The initial stage of the Essentials range packaging project took in more than 150 lines including dairy, meat and poultry, cereals, beverages, dry goods, biscuits, bakery goods, frozen foods, household cleaning, laundry and personal care products. Woolworths’ Essentials are high-quality, basic staples set at entry price points with the strategy to contemporise while “ensuring the packaging communicated the quality which defined the very essence of the Woolworths’ brand”.
“We really aimed to underline Woolworths’ philosophy of ‘the difference’, by embedding good, thoughtful design into the brand through packaging,” says Vince. “There is a unique idea behind every single product and that is a real innovation in house brand packaging design. Each idea expresses the function or benefit of that individual product.”
Whilst generic or house brand lines are often devoid of any personality, the Woolworths’ Essentials range used design to inject a sense of energy and life. Simple, bold typography and the use of elements like photography and graphic shapes, aimed to speak to the consumer in an engaging way. Colour was also used in category-leading ways to differentiate variants within the lines.
“In addition to the packaging and design team mentoring, we were charged with delivering an updated version of the Woolworths South Africa Brand Book to complement the packaging strategy and introduce clients and staff to their fresh look and feel,” says Vince.
To ensure Woolworths’ personality was reflected in the right way, Frost* decided it was important to step away from traditional corporate brand books and communicate in an honest, down-to-earth manner. With the theme, ‘what a difference a day makes’, the brand book reflects Woolworths’ round-the-clock commitment to quality in their stores and to their communities.
The visual narrative is a stunningly rustic demonstration of this approach. The reader is taken on a journey that begins at dawn as Raven the cow waits patiently to be milked and ends in the dead of night as an energy saving globe is switched on. The stories provide insight to the care and attention each Woolworths’ employee brings to making a difference to the company and the people it supports.