We were commissioned to redesign the Woolworths Gold brand, giving the supermarket’s premium line a fresh look for Christmas 2016.
Quality time and food are the two luxuries that feature in most modern celebrations. The redesign, therefore, is inspired by the key idea of ‘magical moments’. Firework and confetti inspired shapes and a vibrant and modern colour palette are offset with premium gold foiling and a matte varnish finish.
While the products of the new brand are tied together with an overall visual look and feel, it also embraces category cues with a flexible system, rather than employing a rigid format across the board.
“We’re already seeing the great results of the
redesign by Boxer & Co. with customers already
embracing the new look range in our stores.
The new Gold is a clear demonstration that we have
taken a bold leap forward in the premium space
within a food retailer in Australia..” Olivia Hadlow, Brand Manager - Own Brand - Gold, Seasonal
& General Merchandise, Woolworths Food Group