FOR THE LOVE OF FISH
So they say there are plenty more fish in the sea... great if you a love struck teenager but not so goash cafe with naming and identity in 2009... come 2016 and they have developed a large fleet of followers due to the ethical 'fight for the fish' stance and the delicious dishes created by celebrity chef, Tom Kime.
Fish&Co. are on the move to the new swizzy development at the Glebe Tramsheds and need an update to their branding in line with their flash new digs and expanded offer. We supplied an identity that is as simple as it is elegant, highlighting the sustainable 'line caught' philosophy, so everyone knows there are no nets involved in the catch (except on the blokes in the fish factory). The brand needed to stretch from takeaway and wet fish through to wine glasses and cutlery. With the Harold Park development right next door, everything is now in place for Fish&co to catch even more punters.
LIVE YOUR LIFE
Diabetes is surprisingly common in Australia. One in four adults has either diabetes or its precursor, Impaired Glucose Tolerance. On diagnosis, there’s a danger that the affected person will shutdown and basically give up on living, which is definitely not the best way to tackle the problem. Diabetes NSW want to turn this around, they want people to live their lives, get out there and do amazing things, have fun and get on with it. Appropriate medication is the best way to give each patient the best chance to slow the progression of their symptoms, or even stop it making a comeback, this also helps to change attitudes, and to promote health and wellbeing.
We were tasked with packaging this message to Australia’s 1.7 million people living with diabetes. Our “Live your Life” campaign was all about changing attitudes, helping sufferers manage their diabetes, and turn their perspective around so that they realise they still have a life to live.
The language and imagery was all about encouragement and enthusiasm, as a reminder of what they can still enjoy. We focused on the individual not the organisation, with messages that carried empathy and energy for these challenged lives.
THE SWEET TASTE OF SUCCESS
For Nestlé Professional providing chefs throughout Australia with fine quality chocolate is just part and parcel of bringing them great commercial quality products. Nestlé Docello gives chefs the perfect base ingredient to extend their magic in the dessert food service category. It’s a range of light, dark and white chocolate products in commercially sized packs that meet the requirements of dessert chefs at the top of their game.
We positioned Docello around the art of desserts, as products that would allow chefs to create truly inspired works. It’s consistency and reliability means that chefs could be confident in maximising their culinary capabilities, and perfect their artistic creativity. With mouth-watering imagery of the finest chocolate inspired dishes, the underscoring messages were quality and flexibility for chefs to create their sweet signature.
SHAKE UP THE SHELVES
Why oh why are the wine shelves so lacking in energy and spark.... centred labels, classical serif type, and conservative attitudes, but that's the way things have always been in wine land. Not any more. Lone Stone was don't believe in any of that, they just want to make great wine from Aussie's best grapes... they don't even have a cellar door. This isn't a case of sour grapes, in fact quite the opposite. You see they develop wines from grapes sourced from the prime growing regions of Australia for that particular grape, from a good vintage and then use the mysterious arts of the winemaker to produce a range of beautiful, simple and accessible wines.
To go with this new age view of wine production, Lone Stone wanted to shake up the shelves a bit... Darling used simple organic shapes of individual stones combined with large amounts of negative white space to add disruption and distinction to the entire range. It was very important the range worked as a stand out group but was also instantly recognised when ranged as an individual bottle with other similar varietals on shelf. So drink up and enjoy Australia's best. Cheers. Cin Cin. Saluté. Down the hatch. Hic
BACK TO BASICS
Fitness fanatics and those training hard need sustenance at the end of the day; really good, gut filling, nutritious sustenance. So when Cave Foods founders (Ben Moon, Stuart Gadenne and Daniel Barrett) were hungry after a particularly gruelling session, and couldn’t find anything they liked, they decided to make their own. And it was good. So good, they had to share, and so Cave Foods was born. You see real food isn’t just about squashing seeds and honey together – it’s about flavour, texture and balance. Because proper food is never boring.
