Frost* Design Blog

August 23rd, 2010 10:59 AM

What’s the big idea?

Our design director Quan Payne presented his talk last Thursday on design expectation of the packaging industry a part of the Institute of Packaging South Africa (IPSA) Congress. The theme of the topic, “What’s the big idea”, looked at how the creative idea fits in to the consumer narrative. Using Woolworths South Africa as a case study, he discussed the way our philosophy has been applied to transform Woolworth’s brand perception, creating a new relationship between the company  and their customers. Even though he was the only guy in jeans and t-shirt among suits, the talk went down really well!

July 20th, 2010 2:35 PM

The Essential Ingredient

The in-house design studio we’ve set up for Woolworths department store in South Africa has begun rolling it’s first new packs out onto shelf, the initial stage of what will be a mammoth packaging redesign program, eventually encompassing more than 5000 items.

Essentials is Woolworth’s entry price point range of house, basic supermarket items, with all of the quality you’d expect from the brand, but a price tag that will make customers smile. It has also been the first to receive the Frost* treatment. Our packaging redesign strategy is not only about contemporisation, but ensuring all own ranges communicate the quality which defines Woolworths’ very essence, by embedding good, thoughtful design into the brand through packaging.

Simple, bold typography and the use of elements like photography and graphic shapes, aim to speak to the consumer in an engaging, intelligent way. Colour is also used in category leading ways, to differentiate variants within the lines.