Finest range redesign
Coles Finest
Leading Australian retail supermarket chain Coles has been delivering the country’s largest premium own brand range, Coles Finest for over a decade and embarked on a range transformation to keep growing with customers.
The brand and packaging design project reinvigorates the range, leverages strong brand equity, creates a competitive edge for a distinct and contemporary brand in category, and supports future growth and success.
A signature style
The overhaul of the Coles Finest brand recreates the design strategy with an evolved proposition, visual identity and pack design, and a new brand architecture and design system for a large portfolio of 100+ SKU range.
The master brand logo is a signature style for the “Finest” wordmark, emphasising quality and craftsmanship. It also includes the seal-of-quality stamp, which serves as a recognisable brand signifier across the entire premium range.
Bringing the food to life through photography with appetite appeal for food-loving Australians is the focus of the sophisticated range redesign and communicates quality and taste consistently cross-category and sets a standard for future products.
Project Scope
Logo design
Packaging design
Brand architecture
Messaging hierarchy
Photography
Illustration
Tone-of-voice
Finished Art
Brand guidelines
‘Coles Finest is Australia’s largest premium Own Brand range and has been in market for over a decade. The exceptional work by Hulsbosch continues to transform this in-demand range.’
Charlotte Rhodes
General Manager – Own Brand, Quality and Sustainable Sourcing at Coles Group
‘Our investment fortifies the brand to remain competitive, strong and always relevant. 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.’
Charlotte Rhodes
General Manager – Own Brand, Quality and Sustainable Sourcing at Coles Group
‘With a brand like Coles Finest, we really have to work with a partner who we trust and who also trusts us. We work very well with Hulsbosch and I think this is one of the most incredible pieces of work.’
Charlotte Rhodes
General Manager – Own Brand, Quality and Sustainable Sourcing at Coles Group