There’s one more ingredient, however, to creating a successful paleo-inspired business, and that’s what happens at point-of-sale. Paleo foods have become one of the latest diet catchcries, but no one is differentiating on-shelf apart from the word “paleo”. We wanted to take things much further back than that. Hell, Cave Foods would have wrapped their bars in brown paper if the food authorities would let them. But, alas, no. So we stripped it all back to simple, shrink-wrapped packs where low tech earthy tones, hand drawn graphics, and non-uniformity were the end game. Real basic stuff, and our budding Neanderthal market snapped them up.
SOME LIKE IT WET
Purina is Australia’s leading pet food supplier. Their Supercoat brand is known and trusted by large dog owners, which their dogs will heartily and happily feast on. There was, however, one equally hungry segment of canines being overlooked by this culinary delicatesan – small dogs. Well known for their overly fussy gastro expectations, Purina found the ideal answer in wet foods. And much smaller portions.
Under the Supercoat brand, they developed a range of single-serve trays with exciting real flavours universally acceptable to small dogs. We were tasked with designing packaging to fit seamlessly within the established Supercoat brand. Our designs provide stand-out shelf presence, connecting with small dog owners through wholesome imagery, clear nutritional values, and natural looking ingredients. Woof!
NUMBER ONE UNDER THE SUN
A tropical island and cool beer sound like partners made in heaven, and the locals in New Caledonia were more than happy to celebrate that. In fact, they raised a glass of Grande Brasserie de Nouvelle- Calédonie's (GBNC) brewing goodness to Number One for over 40 years. The good times rolled and Number One took the mantle of a national icon, a leader in the New Caledonian way of life. However, when an aggressive competitive brewer arrived, the young of the market started to question the status quo.
GBNC decided it was high time to rejuvenate their core brand. What they came to us with was a seriously good beer that simply needed a bit of TLC. We redesigned the packaging to reflect the attitudes and expectations of the emerging, thirsty, younger market, while reinforcing its enduring appeal to the established mature market. Now a bright and energetic new face of Number One beer has well and truly reunited itself with the buzz and effervescence of a playful, united New Caledonia.
MAKE MORE POSSIBLE
For Nestlé Professional, helping Australian chefs prepare delicious dishes in a fraction of the time is a priority. Nestle Professional understands that alongside creativity and expertise, budget management and operational efficiency are crucial to culinary success. Stocking MAGGI, Buitoni and Nestle Docello products in the pantry, chefs can rest assured knowing they have a reliable back up of quality products to alleviate pressure, meet customer demand, and maintain high standards.
We developed the ‘Accommodations Book’ and positioned these three brands as being the right ingredients for every element of the culinary business. Giving chefs a helping hand with all dishes, from flavoursome stocks to beautiful desserts, yet still allowing freedom to add their own style. With clean, crisp imagery of the fresh ingredients needed plus the product required to finalise a meal, to demonstrate the versatility, quality and ease of these brands.
IT'S OUR BEER
For over 60 years SP Lager has been Papua New Guinea’s preferential coolant. It’s the beer locals have when they’re sharing good times, relaxing with their mates, fishing or getting ready for a night out. In fact, they didn’t need much cause celebrate to crack the top off this particular tipple, until recently when sales began to soften. SP Brewery decided the time had come to rejuvenate its most popular brand and re-engage its once loyal punters.
We discovered that while the beer was slipping in sales, the connection for the locals to SP Breweries was as strong as ever in their hearts and minds. So, we made the SP letters and palm tree graphic feature boldly on a powerfully contrasting and highly simplified yellow and green design. On shelf it stood out like the proverbial, announcing proudly that this is “Our Beer”. And the locals agreed, rushing back to their favourite beer like a homesick wanderer, firmly re-establishing it as their first choice after a hard day’s work.
COFFEE IS IN OUR ROOTS
Great coffee doesn’t just happen. It takes skill at every step. From sourcing great beans, to roasting them just so, and skilled baristas who really know how to eek out the syrupy goodness. You can’t fake this. It takes years to get it just right. And no family of coffee aficionados understands that more than Dean Morgan’s. Their depth of knowledge has built a brand that’s branching out into a nationwide chain of coffee houses, and they needed a brand profile to take them there.
