In a bid to cater to budget-conscious consumers, Coles has partnered with The Thrills to launch a new sub-brand, 'Coles Simply'.

The range, which covers more than 90 SKUs across the store, from fresh to frozen and food to non-food, is aimed at offering everyday quality products at affordable prices. The brand strategy and design system, developed by The Thrills, has already won gold at The Vertex Awards.

"The innovative thinking and creative strategy led to the distinct and visually approachable identity of this store-wide range, which was key to making it a success," said General Manager - Own Brand, Quality and Sustainable Sourcing at Coles Group, Charlotte Rhodes.

The design elements of the sub-brand aim to defy bland and basic entry-level trends. Instead, they have been developed to offer consumers value that is relevant to their needs.

Managing Partner of The Thrills, Kate Richardson, said: "The cost-of-living crisis has impacted households across Australia, so we wanted to bring some positivity back to the weekly grocery shopping experience. To capture the feel-good factor and dial up trust, we chose a wonderfully warm yellow," she said.

Richardson also emphasised the importance of colour for brand recognition and visual consistency. "Colour acts as a simple yet effective tool for brands to create instant recognition and visual consistency. Not only are the products easy to identify, but it’s an uplifting range that consumers will be proud to put in their basket."

The 'Coles Simply' range is currently available in store.