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The redesign of Woolworths’ value range was part of a major strategy to restructure the tiering of the supermarket portfolio. The lines were previously blurred between Homebrand and mid-tier Select, so a complete redesign was required to set the two apart – thereby simplifying the way consumers would shop. We completely stripped back the designs, taking a minimal approach to establish a uniform style that was bold, honest and above all, simple. The ultimate task was to create a template that could be guidelined for some 600+ packs across every possible format and every possible platform.