To show off the deep-rooted expertise this family has garnered over the years, we developed an iconic family tree symbol underscored by the supporting line, “Great coffee is in our roots.” The big coffee chains are about volume, but no one will show you more care and attention than a family run business. Our master brand provided a strongly branded retail presence that worked to leverage the idea of family crafted perfection. Now, more and more people are waking up to Morgan’s Coffee Roasters with new supply contracts and cafés opening across Australia.
LIVING THE VISION
They say that when you have lost one sense the others become heightened to compensate, giving the bearer extraordinary powers in other ways. That sounds less like a handicap and more like an opportunity. The Royal Blind Society wanted to point this out to their many members. They wanted to bring blindness out into the modern day, and shake off the stigmas of the past. To do this they need first to change the underlying attitude of those afflicted with blindness.
We helped them create a program of empowerment to give blind people energy, skills and tools to help minimise the impact of their condition – everything they need to live a happy life. These became the tools for blind people to create a better life with renewed enthusiasm, assisting them to dream, work and play. And in doing so, recover some of their self esteem, and extend their skills and capabilities.
THE ART OF CHOCOLATE
There’s nothing more sublime than fine chocolate. You know it the moment it touches your lips. Much more than merely a taste experience, great chocolate affects people on an emotional level. A premium Australian product like Zokoko needed first to make a promise to the consumer that it has attained such heights of desirability. It needed to speak with confidence, exclusivity, and utter quality. It had to stand out in a crowded market, where sophisticated consumers are willing to spend a lot for a little bit of quality.
It was clear that consumers wanted more than just chocolate. They wanted the romance, refined design, and the whole backstory to boot. We developed a design style within the framework of fine art to bring the artisanal skills and craft of Michelle Morgan to the fore. We expanded and diversified the range with new formats, flavours, block sizes, including a new drinking chocolate range, establishing presence and capability. Elegant and sophisticated designs, they encapsulate an unashamedly luxurious artisanal experience.
MILK COMES FROM COWS
Ask any Pacific Islander where milk comes from and they’ll tell you with confidence: a can. Which is actually true for them because there are no cows anywhere in the Pacific Islands. Probably because there’s not a lot of grass. However, the folks at Sunshine Milk saw an opportunity to reinforce their brand and deepen its ties with all Pacific Islanders through educating their market.
We developed Sunny, a happy cow caricature who has a light-hearted and joyful way about her, to convey the message. She’s the hero on all cans and other package formats of Sunshine Milk, and appears larger than life on mini markets and corner stores. The result has been a new bond between consumer and brand, which historically had been a passive relationship. No doubt Sunny’s educational role will blossom in the future to further develop the message and strengthen the loyalty bond.
IT'S GAME ON!
Anyone who’s ever been at a live game at the SCG or Alliance Stadium, will know how much better it is being there over watching it on TV. It’s not even in the same ball park. There’s energy coursing through the crowd, a sense of togetherness, punctuated by hair-bristling euphoria whenever the action peaks. No 60-inch TV in a dimly lit lounge room will ever top that. However, people are funny things, and sometimes we forget the whole point of being there. Which is why the Sydney Cricket & Sports Ground Trust have recently been watching ticket sales slipping.
To turn the game around, we created a completely new strategy for them to encourage punters to “Get in the Game”, with highly recognisable sports celebrities bursting from 3D outdoor posters. It was a huge draw card for dyed-in-the-wool sports fans, demonstrating closeness to the game, and boosting their patronage at Sydney’s iconic SGC and SFS sporting arenas. #winning
STRENGTH IN LETTERS
When you’re working in the tropical sun all day, you want is a decent beer to cool off at the end of play. The stronger the better for Solomon’s “real men” who don’t mince words when it comes to their favourite beer. However, Solomon Breweries knew there was still more work to be done in solidifying their relationship with their premium SB beer brand with the local, hard working, and thirsty majority.
