Project

Woolies

Overview

To breath life into a once “dormant” Woolworths brand. Focusing on infusing a playful and fun personality into the brand with an unwavering ambition for leadership.

Expertise

Brand Personality

Identity

Logo

Toolkit

THE SOLUTION

Centring around the winter season, channeling its playful essence, while asserting its pioneering force in clothing technology Woolworths is transformed into Woolies.

The combination of a lighthearted winter spirit and the drive of a leader unfolds throughout Woolies' entire brand. The typography and colour palette seamlessly fuses contemporary and playful elements.

With these components, Woolies emerges revitalised and captivating, breathing new life into a once-forgotten name.

Mission statement

Brand values

Aspiration visual brand driver

made entirely from "W's"

matching curved edging

curved snowball edging

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MISSION STATEMENT

Making winter worth it! Providing warmth, improving life + creating fun.

TAGLINE

Making winter worth it!

BRAND VALUES

Passionate, Fun, Ethical, Youthful, Quality + Innovative.

THE LOGO

The Woolies logo redesign embodies simplicity and modernity. The emblematic snowflake, composed entirely of "W"s, symbolises Woolies' renewed identity, mirroring the graceful form of a snowball, illustrating the idea of growth and momentum.