Woolworths Supermarkets: A 13-Year National Uniform Partnership

Client: Woolworths Supermarkets

Duration: 2008-2021

Scope:

Over 120,000 employees
900+ stores
2 full uniform redesigns

Overview

Total Image Group (TIG) partnered with Woolworths Supermarkets for over 13 years, leading two national uniform transformations and supplying uniforms to over 120,000 employees across more than 900 locations. As their appointed uniform supplier, TIG helped shape the visual identity of one of Australia’s most recognised retailers through innovative design, scalable fulfilment, and deep brand alignment.

The partnership included two major uniform redesigns—most notably, the introduction of the first green and white gingham check shirt, a tailored garment that set a new industry standard for supermarket uniforms. This iconic piece became a visual hallmark of the Woolworths brand and was later evolved through a high-profile collaboration with celebrated designer Peter Morrissey, who refined the gingham design and led broader updates to the collection.

Woolworths’ First Gingham Shirts

Peter Morrissey’s Redesign

Client Objectives

Woolworths sought a wardrobe solution that:

Reflected its fresh food leadership and evolving brand identity.
Clearly differentiated staff roles in-store through thoughtful design.
Provided comfort, functionality, and style for all employees.
Could scale to meet daily onboarding demands and national rollout volumes.
Enabled personalised ordering via a digital platform tailored to staff needs.

Our Solution

TIG delivered an end-to-end uniform management solution:

Industry-First Design: Introduced the tailored green and white gingham check shirt—an industry-first in fit and aesthetic for supermarket teams during the initial redesign.
Design Evolution: Led the second major redesign with Peter Morrissey, who elevated the signature gingham style and refreshed other garments for a more contemporary, polished look.
Digital Ordering Experience: Developed a custom online store capable of managing 120,000 unique allowances with intuitive UX, mobile compatibility, and personalised recommendations.
Rapid Fulfilment: Enabled overnight data ingestion for new hires, with all orders picked, packed, and dispatched within 48–72 hours.
Staff Engagement: Supported rollout with a national campaign, including a launch video, in-store materials, and communications featuring Peter Morrissey.

Results

Delivered two successful full-scale uniform transformations.
Created an enduring and recognisable uniform element in the gingham shirt.
Improved staff comfort, functionality, and brand pride.
Streamlined ordering and logistics across a highly complex workforce.
Reinforced Woolworths’ position as Australia’s fresh food people.

This long-term partnership remains a proud example of TIG’s ability to deliver innovative, scalable, and brand-enhancing uniform programs at a national level.