PROJECT

WOOLIES

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

THE BRAND

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 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.