Woolworths
That's Today's Fresh Food People
Services:
Web Design Sydney | High-Performing Custom Websites
Digital Advertising Services: Elevate Your Brand’s Presence
Contracted by
M&C Saatchi
Insight
With Aldi’s growth and Coles doubling down on discounts, Woolworths needed a refreshed brand platform that re-established its friendly, Australian tone of voice. The refresh had to be simple, flexible, and built around real customer motivations. More than fourteen million Australians shop at Woolworths every week — for value, convenience, quality, and experience. The brand needed to express that in a way that felt human, helpful, and unmistakably Woolies.
Idea
M&C Saatchi brought me into the Woolworths team for my hybrid UX/UI skillset. Beyond integrated design, they wanted a designer who could help strengthen Woolworths’ digital experience and support pitches against their internal design teams and external agencies. I became embedded across all major Woolworths digital work during the refresh period, helping ensure consistency and strategic alignment across every touchpoint.
A key shift in the brand was making the work consumer-focused rather than Woolworths-focused. From that came “That’s why I pick Woolies” — a simple, colloquial line that allowed us to tell everyday customer stories while reinforcing fresh food credentials. It grounded the brand in real human motivations, rational and emotional.
Impact
Across more than a year on the account, I contributed to a broad range of projects:
– digital design for Woolworths’ e-commerce and brand sites
– UX and UI development for new digital journeys
– digital display board animations and integrated campaign assets
– a B2B website
– work across the Rewards program
– ongoing design refinement across multiple platforms and teams
Being embedded across the ecosystem allowed me to help shape the refreshed digital experience from the inside — supporting a cohesive and consumer-centric shift to the new brand platform.
