Reimagining a Iconic South African Brand
Woolworths South Africa

I travelled—representing Frost* Collective—to South Africa, leading creative direction for premium food and fashion retailer Woolworths, a business with over 19,000 employees and an annual turnover of over 25 Billion Rand.

Woolworths had asked internationally renowned designer Massimo Vignelli to redesign their logo, I was asked to take this identity and create a coherent, flexible system that could stem across over 5000 products, advertising and brand applications, as well as breath a modern, relevant tone back into the brand.

Leading the launch of over 1000 new products, creating 2 major brands—studio.w and Re:—and various ranges across foods and fashion, my work helped drive strong growth across the business.
My other role was to create, train and hire an internal creative team across design, artwork and account management, building an internationally award-winning design studio in a short 2 years, which is now over 200 people.

The new age of denim

Working with Woolworths marketing and trends director to develop a creative strategy to reenergise and relaunch the largest two Woolworths sub brands.

Transforming Re:Jeans from a dated denim brand that had an increasingly older demographic, into a youth relevant, authentic, urban brand tied with music and South African youth culture.