Essential Quality
Woolworths South africa
The Woolworths Essentials range of everyday items, from peanut butter to fabric softener, represents true value for money without compromise. Thoughtful design underlines Woolworths’ philosophy of “the difference” by embedding a unique idea into every single product, a real innovation in South African housebrand design. Each idea expresses the function or benefit of the product.
Thoughtful design forges connections with AN IDEA IN EVERY PACK
While housebrands often lack personality, we used simple bold typography and strong graphic shapes to inject a sense of energy and life. The clean white background underpins the trusted quality message. Saying it straight and loaded with personality, each with a unique idea, proving the simplest ideas can be the most effective.
A TRANSFORMATIVE IMPACT, WITH SALES UPLIFT OF UP TO 40%
Woolworths Essentials successfully ‘democratised’ quality food with a clearly signposted ‘everyday’ offering.
The effect transformed the business during a deep recession with double digit growth on many SKUs. As an example, the new spices range saw an uplift of 40% in sales.
