After 21 years Hulsbosch Design recastes the Woolworths brand into the future of the retail grocery sector. The incumbent brand — a matter-of-fact / confident graphic, gives way to an eye catching form of curves, swooshes and gradations, made easy with the functionality of the latest graphic software packages. The new Woolworths brand is an execution that brings into the fore the quest of many modern brands to be complex outcomes — where each solution often houses a suite of creative treatments. Many new brands have a symbol or motif, an abstract marketing concept or story, a custom type treatment, a strong design composition and or a complex colour palette wrapped into one outcome.

In such a time there seems to an opportunity for modern brand designers to develop outcomes that are simple and inviting, backed up with confident and intelligent presentation. The downside of a refined approach and with many brands adopting complex solutions it must be very tempting for client‘s to get carried away with all the twinkle, flicker and kapow of playfully rendered outcomes.

The test for the new brand will be time itself. Does it have the stuff to be around in 21 years — 2029, as achieved by the previous design?

Congratulations to the incumbent designers of the Woolworths brand who put in place a graphic identity that worked for an impressive stretch of time.

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