NO FUSS / BRAND START-UP
For any FMCG/CPG business looking to get their product on-shelf, the basic pointers of finding your niche, being fresh and engaging, keeping things simple and making your packaging sing, will always get you off to a good start.
When Rachael Tricarico, Founder of the healthy pet food business, Houndztooth needed help creating a new brand for fussy pets, we tapped into our fur-baby experience. Knowing pet owners can be as fussy as their animals when it comes to pet food, we went for a charmingly simple brand name and identity that shouted what No Fuss is about whilst celebrating the personalities we see in our fussy loved ones. As for making the packaging stand out, how about some ticks?
Expertise on this project
Brand Strategy, Naming, Identity & Packaging
Client
Houndztooth
LUMAE SKIN / BRAND SCALE-UP
Whilst the US$155.70bn global Skin Care market continues to grow, a new breed of brands are changing the face of it. Whilst multinationals claim their space, influencer and celebrity endorsed DTC brands are bringing energy to the category. Quality products coupled with attitude and humour count for everything.
So when DTC skin care brand, Lumae Skin approached us to help reboot the brand, we not only created a new identity, but also evolved the brand from ‘Skin Care’ to ‘Skin Health’, some clear space to play in. With a whole heap of added sass that is rippling across the socials.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Lumae Skin
NICE RICE / BRAND START-UP
If there’s one common trait amongst all Start-Ups, it’s the drive to do things differently. It doesn’t matter the category, being the point of difference goes a million miles in helping your brand cement a place in the minds of your audience. Australian rice co-operative, Honestly Riverina knew that to disrupt the status quo with their new range, they needed a fresh brand identity that not only caught the eye, but also celebrated rice’s role in some of the world’s most exciting dishes. Reaching for the proverbial hot sauce, we created a vibrantly urban identity that screams street food festivals, face bowls and smiles.
Expertise on this project
Strategy, Naming and Packaging
Client
Honestly Riverina
UNDER_SKY / BRAND START-UP
You’d have to have been living under a rock not to notice that the global sports industry is bouncing. However, as the larger players tell their branded stories to a thirsty audience, time poor elite athletes are left scratching together their unique, inspiring stories in between relentless training sessions and competitions.
Enter Under_sky, the creative sports agency start-up led by ex-Rapha and 2XU CMO, Luke O’Shea that’s helping elite athletes capture the planet’s imagination through the power of brand and story. Aided by an epic brand identity created by Hunter, we're biased but think Under_sky looks set to be a solid contender with heart.
Expertise on this project
Brand naming & Identity
Client
Under_Sky
LAPHROAIG / BRAND SCALE-UP
Whenever you take on a new project, never lose sight of the people behind the brand. Especially if that brand is Laphroaig. You know, that Scottish whisky with the cult-like following and a global reputation so strong it should never be compromised. So with all that stuck firmly in mind, on paper the idea to get Laphroaig into a place like Lucy Liu shouldn’t have worked.
Heavy hitting, smoky Islay whisky meets buzzy modern Asian street food restaurant. Yet our ‘Tea For Two’ teapots not only married Islay’s finest with Chinese tradition, it also created a cocktail experience to an already beautifully theatrical occasion. Ready? Smile. Sip. Click.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Beam Suntory
MAKER'S MARK / BRAND SCALE-UP
If ever there’s a venue that can ooze the epitome of cool, hotel bars are right up there. Rooftop, poolside, loud, intimate or the hottest property in town, one thing that connects all the top bars is attention to detail. Everything is just so.
Knowing detail counts, Maker’s Mark wanted to not only present itself in a new way, it wanted to extend its reputation amongst those hip hotel bars… and what better way than retaining the brand’s hand-finished ethos along with the slightly more subtle moniker, S IV, with a series of pre-mixed cocktails in ‘Hip Flasks’ that quickly found themselves on the socials before being ‘re-homed’ by appreciative hip-flask aficionados.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Beam Suntory
SINGLE ORIGIN RARE COFFEE / BRAND SCALE-UP
The beauty of a strong brand positioning and identity is that no matter where you stretch your product offering, it will still look and feel part of your core message. Sensory Lab’s Single Origin, Rare Coffee is a good case in point. Whilst sharing some of the world’s rarest coffees with the great and the good, the initiative delivered on the brand’s core mission of creating and sharing perfect coffee. The packaging also provided a fantastic opportunity to strengthen Sensory Lab’s brand identity.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Sensory Lab
PRESSED JUICES / BRAND SCALE-UP
One thing we’ve learned working with food and beverage clients is that what’s trending today, can be gone tomorrow. The challenge for brand owners is to tap into those trends to meet consumer needs. This couldn’t be more true for Sensory Lab, when people started asking for healthier, cold pressed ready-to-go juices.
Our solution was simple. Firstly, a range of names based on how the drinks made you feel, secondly a paired back label design that let the natural colours of the juice do the talking whilst minimalist brand cues anchored the range within the wider Sensory Lab family. The result? Happy client, happy people. Job done.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Sensory Lab
SUNTORY KAKUBIN / BRAND SCALE-UP
In Japan, Yakitori is a typical kind of snack you’ll have with drinks after work on your way home. You’ll find these Yakitori bars hidden down alleyways, close to train stations and full of commuters. And like all good cultural things… they’ve been making their way to Australia.
So when Beam Suntory got wind of this, they wanted to capitalise on it with one of Japan's biggest selling whiskies - Suntory Kakubin. Channeling our back-street Shinjuku pasts, the brand strategy pivoted away from anything cliched, and instead we created a fun kitsch Sumo wrestling inspired roller menu that quickly became a ‘selfie’ cult-classic.
Expertise on this project
Brand Activation, Strategy & Packaging
Client
Suntory Kakubin