Woolworths

Completed at CTTC Design in Collaboration with Woolworths.

Identity and packaging design for Woolworths, one of South Africas most respected retailers. Over the seven year period as the creative director at CTTC design, Todd worked in a collaborative, B2B relationship with Woolworths on many significant private label ranges within the retailers beauty and homeware departments.

1 / 15 African Spa
2 / 15 Fresh Flowers
3 / 15 Summer Garden
4 / 15 Classic Collection
5 / 15 Woolworths Home
6 / 15 Benefits
7 / 15 W Man
8 / 15 Mothersday
9 / 15 Opulence
10 / 15 Touch
11 / 15 Retro Spa
12 / 15 Traditional Christmas
13 / 15 Soap Shop Takaway
14 / 15 Hot Summer
15 / 15 Garden Flowers

The collaboration with Woolworths also meant working alongside some of the industries most respected designers and studios. The redesigned corporate identity was created by the late Massimo Vigenelli and the implementation of the brand was spearheaded by Australia's Frost design.

Todd’s experience with Woolworths was an incredibly prolific and inspirational one, working with many talented people that over the years became far more than simply a client.

SOAP SHOP

Creative direction, packaging design, sourcing, artwork and print production

Initially briefed to create a packing solution for soap that could be offered in a vast array of design styles – traditional, decorative, classical, modern, abstract and typographic – the result was a visual feast for the consumer. From a number of different packaging solutions that were sourced, the concept of using tins was chosen for the Christmas Soap Shop, becoming the best selling seasonal gift in 2011. Each soap variant stood out from the rest, appealing to a different type of buyer.

HAND & NAIL SHOP

Packaging design, constructs, technology and artwork

Following on this success, and to run alongside the continued post-seasonal Soap Shop, a Hand & Nail Shop was developed. A similar level of variation in design was achieved, and housed within a silver metal-appearance tube. A clever Point of Sale unit was designed to allow the Hand & Nail creams to stand up whilst displayed in store, further adding to the dramatic visual that the two ‘shops’ created.

AFRICAN SPA

Packaging design concepts, constructs and technology

Chromatically, it was important for the products to represent the vibrancy and culture of the African continent and so rich tones of orange, yellow and dark brown were balanced alongside lighter shades of green and purple. Jar shapes resemble traditional clay pots with the African inspired ingredients screen-printed to the outside. The two-phase bath oil beautifully represents an African sunset while the tubes take on a rich earthy feel.

GARDEN PARTY / FRESH FLOWERS

Packaging and gift set design, constructs, technology and artwork

A vibrant floral and illustrative style, combined with modern packaging, was used to appeal to a wide demographic of mothers on Mother’s Day, and women in general following the celebration day. A perception of quality was added through the use of glass and the framing of product titles and descriptions in a rich purple panel. This also ensured prominence against the bright floral backdrop. Folded carton box technology, with lids replaced with PET windows, ensured visibility of the products, giving it a stunning shelf appearance, and also adhering to Woolworths ecological principles.

SUMMER GARDEN

Range extension: packaging design, illustration, gift set design, artwork

Creating a new ‘limited edition’ variant for the long standing Simply Floral range, required it to be recognisable within the brand, yet individual enough to gain customer attention. A new and unique visual was required and it was decided that it should be more illustrative than the existing x-ray photo style used in the range. After a number of proposed visual refusals by the client, I decided to pick up my brush to create vibrant watercolour and pencil style images that instantly were accepted for the project. A mixture of serif and script fonts complemented the visuals, and all was applied to a selection of both opaque and transparent vessels. The design proceeded to outsell original variants and quickly became a core range for the Simply Floral brand. 

CLASSIC COLLECTION

Packaging and gift set design, (concept through to final artwork), constructs and technology

Maintaining, and increasing, appeal in this well-established brand was the key focus when revitalising the original Classic Collection design. New branding, foil block printing, a glass etching-effect, new decorative pattern elements and the deliberate use of tactile materials, all complimented the existing silver finishes to the caps and dispensers, and together created a beautifully sophisticated revolutionary design. A home fragrance collection consisting of diffusers, candles and room sprays was also added to the core bath and beauty range.

BENEFITS RANGE

Packaging redesign, range extension and gift set design, (concept through to final artwork), constructs and technology

Keen to emphasise the natural elements of this range, muted tones and clean, simple typography were used throughout. Clear HTPE tubes were introduced for some products, so to allow the fill of product itself to add to the overall design. Packaging the gift sets in wooden boxes further added to the natural feel of the range.

