Woolworths Gold

Private Brand: Woolworths Gold
Retailer: Woolworths
Country: Australia
Category: B4. Holiday Or Limited-Edition Private Brand
Agency: Woolworths Australia


Greg Boulting, Design Director, Boxer & Co.
Mark Haygarth, Creative Director, Boxer & Co.
Sophie Challenor, Head of Non-Food Brands, Woolworths FoodCo Marketing


Quality time and food are the two luxuries that feature in most modern celebrations. The design for Gold, therefore, is inspired by the key idea of ‘magical moments’. Gold’s range of luxurious and unique products delivers an innovative offering that allows customers to trade up into something more special unique to treat themselves or loved ones.

A range of bespoke celebratory firework patterns were crafted to complement a vibrant and modern color palette, allowing flexibility across products whilst retaining a clear and distinct connection to the idea of fun and celebration. Timeless, elegant typography helps create a true sense of occasion while fine foil detailing cues premium and celebration.

The outcome is a magical, positive, and uplifting feel which would take pride of place in any setting.

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