Woolworths

Upon Woolworths’ entry into the Chinese market five years ago, the focus was on building local brand awareness through a strong localization strategy. The iconic Woolworths logo and signature green theme were consistently used across all touchpoints, while the creation of a mascot, Woolly, helped reshape consumer perceptions both online and offline. As the lead designer for this retainer project, I handled a wide range of deliverables, including packaging, brand brochures, merchandise, festival posters, and offline POSM materials, ensuring a cohesive and impactful brand presence.