Continental

The irresistible taste of an Australian icon

Continental is an iconic Australian brand, having been on the market since 1947. However, while loved and enjoyed by Australians for decades, the brand had begun to lose its appeal with the younger demographic. Therefore, the primary challenge was to not just modernise the brand but to provide a bright, joyful, and inspiring platform for Continental, supported by refreshed consumer packaging design, to reach a new generation of Australians with irresistibly tasty food hacks and flavourful cooking solutions.

Moreover, identity-led creativity is at the heart of what we do, so being asked to drive reappraisal on such a prominent brand as Continental was an exciting opportunity and a perfect fit.

Bringing the identity to life with a brush of flavour

The solution was, therefore, to simplify the brand proposition down to its very essence – irresistibly tasty food. Additionally, 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.

Furthermore, by 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, as well as to support future growth.

A portfolio that's inviting, playful and full of flavour

Flavour is intrinsically linked to colour, and consequently, a vibrant new palette was developed to not just tickle tastebuds but also to meet the expectations of old and new consumers alike. Combined with playful typography and a tantalising new photography direction, we were therefore able to make the flavour experience appeal to all senses and truly come to life.

Moreover, 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.