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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.

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.

 

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.

Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
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Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production
Coles Best Buys Catalogue Brand Photoshoot Production

The project covered

 

Catalogue Design & Production | Photography | Design asset creation | Point of sale | Integrated campaigns

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