Hulsbosch has completed a packaging redesign and positioning update for leading Australian supermarket chain Coles and its entire ‘Own Brand’ Confectionery range.

The overhaul across the entire range of Lollies and Liquorice, intends to elevate the ‘Own Brand’ brand block on shelf, showcase a new way of grouping the products and reveal a stronger, more attractive design visual for variants in the range.

After an extensive category review by Hulsbosch and Coles, it emerged along with a competitive price point, customers were making healthier shopping choices, looking for less sugar and artificial content in Confectionery products.

After five years, the new Lollies and Liquorice packaging deliver designs with the following attributes – simpler packaging appearance, strong messaging hierarchy, shelf blocking, a clear ‘no artificial colours or flavours’ message and an engaging personality.

Hulsbosch director, Jaid Hulsbosch said: “Our unique, fun and clean designs define each product’s own personality and message for customers.

“From Liquorice All Sorts, Snakes, Milk Bottles, Jelly Beans and everything in between we have applied our strategic and design skills for each individual Confectionery SKU for impactful shopping results instore or online.”

To provoke personality and flavour cues for each product, simple graphic depictions of happy, expressive faces are the central element; the ‘fun-face’ is a visual link throughout the range to encourage an emotive response and an eye-catching colour display enhances easy product recognition.

Coles Own Brand head of marketing, Belinda Anderson said: “Hulsbosch’s brief was to reflect the fact our Own Brand Confectionery offers a bright, fun and colourful treat that brings everyone together.

“The range has a classic appeal that transcends age and fashion – they’re a unique stable of sweet offerings that are a category constant.”