The product Solomon Breweries came to us with was a full bodied and strong, 5.7 per cent larger beer. We created an equally powerful brand identity which incorporated an iconic image of the islands - the frigate bird - strong, bold and encapsulating the prominent SB brand. We added local iconography, bold typography and reinforced the gold heritage with production enhancements that made the can shine. And the locals unanimously agreed, so much so that during the project we were briefed to develop a further innovation with a decidedly local flavour - a light and spritely bush lime flavour.
GETTING A LITTLE FRUITY
When you’ve got the number one brand of beer in a market, there’s only one way to grow, outwards. And that’s just what Grande Brasserie de Nouvelle-Calédonie (GBNC) decided to do with their beloved Number One beer brand, by introducing a flavour range pitched squarely at a younger market, quite partial to a little fruit flavour to brighten-up their beer drinking experience. See, some people can drink the same golden nectar pint after pint quite happily, but there are others who just have to have a little variety.
GBNC came to us with their Number One beer infused with lychees, lemon and citrus zest flavours. We created a range of packaging that held closely to the original Number One design we’d already created, but broadened its appeal to the wider market with differentiating colours and graphics. This brought the brand cred of the nation’s favourite beer with it, and maximised its appeal to new customers, while helping to fend off competition from rival Manta.
PERFECT LITTLE POUCHES
Purina Beneful is loaded with meaty goodness combined with other nutritious and healthy ingredients. Already out there in other formats for larger dogs, Beneful is considered one of the leading balanced dog foods. So, naturally Purina wanted to pass on their popular taste sensations to small dogs too, in single-serve sachets called Beneful Medley.
Our approach was to work within the existing Beneful brand framework, highlighting the quality and variety of fresh produce that goes into every sachet. Many people understand the importance feeding their dogs not just meat, but a medley including vegetables and carbohydrates. So our designs featured a clear representation of fresh ingredients in the recipe. It proved to be a strong differentiator on shelf, helping owners to quickly identify the inherent natural health benefits.
ALL SHIP SHAPE
Solomon Breweries’ Solbrew Lager has been the favourite restorative brew for the majority of islanders for nearly 22 years. Steeped in traditional values that came ashore on square riggers during the days of trading ships, they had plenty of heritage to work with. The beer inside the bottles was as good as it gets, but the currency of their branding had long since sailed. It was time to engage their loyal followers with a brand refresh that rekindled the spirit of what it means to be a Solomon Islander.
Our approach was to focus on the tall trading ships heritage which is symbolic of people coming from all corners of the world and bringing with them a great beer. The sun, sea and trade winds mean so much to the spirit of this island nation. However, rather than designing in the old world nautical style, we approached it in a fresher, more stylised way. The tall ship graphical representation has a bright, modern design, which embodies the paradisiacal island lifestyle and reconnects profoundly with the locals’ sense of nationhood.
GET THE PARTY STARTED
When the sun sets in Papua New Guinea, it’s the perfect occasion for locals to break out a cool beer or three. And the beer they almost universally reach for is Niugini ICE, a fresh, crisp brew that’s perfect for getting the party started. A traditional part of the PNG way of life for generations, Niugini ICE is loved by all, but there had been a concerning trend – the younger generations were starting to loosen their tight patriotic grip on the nation’s most iconic beer brand.
What the brand needed was a fresh new look that encapsulated the vibrancy and vitality of the youth market, that would propel Niugini ICE back to centre stage on PNG's party scene. We leveraged the traditional blue colours with bold white type and sharpened its image dramatically, creating a more youthful, energised design. The new branding quickly reacquainted itself with the youth of PNG as their beer. Market share went from a dying brand to a very admirable 85% share, demonstrating this reboot in branding had given this beer a whole new lease of PNG life.
SEE FOREVER FROM THE EDGE
In the cluttered real estate market where most developments’ marketing is formulaic and bland, Laing + Simmons wanted to lift its Edge 28 apartment off the page. Their new 12 storey project had pride of place in a thriving north shore metropolis, with views from many floors that were impossible to build out – a key selling feature. They also wanted to explore 3D virtual reality tours in their promotional marketing and onsite display suite.
