Coles house brands win global recognition

1 min readUpdated May 27, 2025May 19, 20217:34 AM

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Coles’ exclusive brands, KOi and Woofin’ Good, have won multiple awards in the US-based Vertex Awards 2021.

With a focus on label and packaging design, the competition attracted 650 entries from 32 countries and 55 retailers.

Besides winning a Gold award in the personal care category, Coles’ skincare range KOi earned the coveted best in show ‘Publishers Choice Award’. Meanwhile, the dog food range Woofin’ Good also received Gold in the pet-products category.

Both of the Coles’ exclusive brands were designed by independent Australian branding and design agency Hulsbosch.

“These products have packaging and design that our customers are proud to put on their shelves,” said Belinda Anderson, head of marketing for Own Brand at Coles. “Exclusive brands like KOi and Woofin’ Good are inspiring customers and strategically important to Coles’ strategy to be an Own Brand powerhouse.”

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What this means

Coles' strategic emphasis on private label design, culminating in international awards for KOi and Woofin' Good, strongly validates their 'Own Brand powerhouse' ambition. This move effectively pressures rival retailers to elevate their own private label aesthetics and perceived value. Unlike Adore Beauty's physical store expansion in Australia, Coles' play is asset-light, focusing on product perception. The company appears well-positioned to use this recognition; private labels often yield higher margins and foster customer loyalty when perceived as high quality. This approach contrasts with Panpuri's physical expansion strategy in Asia but aligns with a broader trend of brand building. The next indicator of success will be the reported sales growth of these specific award-winning product lines.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

Which specific awards did Coles' exclusive brands receive at the Vertex Awards?

KOi won a Gold award in the personal care category and the Publishers Choice Award for best in show. Woofin’ Good received a Gold award in the pet-products category.

Who was responsible for the design of the award-winning KOi and Woofin' Good brands?

Both of Coles' exclusive brands, KOi and Woofin’ Good, were designed by Hulsbosch, an independent Australian branding and design agency.

What is the strategic importance of exclusive brands like KOi and Woofin’ Good for Coles?

According to Belinda Anderson, these exclusive brands are strategically important to Coles' goal of becoming an Own Brand powerhouse. They are also intended to inspire customers.

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