Coles Finest receives a rebranding by Hulsbosch

Coles’ private label range, Coles Finest, has gone through a rebranding led by Hulsbosch as indicated by the brand and design agency, the brand system and design approach celebrates Coles Finest’s joy of food.

The master brand logo comprises of three parts: an ‘Experience the difference’ stamp, the Coles logo and a ‘Finest’ wordmark. The brand’s top-notch positioning, says Hulsbosch, is improved by a ‘honeycomb’ packaging pattern, on a dark foundation and is a particular brand resource for Coles Finest.

Other design components are new font styles, colour suites and ordered progression sets, food photography and simple read ‘back of pack’ symbol names.

Coles Group Own Brand, Quality and Sustainable Sourcing Manager Charlotte Rhodes says the rebrand is an instance of brand guardianship at the most elevated level in the national FMCG retail category.

“Coles Finest is Australia’s largest premium Own Brand range and has been in the market for over a decade. The exceptional work by Hulsbosch continues to transform this in-demand range.

Our investment fortifies the brand to remain competitive, strong and always relevant. Our customers enjoy fine food experiences and have an unwavering demand for quality, and we’re committed to extending the Coles Finest range with more variety than ever before,” Rhodes said.

Hulsbosch Creative Director Mikey Hart says the agency’s creative solution saw the incredible food offering itself become the normal legend of the brand identity, with tailor-made and considered photography highlighted on all pack designs.

“The logo mark and seal of quality, the packaging design and custom detailing ensure the sophisticated range redesign focuses on appetite appeal and communicates an elevated product quality that’s consistent cross-category and for all future products,” Hart said.