Private Brands now account for almost one in five packaged products in Australian supermarkets. Critical to grocer Coles success was the reinvention of its private brand candy range with a packaging redesign and repositioning to elevate its lollipop and licorice range. The work created by agency Hulsbosh had to challenge awareness levels and positively engage consumers who came to Coles private brand for value products.

To create personality and flavor cues for each product, a simple graphic depiction of happy, expressive faces is the central element. The ‘fun-face’ is a visual link throughout the range to encourage an emotive response and an eye-catching color display that enhances easy product recognition. The new designs evoke a ‘dare to be different’ playful spirit.