Page 11 - Packaging News Magazine Mar-Apr 2021

March-April 2021 | www.packagingnews.com.au
| NEWS 11
Coles Kitchen pack design shows convenience is king
BRANDING and design agency Hulsbosch has crafted the brand identity, packaging, complete range architecture, and style guide for Australian supermar- ket giant Coles’ new fresh con- venience range, Coles Kitchen.
Coles Kitchen is positioned in the high-growth convenience category, and features an exten- sive portfolio of cross-category, convenience food offerings. It joins the retailer’s portfolio of other fresh convenience meal ranges, including Coles Finest and Coles Nature’s Kitchen.
Mikey Hart, creative director at Hulsbosch, described this as a milestone project.
“The big challenge was to cre- ate an impactful creative solu- tion that had the ability to scale across hundreds of products.
Our work for Coles Kitchen tells a simple mealtime story and captures the brand promise of giving Australians deliciously simple, home-style inspired food and fresh ingredients they can enjoy fuss-free,” Hart said
The Coles Kitchen master brand logo’s key components include an illustration of com- mon kitchen utensils and all- inclusive brand wordmark.
A descriptor strapline ‘real food, fast’ delivers messaging of a quick-to-prepare mealtime solution and provides reassur- ance on quality and taste.
Coles Kitchen: New brand and pack design by Hulsbosch heroes convenience through impactful on-pack graphical cues.
The packaging hero is the food itself – with photography of fresh, raw colourful ingredi- ents and a finished meal to drive appetite appeal and help con- sumers make a quick decision at point of purchase.
The product packs communi- cate multiple mealtime benefits and attributes for a range of taste profiles, and a new typeface, iconography suites and naviga- tion colourways distinguish cuisine and product types. ■
Australian Circular Recycling
www.marpetaustralia.com.au
(03) 9791 5633
Martogg is an Australian, privately owned business, who has serviced the Australian and Regional Plastics industry since 1975.
In recent years, Martogg saw the need for a sustainable alternative to virgin PET for rigid packaging applications and in October 2016 commissioned the first of three Vacurema® lines, to produce food grade recycled PET.
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g Group’s own brand of recycled PET, marPET®, is produced in Victoria using Vacurema® Technology. As demand for food-grade rPET is growing worldwide, Martogg have committed to expanding their capacity to support Australia’s packaging manufacturers. Martogg recently started up its second rPET processing line and will have added a third line by mid-2020, this will increase their total marPET® recycling capability to 23,000 tonnes per annum.
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sustainability targets, through supply of locally produced rPET, which is recognised globally for it its quality.
is committed to working with businesses and brands to achieve corporate