Coles Express Big Yum logo

Giving service station food a tune up

Whippet’s first task for Coles Express was to develop the brand identity for a new range of food options including fresh sandwiches and wraps, baked goods and espresso coffee. Dubbed ‘Big Yum’, this line would provide more choice for those after something delicious on the go with a wide range of delicious new inclusions and traditional items designed to compete head-on with established category stalwarts like the humble meat pie.

Coles Express store interior

A special store with a fresh approach

An exciting new development meant that the popular Coles Elsternwick store had to shut its doors. To prevent the local community from being too inconvenienced, an ultra-handy Coles Express was to be opened up nearby, with a significantly expanded range and a fresh new look.

Coles Express sandwiches in three flavours

Given our experience with store design and POS, and our existing relationship with Coles Express, Whippet was a natural choice for bringing this unique new Coles Express to life. A new pelmet design, updated packaging, some clean navigation and clear messaging all help to lift perceptions and make the new Coles Express a great alternative while the Elsternwick store is under construction.

“Whippet have helped us with everything from packaging design to in store comms and even high level brand strategy. I know they’ll always listen, ask the right questions and nail it first time every time.”

Hannah Wilson

Marketing Manager Coles Express

One for the road

Famously snobbish about coffee, convincing skeptical Aussies to try Big Yum’s 80c espresso offering would be no mean feat. We combined rustic textures with cues from premium cafes to help convince customers that convenience store coffee could be every bit as delicious as it is cheap.

Popcorn and fruit and nut mix in cups

It’s snack o clock

After the Big Yum brand was established, a further gap in the market was identified, so we were tasked with creating packaging for a new range of popcorn and nut snacks. Designed to fit in a car cup holder, we delivered a neat solution wrapped up in fun and colourful graphics that popped aplenty.

The project covered

Visual identity | Design asset creation | Brand guidelines | Point of sale design | Local area marketing | Press design | Integrated campaigns | Store development | Packaging

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