The homeware and clothing retailer is tasking Frost with repositioning the Woolworths brand, including implementing a new visual identity.
Frost will also be responsible for finding and working with new South African design talent ‘to help raise the standard of design in South Africa’, says Woolworths in a press release.
He will set up and manage a new in-house design team in Cape Town, which will focus on developing packaging for the retailer’s clothing, home, foods, beauty and digital categories.
Frost intends to employ a mix of experienced and new local designers, and will also work with local design schools to provide work experience opportunities for them.
Woolworths, which runs a network of 400 stores in Africa and the Middle East, was named after a US retailer and is unrelated to the UK-based Woolworths brand.