RETRO SPA

Packaging and gift set design, constructs, technology and artwork

This fun bath and body range, produced for South African retailer Woolworths, consisted of three individual gift sets: bathing beauty, Foot lounge and hands on. The sets used PET boxes to allow it's contents to be visible to the consumer. PET dividers were used inside to keep components firmly in place and a handle was engineered to the outer packaging for easy purchase and takeaway. A soap was also included into the range.

WOOLWORTHS HOME

Packaging design (concept through to final artwork).

Retailer Woolworths briefed for a home fragrance range with a simple and clean look. Two variants were created, the Ginger & Lime fragrance as a negative to the positive palette of the Amber & Vanilla. This minimalist approach to the design gave it a wonderful high-end shelf appearance in the retailers homeware department. The range featured single candles, votive candles, room sprays and diffusers, all packaged in quality rigid matt finished boxes.

TOUCH

Packaging, gift set and point of sale design, (concept through to final artwork), constructs and technology

As briefed by Woolworths, each fragrance of hand and nail cream in the Touch range uses strong imagery to tell its own design story. Tight architecture and a constant colour palette then act as a framework to maintain continuity on shelf. Metal effect 60ml tubes stood up in a specifically designed Point of Sale unit further add to its unique shelf appeal, and three tubes packaged together make it a stunning instant gift.

WOOLWORTHS MOTHERS DAY

Packaging and gift set design, constructs, technology and artwork

Combining a vibrant colour palette, decorative patterns with clean typography, the range was designed to have appeal beyond that of the celebratory period. The product line up consisted of a three piece pamper pack, feet up slipper set, bath bliss gift, mini hand treat pack x 2 and a hand wash and lotion caddy x2.

TRADITIONAL CHRISTMAS

Packaging and gift set design, constructs, technology and artwork

This Christmas gifting range, developed for South African retailer Woolworths, uses a rich colour palette, combined with a selection of decorative pattern elements. The range included a foam bath, hand and nail cream, room fragrance, candle in a tin, four soap set and a luxurious bath and body gift collection packaged in a rigid box construction.

W MAN

Packaging and gift set design, constructs, technology and artwork

A bold brightly coloured gift set range, was requested exclusively for Father’s day celebrations. Designed to appeal to a wide demographic, large typography, technical images and solid square packaging completed the look. Examples of the gift sets include three soaps housed in a box with a die cut section made to resemble the screen of a technological device. Visible soaps were then embossed with the word ‘Man’. Packaging 200ml body wash tubes into slipper sets satisfied the appeal of the more mature father.

WOOLWORTHS OPULENCE

Packaging and gift set design, constructs, technology and artwork

Briefed in by Woolworths to create an eclectic range that offered variation to their consumer. The designs took inspiration from European trends, using decorative, overlapping patterns combined with a rich opulent colour palette. A traditional feel was created for the Secret Liaison and Delectable designs whilst the typography, colourways and naming for Twilight and Charm added modernity to the mix. A vast array of packaging materials were used, including tins, rigid boxes, paper wrappers and 60ml metal effect tubes. Elements of the Secret Liaison and Delectable designs were given a stunning finish using gold hot foil stamping.

GARDEN FLOWERS

Packaging and gift set design, constructs, technology and artwork

Taking the decorative patterns and illustrative designs of local agencyGive & Give, this gifting range was project managed from design through to consumer purchase. Stunning finishes, such as sourcing flat shouldered bottles and embossing the Garden Flowers brand into the gold pump collars and caps, were added to individual product packaging. Striking themed gift sets were created for a variety of celebration days throughout the year. Consumer interest was heightened by extensive sourcing of innovative containers, including round rigid boxes, porcelain dishes and bowls, tins and even a garden bag, all of which would be useful far past the end of the product.

INGREDIENTS RANGE GIFTING

Packaging constructs, gift set design, technology and artwork

With its wholesome and environmental look and feel, the Ingredients range became one of Woolworths best selling bath and body ranges. Each season, CTTC Design worked in collaboration with the retailer, to extend the Ingredients product offering, with a selection of seasonal gifts and range extensions, securing the products with card inserts in place of vac forms and reducing PET windows where possible to prevent waste.

HOT SUMMER

Packaging constructs, gift set design, technology and artwork

This colorful range was developed to capture the essence of summer fun. It was essential that the colour of the liquids tied in with the printed labels. A shaped bottle with an adequate area to screen print was sourced for the fragranced foaming hand washes whilst labelled tubes were used for the scrub, wash and lotion.

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TODD ANDERSON
Branding and packaging design specialist /
Creative Director

With experience spanning over two decades, designing success for businesses and their products with thoughtful, innovative and sustainable design solutions.

info@toddanderson-design.com

©2018 Todd Anderson. All rights reserved.