We consulted with the best 3D virtual reality creation artists in Australia, Electric Art. Using architectural plans, they developed an entire suite of interior and exterior images, and 3D virtual reality experiences. All finished in breathtaking realism, this was a first for apartment complex sales in Australasia. The promotional materials included apps to download for Android and iPhone for a taste of 3D, to a fully immersive 3D virtual reality walk trough of the development in the display suite. For the first time ever, buyers could walk through their entire apartment and witness its views before it was even built.
CGI, or computer generated imagery has been around since the early nineties, but few have attained the same heights of perfection as Electric Art. With the advent of ever more powerful computing, the line between a photo and what can be generated in a computer has well and truly merged. EA are global asset creative leaders in the field of producing starkly realistic images and video of just about anything, before it’s even been made. Not only that, they can integrate the object into any landscape so convincingly you’d swear it was real.
As if EA didn’t have image creation down pat, we helped them frame their own into a new corporate design for them to project themselves to all manner of industries who could use their skills. We created a new identity based simply on demonstrating the creativity and rigour behind what they do. Their new energised profile has picked up strong representation in the USA due to its relevant and modern look.
WITH YOU ALL THE WAY
The Disability Services Australia were about to undergo a major shake up. They were in great need of a positive attitude and a stronger sense of self before tackling the catalyst for change. They needed a new modern identity to show how their range of services track with disabled people every step of the way. It was clear they had to relaunch themselves under a banner of unity, with constant understanding as their mantra.
We helped them develop a new identity that showed unity, support and organisation. It was a fresh and positive new start for a government department that had been hampered in its genuine efforts by the legacy of an unimaginative government department. The results were all encompassing as the entire organisation united together, completely turning around the board members and cynical staff, and launching a modern outlook, relevant position, and sense of purpose under the new flag.
VARIETY IS THE SPICE
When it comes to food, variety is the spice of life, and dogs are in total agreement. That’s why Purina created Beneful Gravy Bites with a range of exciting flavours to boost interest at meal times. Tailored specifically for small dogs, they can be enjoyed dry and crunchy just as they are, or with a little added water, they partially dissolve and thicken into a delicious flavoursome gravy.
With such a unique product attribute, we wanted to differentiate Beneful Gravy Bites by highlighting their versatility. We achieved this by pointing out with a graphic hero image how they could be served both wet and dry. We also used graphic representations of the health-giving vegetable and grains that go into each Beneful Gravy Bites flavour. The result was a strong callout to owners searching for a healthy, innovative and versatile 2-in-1 dog food. And small dogs are more than happy with that advent on their culinary horizon too.
STEAM PUNK DONE TO A TEA
Fancy tea from packaging with pretty flowers and rolling fields? Come on, please. What do you have to do to get a decent cuppa these days? That’s the question that popped into Dr T’s rather less frilly mind, moments before he hatched the idea of Dr T, the original steam-punk tea. Do away with the poppycock, and give us a range of brash and bold teas so we know what we’re getting – a good, honest, restorative cup.
We love a category busting opportunity like that, so we developed an entirely new range under the hard-edged yet wholesome steam-punk framework. Lending from a bygone era when great industrial inventions of steam-driven wonderfulness could manage almost any human endeavour, this graphic style has lent a solid, trustworthy profile to seriously well sourced and expertly blended teas. Dr T tea is now gaining traction in cafes and tea houses across NSW. Splendid!
ATTRACT THE RIGHT MINDS
As well as its academic record, how a university presents itself is hugely important to its ability to attract new students. To attract the freshest and brightest minds, the UNSW had to up its game in a highly competitive higher education market. Their strategy was to encourage their target audience to discover what’s possible – and take their skills somewhere new in the fields of quantum physics and build environment. The strategy was to be offered within the framework of each faculty specifically for each discipline.
Our approach was to create an ultra-modern new profile which conveyed the promise of a cutting-edge learning environment underscored by top level curricula in both. We positioned each faculty to its target audience, which then tied-back into the overall UNSW offer. The brightest student minds weren’t slow on the uptake either, with greatly increased applications for both courses.
