Close
 

Countdown product range gets rebranded

  • News
  • February 1, 2018
  • Georgina Harris
Countdown product range gets rebranded

Countdown's own product range has been given a rebrand, a process which after 18 months has seen 500 products such as bakery, perishables and deli, get a new fresh modern look. 

The product rebranding was for both the Australian and New Zealand markets, yet according to Brandhub, a brand and packaging agency based in Auckland, there where key differences between the designs for each market.

Australia versus New Zealand

Despite the New Zealand and Australian-led design teams both working on products for the same supermarket, there are key differences in Australian and New Zealand consumers so it was important to prioritise what the customers are looking for.

“Woolworths in Australia was part way through its rebranding, but New Zealand wanted its own take on the refresh,” says Douglas. “[The rebrand] had to relate to what Australia was doing, but Kiwis have different requirements, in what they are looking for with packaging is different.”

She says the biggest difference between Australia and New Zealand requirements is Kiwis like to see the product that they are buying.

“It’s all about the product, particularly when it comes to fresh. It’s not so much about the information on the pack – it’s how fresh does the product look? We want to see it, smell it or feel it. That’s what people are looking for.

"[In New Zealand] we have a lot of fresh produce and access to such, there’s a lot of choice. Australia has quite a bit of [call out’s, information] going on – Australian’s like to see that kind of information – benefits, nutritional information – so although New Zealanders like to see that, they like to see a smaller amount.”

Creating a new look

Douglas explains the goal of the refresh for Brandhub was to make sure it provided a vibrant and uplifting design that told a story, allow flexibility between all of the departments and different ranges and requirements, while providing uniformity to build the Countdown brand equity.

She says it was time for a refresh. "Brands have life cycles. Every five to seven years people will be doing stuff like this. Design, like anything, gets a bit dated."

Douglas says Brandhub applied its “HUB” (hatch-unify-brand) approach to the task, looking at insights and qualitative/quantitate research from Countdown to understand customer needs. 

This included speaking to business managers and people within Countdown who knew the range, as well as going to stores across Auckland to see what they would be dealing with.

“We asked ourselves questions - what can we do with this and what’s our take on it? We introduced the use of illustrations and shape, and the more playful look because [the brand essence developed] was all about the joy of fresh food.”

Mandatories from Australia included logo treatment, fonts and a tiering system of Countdown’s Core and Core Plus ranges, though Douglas says this wasn’t a limitation and the company was able to put its own personality into the refresh. The Core Plus range is yet to be launched into stores. 

Once Brandhub had looked at what Australia had done and the guidelines it had to work within, part of the strategy was to distil down what was the essence of Countdown Fresh range.

It decided on three main pillars which would guide the messaging; provenance, sensory and benefits.

“For most of the core products we led with sensory – such as sharp tasty cheese – then captured some of the provenance story, such as made in New Zealand, and benefits such as ‘perfect for sandwiches',” says Douglas.

She says this helped determine what information was on the pack.

“We wanted to be able to have room to play around with imagery, especially with products where you can’t see the product unless you turn it over.”

The look was also brighter colours and bolder fonts for Core, while Core Plus, the more premium range, generally leads with provenance while sensory becomes less prominent.

Close to home

During the rebranding process, Douglas says they found people perceive home brands to be lesser quality, something she says isn’t the case.

“A lot of the time they are exactly the same quality as the product sitting beside them. What I think [Countdown] needed to overcome with this rebrand was this perception of mass production.” 

With the home brands becoming more prominent - Foodstuffs has its Pams, Pam Finest and Value for example - Douglas says it is important for supermarkets to get on board.

“It offers customers great quality at great prices. Supermarkets have so much sourcing power they can make a vast range of staple products available to their customers, offering an alternative to other brands."

However, rebranding can come with a large risk, something companies don't take lightly, such as Gregg's. When its agency FCB was tasked with giving its herb and spices packaging a new look, it was careful to maintain some familiar features of the old packaging to ensure consumers didn't lose the products on the shelf.

It's an insight from Byron Sharp, a professor of marketing science at the University of South Australia and author of How Brands Grow, who identifies packaging changes as one of the most common mistakes business make with brand strategy as it can reduce a brand's ability to be noticed.

Douglas also acknowledges the risk when speaking about the packaging for Countdown's brand, particularly when a brand has a very strong following.

"When people are loyal to a brand and feel they have a connection to a brand, changing it can be risky. In my experience the companies that do it the best make sure they do their research, deciding upon a refresh after weighing up all the risks and opportunities.”

The response to the refresh, says Douglas, has been really good and the team has enjoyed working on the project.

“Hopefully the perception of home brands is starting to change because it's holding its own against the competitors. For a product, the most critical touch point is the packaging.”

Countdown’s business manager of Fresh, Sean McManus says the end results so far have been excellent and well received by customers.

"I look forward to completing this phase of work with Brandhub and continuing on in the future”.

This story originally appeared on Stoppress. 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Going to the dogs: Kelvin – the Thermokennel keeping dogs happy and healthy

  • Design
  • August 20, 2018
  • Georgina Harris
Going to the dogs: Kelvin – the Thermokennel keeping dogs happy and healthy

Kelvin – the Thermokennel was created to keep working dogs comfortable and productive. Georgina Harris spoke with creator Rosie Todhunter and Daniel Faris, chief executive of Locus Research, about the design, its Kickstarter campaign, and the origins of the name.

Read more
 
 

FreightFish is experimenting with hydrofoil shipping

  • Design
  • August 20, 2018
  • Jonathan Cotton
FreightFish is experimenting with hydrofoil shipping

These are your shipping options: slow or expensive. Neither is ideal, right? Well, that’s the problem Max Olson is looking to solve with a new high-speed hydrofoil-based shipping venture, FreightFish.

Read more
 
 

Nelson retailers meet over decline in CBD activity

  • News
  • August 17, 2018
  • Tracy Neal
Nelson retailers meet over decline in CBD activity

The "For Lease" signs on shop windows in Nelson have become a predominant window display.

Read more
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
How to open a store
Sarah Dunn considers what it would take to ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Ticket reseller Viagogo taken to court

  • News
  • August 16, 2018
  • Radio New Zealand
Ticket reseller Viagogo taken to court

The Commerce Commission will take the controversial ticket reseller company Viagogo to court, saying it breached the Fair Trading Act.

Read more
 
 

How the New Zealand market is reacting to the single-use bag ban

  • News
  • August 16, 2018
  • Sarah Dunn
How the New Zealand market is reacting to the single-use bag ban

Prime Minister Jacinda Ardern announced on Friday that single-use plastic bags will be phased out in New Zealand over the next 12 months, a necessary move to preserve the country’s green reputation. What do businesses in Aotearoa either making alternatives to plastic or attempting to phase out its use think about the move?

Read more
 

Kiwi brand takes flight: Whittaker's opens first store in international airport

  • News
  • August 16, 2018
  • Courtney Devereux
Kiwi brand takes flight: Whittaker's opens first store in international airport

International travellers can now take our country’s favourite chocolate with them when they travel, as Whittaker’s has opened its first physical store in Auckland International Airport.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}