In response to Coles’ requirements, the team devised a brand strategy and design framework encompassing over 90 SKUs spanning the entire store, from fresh and frozen foods to non-food items. Their aim was to position Coles as the go-to choice for budget-conscious Australian consumers.
Charlotte Rhodes, General Manager of Own Brand, Quality, and Sustainable Sourcing at Coles Group, emphasized the significance of introducing a Coles entry brand that offers value aligned with consumer needs: “The innovative thinking and creative strategy resulted in the distinctive and visually inviting identity of this comprehensive range, which played a pivotal role in its success.
“Our enduring partnership with The Thrills has been crucial in successfully executing projects of this magnitude.”
Managing Partner of The Thrills, Kate Richardson, highlighted that in-store research underscored the appeal of personality-driven entry offerings among consumers: “Households across Australia have been affected by the cost-of-living crisis, prompting us to inject positivity into the weekly grocery shopping experience. To enhance the feel-good factor and foster trust, we opted for a warm, inviting shade of yellow.
“Color serves as a powerful yet simple tool for brands to achieve instant recognition and visual coherence. Not only are the products easily identifiable, but they also contribute to an uplifting range that consumers will proudly place in their baskets.
“Together, these design elements establish a sub-brand that challenges conventional, uninspired entry-level trends.”
The project was awarded gold at The Vertex Awards, with the Coles Simply case study currently showcased. The Coles Simply range is now available in stores.
To learn more, visit https://thethrills.com.au/contact/