There’s nowhere like Australia when it comes to Christmas. The idea was to capture the natural magic and beauty of an Australian festive period, whilst avoiding more stereotypical Northern hemisphere themes that are so common around this time of year. For those of us down under, it’s all about sunshine and warmth and sharing time out with loved ones in a fun and laid-back way.
The final aesthetic portrays a relaxed elegance, abundant with food, family and friends, just the way that we see Christmas. The fresh, friendly, festive and special tone is captured through a unique Australian native centrepiece which sits proudly at the heart of the pack. When dismantled, the wreath offers a distinctive set of assets to be used across ranges and across various touch points.
Classic serif typography gives a nod to tradition whilst a backdrop of bright day-lit photography was key to enhance the feeling of a contemporary Aussie Christmas. A discoverable festive twist was given to the modern Woolworths brandmark to further communicate the mix of modernity and festivity that Aussies have come to associate with Christmas.
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“We are thrilled with our new Christmas own brand livery which extends across both our food and general merchandise range. From the outset our brief was to deliver a fresher and typically Australian look and feel whilst capturing the magic of the festive period. Our teams are excited that this has now launched as we head towards the Christmas period.”
Head of Non Food & Design, Woolworths FoodCo