Hulsbosch creates new identity for low-sugar snacks range, Coles Joyful
Design and branding agency Hulsbosch has developed a new identity for Coles’ low-sugar nutritional snacks range, Coles Joyful.
The identity includes a Masterbrand logo with wordmark icon and a tagline, brand architecture, range positioning, new typeface and colour palate, tone of voice and specially created packaging design for the outer carton and inner wrapper product formats.
The new look aims to convey a brand proposition that promotes the benefit of a healthier low-sugar snacks.
Creative director at Hulsbosch, Mikey Hart, said: “In the snacks, there is less of the bad stuff and more of the good. It’s tasty, full of flavour enjoyment – that doesn’t taste like cardboard – you can feel good about, and always with the Coles endorsement guarantee for trusted value.”
Head of marketing for Coles Own Brand, Belinda Anderson, said: “With so many people looking to reduce sugar in their diets, our nutrition and product development teams have done a fabulous job partnering with suppliers to deliver a wide range of delicious snack options that are healthier without compromising on taste.”
Other recent Hulsbosch rebranding works include those for The Lighthouse Foundation and Kleenex tissues. It also released an online campaign for public broadcaster SBS in January to showcase the latter’s employee diversity.
Credits:
Mikey Hart, Creative Director
Grace Brown, Design Director
Olivia Walton, Senior Designer
Andrew Norris, Senior Finished Artist
Jaid Hulsbosch, Managing Director
Eils Robertson, Senior Account Director
Ella Heffernan, Account Executive
Vivienne Buls, Studio Manager
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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