International award-winning, independent branding and design agency Hulsbosch has created the brand identity, complete range architecture and style guide for Australian supermarket chain Coles’ newly launched brand “Coles Kitchen”.

Mikey Hart, Creative Director at Hulsbosch said, “Hulsbosch was proud to be part of the biggest fresh convenience range ever for Coles. This was a milestone project. I was delighted to lead a passionate team of brand, packaging and graphic design experts.

Coles is committed to becoming a destination for convenience and is committed to delivering quality and value in the convenience aisle. The introduction of this brand consolidates the supermarket’s fresh convenience offer across meals, salads, soup, pasta, pizza, entertaining and prepared vegetables, making Coles Kitchen a competitive player in the high-growth fresh convenience category.

Coles Kitchen makes life easier for customers. The big challenge was to create an impactful creative solution that had the ability to scale across hundreds of products. Our work for Coles Kitchen tells a simple mealtime story and captures the brand promise of giving Australians deliciously simple, home-style inspired food and fresh ingredients they can enjoy fuss-free.”

The idea underpinning the Coles Kitchen range addresses the consumer tension between being time poor, but still wanting to eat food that they don’t feel guilty about feeding themselves and their family. The affordable range offers everyday snacks and meals to special dishes for sharing, the Coles Kitchen range is giving Australians deliciously simple, home-style inspired food, enjoyed fuss-free.

The Coles Kitchen master brand logo by Hulsbosch consists of components including an illustration of common kitchen utensils and all-inclusive brand wordmark. A descriptor strapline ‘real food, fast’ for strong messaging as a quick to prepare meal-time solution and provides reassurance on quality and taste.
The packaging hero is the food. Delicious food photography of fresh, raw colourful ingredients and a finished meal to drive appetite appeal will help consumers make a quick and simple decision at point of purchase.

The product packs communicate multiple mealtime benefits and attributes for a range of taste profiles, and a new typeface, iconography suites and navigation colourways distinguish cuisine and product types.

Belinda Anderson, Head of Marketing, Own Brand at Coles said: “The Coles Kitchen brand is one of our most important brands. It continues to grow as our team delivers a strong pipeline of innovation to meet the growing customer need for good quality and value in convenience meals.

Hulsbosch is a highly valued partner to Coles Own Brand. Their collaborative approach and creativity on the Coles Kitchen brand has helped us provide an offer to customers that’s inspiring and easy to shop, supporting our purpose to help Australians live healthier and happier lives.

Coles Kitchen features an extensive portfolio of cross-category, convenience food offerings, and joins the retailer’s portfolio of other fresh convenience meal ranges, including Coles Finest and Coles Nature’s Kitchen. The range is currently at Coles stores around Australia available in the ‘Food to Go’ convenience departments.