Summary
Our redesign of Coles’ Pantry Range resulted in a highly successful reimaging of Coles’ pantry-staples offering. We elevated Coles’ basic cooking essentials by shifting the focus to the brand’s Proudly Australian ethos.
Using a visually emotive and strategic design, a new system was achieved that proudly shone the light on local ingredients that connected with consumers and revolutionised these pantry staples with heart.

Brief
Redesign and elevate the Coles pantry range, to compete with established and trusted brands in the pantry aisle. Highlight the Australian ingredients in the range to better engage consumers, from the budget-conscious to the kitchen-savvy.

Insight
We love our sunburnt country. And now – more than ever – in our new post-Pandemic norm, Australians love supporting all things grown and crafted in their own backyard.

Solution
We breathed life into the pantry aisle by celebrating Australia. We introduced much loved and recognisable Aussie motifs to emotionally connect with consumers, revolutionizing these pantry staples with heart.
It was critical to capture everyone’s attention. From the value-conscious shoppers, through to passionate, Masterchef wannabes all flexing their kitchen skills at home – it was the perfect opportunity to elevate basic cooking necessities. We designed them to be desirable, engaging and proudly Australian. So people felt proud to have them sitting in their pantry.

We wanted to make people feel good about purchasing these staples. Not only because they’re affordable but also because they’re Australian made, they’re high quality, and well… they look wonderful. Whilst the new packaging had to communicate key attributes, they also had to have sentiment. We wanted these basics to disrupt the habitual purchasing behaviour of our consumers and connect with them on a more local and emotive level.

We proudly introduced illustrations of iconic Australian animals and fused their shapes with the product itself – creating a link between origin and quality. Each animal was carefully designed for each product with the introduction of the wooden spoon to create an immediate link to the category that also served as a grounding for the animals to sit on, and jump from. We also applied a vibrant colour system across the range for strong visibility, consistency, and recognition.
Together with clever use of messaging including the ‘Quality Australian’ stamp, we created packaging that was bolder, more emotive and visually differentiated from competitors that captured a richness that went beyond the norms of the category sameness.

We elevated the pantry basics to pantry must-haves that people would be proud to buy, to use, and to display. The new packaging exceeded client expectations. Not only did it revitalise the pantry essentials aisle, but the redesign also elevated overall perception of Coles as a retailer.

Early research indicated a 13% increase in purchase intent, 15% higher shelf selection due to its eye-catching appeal, and an overall positive response up by 17%.
Confidential Stats