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For Easter 2014, we were tasked with creating a joyful seasonal identity for the Woolworths own brand Select. The design had to appeal to kids and adults alike, stretching seamlessly across multi-categories including Bakery, Confectionery and General Merchandise. Opting for an illustrative solution, we developed 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 we kept the style simple whilst injecting some humour into their poses and actions.