Woolworths South Africa has appointed Pearlfisher to overhaul its entire range of packaging spanning 4000 products. Based in Cape Town, Woolworths SA sells a range of food, clothing and homeware products, though it is not linked to the UK retailer.
The consultancy was shortlisted in a pitch comprising eight other consultancies, including six from South Africa and two from the UK.
As part of the far-reaching brief, Pearlfisher is tasked with creating a more unified look across Woolworths’ food and drink offer. This will involve streamlining over 400 different product looks and implementing a revised segmentation strategy across the ranges. The intention is to create a totally refreshed visual packaging architecture that will roll out across the products over the next three years.
The work will be undertaken from Pearlfisher’s studio in London. Jonathan Ford, creative partner at Pearlfisher, will oversee the project.
‘We have been tasked with defining the future Woolworths segmented food offer, and establishing a design blueprint. The designs will work in conjunction with the Woolworths brand identity,’ says Ford.
Priestman Goode was appointed by Woolworths SA last summer to develop an alternative store concept for the retailer.