Coles’ private label range, Coles Finest, has undergone a rebranding led by Hulsbosch. 
According to the brand and design agency, the brand strategy and design approach celebrates Coles Finest’s joy of food.
The master brand logo consists of three components: an ‘Experience the difference’ stamp, the Coles logo and a ‘Finest’ wordmark. The brand’s premium positioning, says Hulsbosch, is enhanced by a ‘honeycomb’ packaging pattern, on a black background and is a distinctive brand asset for Coles Finest.
Other design elements are new fonts, colour suites and hierarchy sets, food photography and easy read ‘back of pack’ icon labels.
Coles Group Own Brand, Quality and Sustainable Sourcing General Manager Charlotte Rhodes says the rebrand is a case of brand guardianship at the highest level in the national FMCG retail category.
“Coles Finest is Australia’s largest premium Own Brand range and has been in market for over a decade. The exceptional work by Hulsbosch continues to transform this in-demand range,” she says.
“Our investment fortifies the brand to remain competitive, strong and always relevant. Our customers enjoy fine food experiences and have an unwavering demand for quality, and we’re committed to extending the Coles Finest range with more variety than ever before.”
Hulsbosch Creative Director Mikey Hart says the agency’s creative solution saw the incredible food offering itself become the natural hero of the brand identity, with bespoke and considered photography featured on all pack designs.
“The logo mark and seal of quality, the packaging design and custom detailing ensure the sophisticated range redesign focuses on appetite appeal and communicates an elevated product quality that’s consistent cross-category and for all future products,” he says.
The Coles Finest range includes over 100 products from jams, honey, coffee, bakery and desserts to fresh meat and fish, and ready-made meals.
