Coles has given its premium Private Label range, Coles Finest, a makover, recruiting Hulsbosch to spearhead a brand transformation project for the Australian supermarket chain.

According to Coles General Manager – Own Brand, Quality and Sustainable Sourcing, Charlotte Rhodes, the rebranding is a case of brand guardianship at the highest level in the national FMCG retail category.

The Coles Finest range includes over 100 products, from jams, honey, coffee, bakery and desserts to fresh meat and fish, and ready-made meals. The brand’s premium positioning is enhanced by a ‘honeycomb’ packaging pattern, on a black background, which is a distinctive brand asset for Coles Finest.

“Coles Finest is Australia’s largest premium Own Brand range and has been in market for over a decade,” she said. “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 are committed to extending the Coles Finest range with more variety than ever before.”

The Hulsbosch brand strategy and design approach was designed to celebrate the joy of food in the Coles Finest range. The Coles Finest master brand logo by Hulsbosch consists of three components; an ‘Experience the Difference’ stamp, the Coles logo and a ‘Finest’ Wordmark.
Other design elements are new fonts, colour suites and hierarchy sets, food photography and easy read ‘back of pack’ icon labels.

Creative Director at Hulsbosch, Mikey Hart, said the creative solution saw the food offering itself become the natural hero of the brand identity, complete with bespoke and considered photography featured 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 is consistent cross-category and for all future products,” he added.

The Coles Finest range is currently available online and in Coles stores around Australia.