M.I.N.T
Paint your Plates with Passion
Woolworths approached us with a brief to create a new brand for kitchen accessories. They needed us to develop a motivating proposition which could span a large cross-category product range including kitchen tools & prep, cookware, bakeware and ovenware. The key to this project was to link the brand proposition to the “joy of food”.
We created an aspirational brand with a purpose to inspire the foodie in everyone. The packaging needed to be fresh by nature, conjuring an emotive association with cooking. Our design look and feel consists of bold, macro food photography combined with an expressive paint brushstroke to evoke the passion of creating culinary masterpieces.
With navigation being key in this category, we developed packaging that was clean, aesthetically pleasing and easy to read – harnessing some consumer-friendly product benefits and helpful tips for keeping your products for longer.
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“The design solution for M.I.N.T galvanised internal teams from the start and building a strong brand framework at the onset helped guide all internal teams working on the project to ensure that brand principles were applied beyond just look and feel across all aspects of the customer offer.”
Sophie Challenor,
Head of Non Food Brands – Woolworths FoodCo Marketing
