Woolworths Corporate identity and packaging
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
Woolworths |
| Project |
Corporate identity and packaging |
| Industry |
Consumer Goods |
| Services |
Brand Identity
Packaging Design
|
“Since rollout of the newly packaged Organic range commenced in early February 2004, sales have risen by 16%.” Nicki Russell, project selector, Health and Wellness at Woolworths
With organic food emerging as a new consumer lifestyle trend in South Africa, Woolworths is leading the way with the launch of the new packaging for their Organics range. Despite this, Woolworths felt the need to give their Organic range a fresh identity, including logo, product labelling and signage.
The perception of organic food as a basket of earthy covered vegetables eaten only by new-age bohemians is changing rapidly. In keeping with international trends, Woolworths has identified the need to move away from the previous ‘hippy’ feel and give their Organic range a more contemporary look.
The logo: The new capsule shaped logo comprises of a “stylised flower” icon, epitomising growth, which forms the letter ‘O’ in the word Organic. It was designed to be a bold and easy identifiable feature on the packaging. The primary colour of the new logo is deep rich green, maintaining the perception of something tasty, healthy and natural.
The label design: Backgrounds have been kept white and uncluttered, moving away from the previous “craft” feel.
The images/photography: All images on the labelling show the product photographed in its purest form.
The result is a new identity that is crisp, clean and up market, better aligning the Organic range with the Woolworths customer base.