Woolworths Macro Wholefoods Market
Future-Proofing Sustainability
Woolworths’ brand, Macro Wholefood Markets, was growing at a pace that called for consideration of its positioning in the landscape. We worked with Woolworths to reimagine one of the country’s largest better-for-you brands into something scalable and truly Australian.
Macro has been a part of Australian lives for over 30 years—offering a range of healthier, more sustainable choices. Over this time, consumer trends have evolved, asking for more meaningful engagement. Studio Payne set out to clearly articulate the brand’s values and differences in an emotionally connecting way.
The challenge called for a no-frills approach, one that could scale across 400+ products and 1,000+ stores. The concise, flexible system needed to embody the brand’s core proposition of “simple, honest goodness” and communicate a reason “why?”.
Building on the equity of existing cues, Studio Payne utilised well-recognised visuals to assign purpose, hierarchy, and clarity. The custom typeface was inspired by local market signwriting and used in a contemporary way to refresh packaging and in-store experiences. The tone was curated to be clear and honest—playfully inviting audience engagement at every touchpoint.
A new photographic direction was developed to reinforce naturality. The approach also focused on shelf-blocking, enabling differentiation between organic and non-organic offerings.
Since launch, the brand has become one of Woolworths’ fastest growing ranges—outperforming all market competitors. Macro was ranked the #1 Health Brand in Australia by IPSOS and the #1 brand on Bunch.
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
