The brief

Bring a market-stall favourite to the shelf without losing its handmade character.

The approach

Kraft pouches, cobalt trees and red pepper illustrations create a recognisable family.

"It looks like we drew it ourselves, only we could never have drawn it ourselves."

One clear flavour name leads the front. Ingredient notes and serving ideas sit on the back.

The outcome

A pouch system and matching illustrations for market displays and merchandise.

• Three-SKU pouch system with a shared die-line
• Twelve hand-drawn ingredient illustrations
• Back-panel copy and icon set
• Press check and print management

The brief

Translate a mood-led tea collection into a clear naming and packaging system.

The approach

A painted lantern and forest-green tins give the range a warm, recognisable centre.

"Nobody buys a tin because it says oolong. They buy it because it says tonight."

Wrap labels create room for the illustration; small brewing symbols keep practical details clear.

The outcome

An adaptable identity for the collection, shop and printed materials.

• Positioning and naming system
• Wordmark, lantern mark and pattern
• Six-tin label system and lid glyphs
• Brand guidelines and social templates

The brief

Make a beeswax crayon collection feel as playful as the product.

The approach

Cobalt, yellow and loose doodles turn the pack into an invitation to draw.

"The box should look like the first drawing, not the frame around it."

The same shapes connect the carton, colouring sheets and shop displays.

The outcome

A packaging and launch system with a consistent, playful voice.

• Carton with wobbly-window die-cut
• Nine-shape doodle library
• Counter display and shelf stickers
• Trade-fair booth graphics and balloons

The brief

Help a family surf school feel welcoming to nervous beginners.

The approach

A marker-drawn sun, soft wave and chunky type bring a relaxed coastal character.

"If a seven-year-old cannot draw the logo from memory, it is too complicated."

Test the identity on signs, totes and rash vests before finalising the system.

The outcome

A recognisable family of beach signage and merchandise.

• Sun and wave mark, curved wordmark
• Beach signage and hut graphics
• Tote, rash vest and sticker line
• Simple one-page brand guide

What's inside

• Three directions sketched by hand, one developed in full
• Primary mark, secondary marks and a responsive lockup set
• Type system using licensed or open fonts you can actually install
• Color palette with print, screen and accessibility values
• Pattern and illustration style so the brand has more than one outfit
• A short, readable brand guide and a clean file package

How it runs

Agree on the brief, explore three sketch directions, then develop one across real applications. Finish with files and a concise guide.

Good fit if

For a launch, a new direction or a brand that has outgrown its first identity.

Not a fit if

For a single production task, a focused artwork service may be a better fit.

Recent identity work

Lantern Tea Co.   Marrow Bay Surf

What's inside

• A half-day workshop with the people who actually decide
• Customer and shelf research, done by walking into shops
• Positioning statement, brand idea and three proof points
• Voice and tone guide with real example sentences
• Naming and product architecture when you need it
• A twelve-page strategy document you will actually re-read

How it runs

Explore the product and customers through conversation, then turn the findings into a clear creative brief.

Good fit if

For teams that need a shared direction before investing in design.

Not a fit if

Already have a strategy you trust? Bring it to the identity stage.

Strategy in action

Lantern Tea Co.   Read: brand personality

What's inside

• Shelf audit: photographs of your real competitors on real shelves
• Structure and format advice with your printer or co-packer
• Hand-drawn illustration made for the print process, not against it
• Front, back and side panel systems that scale across SKUs
• Regulatory panel layout and proof-reading pass
• Print-ready files, colour specs and a press check

How it runs

Test the shape in simple mockups, develop the illustration, then check artwork and proofs at production size.

Good fit if

For new ranges, new shelves or products whose packaging needs to catch up.

Not a fit if

Production-only work is best scoped separately from a new packaging direction.

Packaging on the shelf

Pine & Pepper   Bumble Crayons

What's inside

• Launch kit: counter displays, shelf talkers, stickers, inserts
• Merchandise with suppliers I have already argued with
• Signage and environmental graphics for shops and booths
• Social templates in the brand's own drawing style
• Campaign concepts with a headline system and doodle library
• Production files and a supplier hand-over sheet

How it runs

List the key applications, prioritise them and design them as one family. Shared shapes, colour and type keep each piece connected.

Good fit if

For a brand preparing for a launch, a new season or a trade show.

Not a fit if

The identity itself is the problem. Fix the house before buying the furniture; start with identity systems.

Campaigns in the wild

Bumble Crayons launch kit   Marrow Bay merch