SERIOUSLY GOOD COFFEE
If you want to test your bravado, try launching a new coffee onto the market. It’s already at mega-saturation point, so you’d better be different about it. You have to stand out like the proverbial and really make a difference to an evermore sophisticated customer. George Sabados is just such an Australian. He’s a true coffee industry guru who wanted us to develop a brand that brought all his experience, knowledge, global search for great beans and fab roasting techniques to the fore – with a little twist.
We developed a brand that directly conveyed all the mysterious methods and components that go into roasting a coffee bean with greatness. But most importantly, we brought to the front the ‘alchemy’ that comes from blending just the right amount of Arabica with the right amount of Robusta, combined with just a hint of the uber-expensive Papua New Guinean “poo poo” bean. Yes, coffee beans loving consumed and then excreted by wild Civet cats. We’re not joking. Which George crawled across miles of bushland to buy from the grower. The lengths we go to bring you the best coffee? Seriously.
GIVING THE BRAND SOME JUICE
Sumo Salad wanted to keep some heat in the fast food market by launching a range of Cold Pressed Juices in Spring, traditionally a dead marketing zone for them as they await the onslaught of the summer salad season. Their primary communication objectives were challenging: a) Sumo Salads now have cold pressed juices; b) what does “cold pressed” mean? And c) why would anyone care about it? Tough barriers to overcome in a new category where the consumer just doesn’t know, or doesn’t care about them… yet.
We took on the challenge of educating the consumer in the most pared back way we could conjure. We focussed solely on the crisp, lively flavours within, associating them with vibrant exaltations of life bursting from within. A promise easily backed-up by the colour and character in each flavour combination. We brought that concept to the market via strong outdoor and viral campaigns, and instore path to purchase elements that led to immediate uptake and very strong sales.
Extra brand power
For years Number One beer had enjoyed its amber nectar holding pride of place in the New Caledonian locals’ hearts. Then the inevitable happened: a challenge from newcomer Manta arrived, and they literally crashed the party, swaying the younger market from the traditional favourite. Brewer GBNC rose to the challenge and decided to plug a glaring hole in the market between their top selling larger and the stronger wine and spirit categories.
They did it with Number One Extra Malt, pitched squarely at younger males who wanted a little bit extra. 6.0 percent to be precise. An extra tasty, extra strength beer that drew on males cues and clearly still belonging to the No.1 brand. Through motoring metaphors, we engaged the market and left the distinct impression in them that No.1 listens to them, knows them well, and is still entirely relevant to them.
HOME BAKED GOODNESS
Goodman Fielder has a long association in New Zealand and Australia for household food brands for wholesome home cooking. In fact, they’ve established themselves on the same premise into over 30 countries worldwide. As such, their brands are much loved in kitchens with instantly recognisable brands like White Wings pancake shakers and cake mixes, to Edmonds baking essentials, and even Paul Newman’s Own dressing range. They’ve made their name in many facets of home cooking and baking across Australia and New Zealand and around the world.
When Goodman Fielder approached us to refresh their stable of brands, we added to the mix by redefining these brands to stand out in a rapidly expanding and modernising shelf-scape. We made them more relevant to the everyday home cook who just wants good, honest products they can rely on to create healthy food for their families. The result was a consolidation of the long-established bonds Goodman Fielder products have shared with their core market right from the get-go.
Creating food art
Two young and talented entrepreneur chefs joined forces to launch a brand that makes a range of gourmet ready-to-eat arancini and meatballs to be featured in a supermarket chiller near you. They then rapidly branched out to another range of sous vide products. The challenge was to present these culinary maestros so shoppers would readily identify with them and believe in their products.
Our mission was to develop the brand from the ground up. We named and branded the company across the two ranges including differentiating livery, a quintessentially Italian Alpha vehicle to get the name out there in style. We also honed their tone of voice, packaging imagery and so on; the whole gambit. And did it pay off? The new lines achieved instant ranging in Coles for their arancini and meatballs, and in Costco for their sous vide products.