woolworths_gold-1Australian retailer Woolworths has given the supermarket’s premium private brand a fresh look to appeal to customers in the lead-up to Christmas. Within the portfolio of Woolworths brands, Woolworths Gold has been repositioned as a seasonal offering for customers. The new design by Boxer & Co. is a modern, multi-category brand, sparking joy and excitement around the key idea of celebration.woolworths_gold-3

Olivia Hadlow, Brand Manager – Own Brand – Gold, Seasonal & General Merchandise, Woolworths Food Group said; “These days, the ultimate luxury is time; the time to connect with each other, have fun and indulge ourselves. A key part of that enjoyment and connection is food – it’s quite literally at the center of the celebration. Woolworths Gold helps our customers enjoy those rare special occasions with loved ones.” The redesign was inspired by the key idea of ‘magical moments’. Firework and confetti inspired shapes and a vibrant and modern color palette are offset with premium gold foiling and a matte varnish finish. woolworths_gold-4

The distinguished lime seal houses the new Gold icon and is a staple feature spanning all categories. While the products of the new brand are tied together with an overall visual look and feel, it also embraces category cues with a flexible system, rather than employing a rigid format across the board. The hero elements – a celebratory burst and confetti dots – are the interchangeable building blocks for a flexible architecture.woolworths_gold-5

In the Bakery range, large, delicious food photography with an organic confetti pattern is a fun and magical nod toward the world of celebration. The typography is influenced by boutique bakeries and flat, clean and strong Parisian colors combine with the gold foil pattern to give a truly indulgent feeling. Confectionary is the most giftable range. The ‘burst’ of celebration is at the heart of every pack and colors are vibrant, modern and gift-wrap like. – See more at n Meat, blocky sans-serif typefaces, and masculine colors are reminiscent of a traditional butchery. woolworths_gold-6woolworths_gold-7



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.