A new challenge for Coles
In 2019, Coles decided it was time to trial a ‘middle aisle’ in eight of its Victorian stores, giving customers the chance to pick up quality non-food products at a great price. The success of this pilot would inform the decision to roll out this new offering, dubbed Coles Best Buys, nationally.
Making Coles’ new offering feel right at home
Our task was to create a series of fortnightly catalogues focused on seasonal products, general home needs and themed events with the aim of matching competitors at key times of the year.
Working with a tight budget, we art directed and photographed each feature product taking care of production as well – from location scouting and set building, to talent selection and product styling.
Clarity is king
Part of our challenge was to take seemingly ‘random’ products and develop a story for each event.
Instead of working to the usual grid system of most catalogues, we pieced each spread together like a puzzle, finding a home for every odd shaped, interesting product, making sure the end result never looked cluttered.
Dispatch down to a fine art
To simplify and expedite the final stages of the process, we created finished art parameters and set up digital specs.
Coles Best Buys, even better results
We’re pleased to say Coles Best Buys has been hugely successful, delivering great sales numbers and also boosting broader store revenue. Coles Best Buys has now expanded to over 400 Coles stores across the country, and the catalogues have moved to a weekly schedule. All in all, a resounding success.
The project covered
Catalogue Design & Production | Photography | Design asset creation | Point of sale | Integrated campaigns