Woolworths Gold
SILVER
Brand: Gold
Retailer: Woolworths
Country: Australia
Category: B2. Redesigned Brand
Agency: Boxer & Co.
Summary:
Stretching across categories, it was important to create a look for this premium line which was distinct yet adaptable to perform against competitors in multiple categories. It needed to be ownable and portray the products as innovative, distinct and premium.
The redesign centers around the idea of ‘Magical Moments’. Firework and confetti inspired shapes, a vibrant color palette with premium gold foiling and a matte finish. The lime seal houses the new Gold icon and spans all categories. These elements form the building blocks for a flexible architecture.
In Bakery, delicious food photography with a confetti pattern are a fun and magical nod towards celebration. Clean, strong Parisian inspired colors provide an indulgent feeling.
Confectionery is the most giftable range. The ‘burst’ of celebration is at the heart of every pack and the color palette resembles gift-wrap.
In Meat, blocky typefaces and masculine colors are reminiscent of a traditional butchery.
Credits:
- Creative Director – Mark Haygarth
- Brand Manager – Olivia Hadlow
- Project Manager (agency) – Gwen Blake
- Photography and roll-out – Marque
