Frost Design tackles Woolworths redesign project

Woolworths South Africa has begun rolling out its Essentials range of supermarket items, the first phase of a complete packaging overhaul being undertaken across all lines within the retailer’s portfolio of house brands.

The project will be overseen by creative director Vince Frost of Frost Design.

The initial stage of the Essentials range packaging project takes in more than 150 lines including dairy, produce, meat and poultry, cereals, beverages, dry goods, biscuits, bakery goods, frozen foods, household cleaning, laundry and personal care products.

“Woolworths has never done anything like this before,” said Frost. “But the sheer scale of this packaging redesign project, which will ultimately encompass more than 5000 items, makes Woolworths a global leader in this field.”

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