FOOD PACKAGING DESIGN — MELBOURNE
Designed to give you a commercial advantage.
When your business, product or ambitions have outgrown your packaging, we find the commercial opportunity and redesign it around where you're going next.
Packaging has three jobs.
PERCEPTION
It needs to make sense in the category. Help people recognise and remember you. And communicate what matters.
PERFORMANCE
It needs to work for retailers. Work for customers. Protect the product. Reduce food waste. And be practical to produce.
PROGRESS
Ultimately, it needs to help your business get where it wants to go. Sometimes the problem is a label. Sometimes it’s a range that’s lost consistency.
Sometimes the business has moved on and the packaging hasn’t. Sometimes you’re launching something completely new.
We find out what job your packaging actually needs to do before we start designing it.
We find where your brand can win.
YOU / CUSTOMER / MARKET
We investigate your business, your customers and the market around you to find the commercial opportunity your brand can own.
We look at the category and its conventions. What customers expect. What they're missing. What competitors are doing.
Your product, price, positioning, distribution and ambitions.
We respect what's familiar while finding the opportunities to make you meaningfully different and distinctive.
COMMERCIAL ADVANTAGE
Where your brand can win.
Packaging is your brand strategy made physical.
Colour. Shape. Messaging. Pack format. Materials. Photography. Typography. Tone. How it opens. How it feels in someone's hands.
Every decision sends a signal.
Packaging is something your customer physically takes home.
They pick it up. Open it. Store it. Pour from it. Cook with it. Share it. Recycle it.
It needs to reflect the brand, behave the way customers expect it to and do the job the business needs it to do.
The strategy becomes something people can actually experience.
↳ Case Study
Mountain Goat Lager
Finding the space between mainstream and craft.
In an increasingly crowded beer category, Mountain Goat saw an opportunity for an uncomplicated Australian lager capable of appealing to drinkers moving between mainstream and craft.
THE COMMERCIAL OPPORTUNITY
Own the space between mainstream familiarity and craft credibility.
THE STRATEGIC PROPOSITION
Smashable simplicity.
THE PACKAGING
Bold colour. Simple geometry. Familiar beer cues. Mountain Goat's goat-head mnemonic. And an equally uncomplicated proposition:
Very Enjoyable Beer.
↳ Our Work
More Brands Built Around an Advantage
Find the opportunity, get clear on where the brand can win, then build around it.
↳ How We Work
From commercial thinking to market.
Commercial Advantage
Consumer & Category Insights
Positioning
Brand Architecture
Consumer Testing
Brand Identity
Packaging Strategy
Packaging Design
Finished Artwork
Production & Print
Content and Campaigns
New Product Development
Retail Pitch Decks
Web, eCom, Socials
Store Experience
Ongoing Brand Support
Start where you are.
Sometimes the problem is a label.
Sometimes it’s a range that’s lost consistency. Sometimes the business has moved on and the packaging hasn’t. And sometimes you’re launching something completely new.
You might need one pack, an entire range or help working out what the packaging needs to do before we design anything.
We’ll start with the problem you actually need to solve.
↳ Collaboration
Let's have a conversation.
Tell us where your brand is now, where you're trying to take it and what's getting in the way.
“They took the time to understand our business, the challenges we were facing and what we wanted to achieve.
They helped us clarify our brand direction and develop a stronger, more consistent presence that better reflects the quality of our products.”
It’s important for us to acknowledge and recognise that where we live, work and play is on the lands of the Wurundjeri people of the Kulin Nation. We respect and honour Elders, past, present and future, and acknowledge their Native Title rights to Country, which holds the stories, traditions and living culture of Wurundjeri people.