10˚ SOUTH
THE BEST OF COLES AUSSIE BEEF, BROUGHT TO THE WORLD
Coles Export™, having had huge success with their meat exports to South East Asia, China and beyond, aimed to stay competetive in the growing premium meat category. Australian beef has grown in recognition as being some of the best in the world and working with The Thrills™ agency, I was tasked with helping Coles™ provide a brand strategy and wholesale product launch that both celebrated the quality and unique provinence of its premium grass-fed beef.
THE THRILLS™ MELBOURNE - 2021 - SENIOR DESIGNER
UNIQUELY AUSTRALIAN
The development of 10˚ South required a solution that not only elevated the brand promise but also allowed connection to the established Coles™ meat strategy. Championing the Coles™ signature in-store beef 'Butcher Blue' as its core colour, I helped develop a look and feel that encapsulated a heightened quality and elegance. The story was grounded in a pastural Australian landscape narrative through contour linework and honest, curated, and studio-shot photography.
BRINGING IT TO LIFE
To best deliver the 10˚ South story, I helped develop unique brand experiences that would give wholesalers and consumers a more definitive Australian beef narrative. Unboxing elements, unique promotions, in-store takeovers, and a conceptualised digital experience all help to solidify the brand and allow better stand-out in a competetive wholesale market.
