For Easter 2014 Australian retailer Woolworths introduced a joyful new seasonal identity for their Private Brand Woolworths Select. The design created by Marque Brand Consultants had to appeal to kids and adults alike, stretching seamlessly across multi-categories including Bakery, Confectionery and General Merchandise.
Opting for an illustrative solution, the packaging includes a suite of friendly characters around the central theme of the ‘farmyard’.
A degree of naivety and quirkiness was essential to the appeal of the characters, so the style is simple while still injecting some humor into their poses and actions.
The color palette needed to pop off of the shelf, so softer, more natural shades of color were chosen, for a fresh, light, and less artificial appearance.