Woolworths Food Range

Putting fresh 

at the core.

The challenge


In line with its positioning as “the fresh food people” and with the aim of improving quality and value, innovate the range and strengthen brand proposition and promise to customers, Woolworths worked with us to rethink the look and feel of its core brand, as it transitioned from the Select brand to the new Woolworths food range.

Our thinking


Shoppers want to buy the best quality they can afford, which means that own brands need to be as appealing and aspirational as big name brands to be part of the consideration set. Following a comprehensive brand audit to deliver constant product improvement in both quality and healthy options, we needed to smarten up the range and deliver great taste in every pack.

The creative


With the design idea based on abundance, contemporary overhead food photography drives freshness and appetite appeal, often showcasing a serving suggestion.
Clever copy in product descriptions has a conversational tone, while the standardised claims and icons have been tamed into a simple, clear system. It’s all about encouraging shoppers to try something new and create a beautiful meal today.

Frost*collective delivered the creative strategy, visual architecture and concepts, working with Marque Branding, to adapt and execute the concepts across the full range of products.

Melanie Baker
Senior Brand Portfolio Manager
Woolworths Food Co.
Frost*collective carefully considered the positive attributes of our brands and how we could bring the joy of food to every pack.”


Together with the redesigned Essentials value range, the newly designed core range has delivered double digit sales growth, proving that effective design starts with understanding the customer and what motivates them, and delivering this with character.

Peter Hathaway
General Manager — Marketing
Woolworths Food Co.
The response has been extremely encouraging, with combined Woolworths and Essentials rebranded sales experiencing double-digit sales and unit growth, higher customer penetration and spend per customer on Woolworths and Essentials brands similarly up.”
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