Coles launches budget-friendly 'Simply' range via the thrills
Kate Richardson: "The cost-of-living crisis has impacted households across Australia, so we wanted to bring some positivity back to the weekly grocery shopping experience."
Coles has launched a new sub-brand, Coles Simply, in collaboration with Melbourne independent the thrills, geared towards budget-savvy consumers.
In response to Coles’ brief, the thrills team developed a brand strategy and design system for over 90 SKUs across the supermarket retailer.
"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," said Charlotte Rhodes, Coles Group general manager – own brand, quality and sustainable sourcing.
"Our long-term partnership with the agency has proven instrumental in the successful delivery of projects of this calibre."
Managing partner of the thrills, Kate Richardson, described how in-store research led the team to conclude a "personality-forward" entry would resonate 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. To capture the feel-good factor and dial up trust, we chose a wonderfully warm yellow," she said.
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"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."
On the opposite end, earlier this year, Coles engaged branding and design independent Hulsbosch to lead a rebranding project of its premium private label, Coles Finest.
The Coles Finest brand has grown rapidly since its inception just over 10 years ago, becoming a verifiable treat option for customers, particularly as the cost of living crisis drives up the costs of a weekly shop. In response, Coles has also invested significantly in its premium private label.
The rebrand saw results that “exceed[ed] expectations,” as Rhodes previously told Mediaweek.
The Coles Simply project follows the May announcement that Melbourne Royal had appointed the thrills as its creative agency of record for a multi-year partnership across their annual event, The Melbourne Royal Show, following a four-way competitive pitch.
