Coles, with the help of creative agency the thrills, has launched a new sub brand, Coles Simply. 
In response to the retailer’s brief, the thrills developed a brand strategy and design system for more than 90 SKUs across the store, from fresh to frozen and food to non-food, to make Coles top of mind for Australian budget-savvy consumers.
Coles Group General Manager – Own Brand, Quality and Sustainable Sourcing Charlotte Rhodes says that it’s important to have a Coles entry brand to offer consumers value that is relevant to their needs.
“The innovative thinking and creative strategy led to the distinct and visually approachable identity of this store-wide range, which was key to making it a success,” she says.
“Our long-term partnership with the agency has proven instrumental in the successful delivery of projects of this calibre.”
the thrills Managing Partner Kate Richardson says that the in-store research revealed that personality-forward entry offers resonate strongly with consumers.
“The cost-of-living crisis has impacted households across Australia, so we wanted to bring some positivity back to the weekly grocery shopping experience,” she says.
“To capture the feel-good factor and dial up trust, we chose a wonderfully warm yellow.
“Colour acts as a simple yet effective tool for brands to create instant recognition and visual consistency. Not only are the products easy to identify, but it’s an uplifting range that consumers will be proud to put in their basket.
“Together, the design elements build a sub brand that defies bland and basic entry-level trends.”
The project won gold at The Vertex Awards.