Project type: Brand Positioning, Visual Identity, Packaging Design, Communication

Continental is an iconic Australian brand, having been on the market since 1947. While loved and enjoyed by Australians for decades, the brand had begun to lose its appeal with the younger demographic. In response, the primary challenge was to not just modernise the brand but to provide a bright, joyful and inspiring platform for Continental to reach a new generation of Australians.

The solution was to simplify the brand proposition down to it’s very essence – irresistibly tasty food. And the natural extension of that insight was capturing kitchen creativity in a striking visual way, using a brush of flavour as a key asset that could be vertically integrated through the brand expression, from logotype down to product.

Building on consumer psychology using colour, shape and tone of voice in a clear hierarchy, a new design system was created to ensure ease of navigation and consistency across the portfolio and to support future growth.

Flavour is intrinsically linked to colour and a vibrant new palette was developed to meet the expectations of old and new consumers alike. Combined with playful typography and a tantalising new photography direction, the flavour experience truly came to life.

With hundreds of products across several categories and sub-brands, Continental finally has a visual expression that matches its product – inviting, playful and full of flavour, setting the brand up to retain its iconic status with future generations of flavourmakers for decades to come.

Agency & role:
Creative Director at Cowan Asia Pacific

Client:
Unilever Australia