Woolworths Essentials
Boing (bold and regular) in use for the all lowercase, confident, no-nonsense packaging of the Essentials product range for Woolworths Australia.
From the Frost Collective website:
As part of Woolworths’ own brand renovation, commencing late 2015, and with the objective of improving quality and value, we recommended that Woolworths add a heap of personality to their Essentials range. Serious savings don’t have to look serious, and by adding personality and charm to raise perceptions and make shoppers feel good about their purchase, sales took off.
The Essentials design solution focuses on expressing Woolworths practicality for products through vibrant, genuine and charming illustrations which add a human touch while bright, bold colours are approachable and friendly. (…) The simple pack iconography makes navigation clear and information easy to find. The red Woolworths logo tab acts as a promise of quality and a commitment to value.
We worked closely with Marque Branding, who adapted and executed the concepts across the full range of products.
Packaging for Woolworths homebrand before the redesign.
