Macro Kids
Packaging with a Punch
Studio Payne reimagined Woolworth’s Macro packaging to create an engaging experience for kids while reassuring parents of a focus on quality. The design blends fun, Australian-inspired visuals with an informative, comic strip-style back-of-pack—making the browsing experience engaging and informative.
The previous packaging design featured a range of monster-style characters that didn’t align with the wholesome, quality-driven nature of the Macro brand, nor did it connect with Australian culture. Beyond aesthetic updates, Woolworths wanted to bring an educational element to the packaging, helping kids understand the benefits of fresh food in a way that was fun and accessible, while still appealing to parents looking for a trustworthy product.
Starting with the front-of-pack visuals, we introduced Australian animals that reflected the product name or feature. We then developed a distinctive, local aesthetic through pictograms and illustrations by talented Australian artists. The front-of-pack language was crafted to speak directly to both children and parents, while the back-of-pack featured a comic strip-style layout with ‘Pip,’ an educational guide who shared easy-to-understand nutrition and food facts. This never-before-seen approach to packaging created a unique, engaging, and educational experience that also felt distinctly Australian.
The new design delivered a memorable experience for kids that reinforced Macro’s core values—standing out in the market as a fresh, exciting, and culturally relevant take on kids’ food packaging.
Collaborators
Illustration
Min Pin
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
