- Brand Strategy
- Brand Identity
- Store Environment
Coles is one of Australia's biggest supermarket brands - over 740 stores and 92,000 employees.
An experience designed for customers
In 2003 Coles identified the need to upgrade its in-store experience to highlight its promise of value, its commitment to providing the freshest Australian produce, and to compete more effectively with Woolworths. We developed a flexible low-cost design solution that could feasibly be rolled out across a large and inconsistent estate, and changed for promotions and events.
An icon for value
Coles came to us wanting to move the brand beyond its 'corporate' look and feel. So we worked with the Coles team to develop a more compelling and relevant proposition.
At the centre of this was a new icon - created around the idea of a 'Value Focused Retail Brand'. The tick and elliptical swoosh that are synonymous with customer value, have permeated across all brand touchpoints, from signage to advertising, and uniforms to own brand packaging.
