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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.

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The project covered


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

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