Woolworths Supermarkets: A 13-Year National Uniform Partnership

Duration: 2008-2021

Scope:

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

Overview

Total Image 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, Total Image 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

Our Solution

Total Image 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 Total Image's ability to deliver innovative, scalable, and brand-enhancing uniform programs at a national level.

Curious about the impact of a uniform refresh? Chat with our team about custom solutions today.