Page 56 - Packaging News magazine March_April 2023

PACK DESIGN & PRINT
Compelling brand proposition created by Hullsbosch.
Hulsbosch has created a contem- porary brand identity for Coles Joyful that includes a masterbrand logo with wordmark icon and a tagline, brand architecture, range positioning, new typeface and colour palate, tone of voice, and specially created packaging design for the outer carton and inner wrapper product formats.
According to Hulsbosch, at the cen- tre of the work is a “compelling brand proposition”, which “encapsulates the satisfaction of a great tasting, low-sugar snack, and highlights the benefit of a healthier way of life”.
“It says to customers, satisfying and surprisingly better for you food options, can also bring a little joy into your every day,” said Mikey Hart, creative director at Hulsbosch.
Creatively, Hart explains, Coles Joyful is an intentionally colourful brand, housing multiple different colours that celebrate the joy of food. “The yellow represents an optimistic outlook, com- bined with purple and teal to create a unique colour profile and overall usage system that Coles Joyful owns,” he says.
The Coles Joyful products are grouped into four ranges under the flavour ban- ners of Protein Bars, Crunchy Nut Bars, Muesli Bars, and Nut & Seed Bars, with each carton pack containing five indi- vidually wrapped bars –currently on shelf at Coles stores around Australia. ■
Hulsbosch, Coles deliver new brand to market
Design and branding agency Hulsbosch has developed a new identity for Australian supermarket Coles’ range of low-sugar nutritional snacks called ‘Coles Joyful’.
B
ASED ON THE projected strong mar- ket growth in health products, a strategic category, and a mar-
ket review combined with consumer insights, Coles has launched Coles Joyful as a new snack brand for the Australian market, which is targeted to adult consumers looking for a low- sugar alternative.
Boxer & Co brings Joy to pet food aisle
The pet food aisle in supermarkets is a crowded space, so creating stand out packaging is imperative. Boxer & Co has achieved this with a new brand and pack design for Joy Pet Food.
MANAGING DIRECTOR OF Boxer & Co, Gwen Blake, said, “Our goal was to create a brand that was approachable and friendly while also communicating the quality and pre- mium nature of the product.”
Describing the design, Blake says the centrepiece of the brand is a wordmark, crafted from lowercase let- terforms designed in a playful way: the wagging tail on the letter ‘y’ embraces the ‘o’, while the tittle above the ‘j’ changes and adapts across different product ranges.
Lead designer, Tim Meredith explained: “Having spent time observing the in-store environment, we noticed that the top of the packaging often got obscured by shelves or by the bag crumpling, so we stra- tegically positioned the wordmark towards the base, making it impossible to miss.
“Its three-letter simplicity allows it to be dialled right up in size, making a brand that’s impossible to either miss or forget. To achieve further stand-out in the sea of white and black packs, we selected green as the key colour, to imbue our brand with nature and freshness.
Above: JOY – three letter simplicity that can be dialled up in size.
“The overall design is sleek, modern, and simple, without any clutter so that the real-food photography we adorned the pack with could stand up and get counted.”
Pleased with the result, Joy Pet Food said that Boxer & Co had developed a “standout brand and logo in a particu- larly competitive category”.
The flexible pouches are printed and converted by O F Packaging, a company in Close the Loop Group. ■
56 ❙ MARCH – APRIL 2023
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