A campaign of scale - playful & unmistakable
Coles Supermarkets
What I Delivered
National campaign creative (instore, social, digital, & print)Above-the-line campaign strategy & executionBespoke tote bags & limited-editio packagingIn-store activations & modular retail KoPsPoint-of-sale materials (signage & digital screens)Full digital suite: socials, online store, webStrategic partner collaborations, including co-branded assets
Coles is one of Australia’s largest and most influential retail brands, shaping how millions of Australians shop and celebrate every season. Rolling out seasonal campaigns in their sites, Coles required curation across every touchpoint - instore, social, digital, and print. The design systems are centred around flexible campaign systems called a Kits of Parts (KOP) for events like Easter, Halloween, Father’s Day, and more. Each KOP was designed for consistency and impact, using a refined graphic library that unified the Coles brand experience across environments. The design work ensured every campaign felt fresh, cohesive, and unmistakably Coles - wherever consumers engaged.The campaign’s visual language was brought to life through
a series of bespoke illustrations by renowned Australian artist Pete Cromer, whose signature bursts of colour and playful, layered shapes inject the Coles brand with warmth and personality. The Easter eggs and animal motifs are more than decorative - they symbolise new beginnings, joy, and the spirit of celebration, whilst the geometric forms and harmonious pastel palette creates instant shelf impact and brand recognition. The result was a vibrant, optimistic, and unmistakably Coles brand campaign across every element.
