To breathe life into a once "dormant" Woolworths brand. Focusing on infusing a playful and fun personality into the brand with an unwavering ambition for leadership.
brand personality & identity | logo | toolkit
Making winter worth it! Providing warmth, improving life & creating fun.
PASSIONATE | FUN | ETHICAL | YOUTHFUL | QUALITY | INNOVATIVE
tagline | brand values
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.
aspiration visual brand driver
curved snowball edging
matching curved edging
made entierly from "W"s
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.