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Australian consultancy Frost has created a typography-led TV advertising campaign for Woolworths South Africa.


Agency founder Vince Frost has been a creative director of the store since 2009 and has been in charge of the re-brand and development program of the department store since his appointment.

The commercials are 20 seconds in length and use typographic descriptions of products in place of imagery. The adverts are all based on a uniform black, white and red color palette. Frost says of the work, ‘Adapting our way of thinking to the moving image is always an exciting opportunity. What I loved about [this project] was being able to bring the typographic language of the Woolworths brand to life.’ (via Design Week).

Check out the advertisement here on YouTube

Woolworths Holdings Limited, a South African chain of retail stores is one of the largest in the country. Founded by Max Sonnenberg and his son Richard, the first store opened in Cape Town in 1931. The business had close links with Britain’s Marks and Spencer chain of stores, when an alliance formed after the Second World War with M&S buying all the unissued share capital of Woolworths in 1947.

Although the chain got it’s name from the American retail chain founded by F.W. Woolworth, there are no links between the two retail giants and the name was used with no compensation sought.


Vince Frost is recognized as one of Australia’s most recognized designers and has a glittering portfolio of clients and career experience. One of Pentagram London’s youngest Associate Directors, he left after 5 years to set up his own London agency, Frost* Design. Frost moved to Sydney in 2004, and now maintains studios in both London and Sydney. The agency is an “interdisciplinary creative studio [that works] seamlessly across a variety of media for a diverse range of international clients.” The agency prides itself on “solving the problem”, and “developing effective solutions that surprise and excite in equal measure”.

Vince Frost is a member of D&AD (Design and Art Directors, London), the AGI (Alliance Graphique Internationale, Switzerland), and plays an active part in the global design community by speaking at industry events.

This project has been a collaboration between the the Frost studio in Sydney and the in-house Woolworths studio, which was initiated and created by Frost in Cape Town.