicate product quality, demonstrate freshness, and aid shelf navigation.
Other design elements include new fonts, colour suites, hierarchy sets, food photography, and easy-to-read ‘back of pack’ icon labels.
“Our creative solution saw the incredible food offering itself become the natural hero of the brand identity, with bespoke and considered photography featured on all pack designs,” explained Mikey Hart, creative director at Hulsbosch.
“The logo mark and seal of quality, the packaging design and custom detailing ensure the sophisticated range redesign focuses on appetite appeal and communicates an elevated product quality consistent cross-category for all future products.”
The Coles Finest range is available online and in-store nationwide.
