Packaging and structural design for a range of clients, including FMCG and luxury spirits.

OSRAM has been a leading global light manufacturer for over 100 years. They are now setting significant trends in regards to technological changes in the lighting market. They are modern and pioneering and need packaging to reflect this. I assessed competitors and their navigation systems prior to design. It's often a frustrating experience buying lighting products, with an overload of information and often no clear hierarchy. I devised a modular system to solve both of these issues, with the haxagon device and broad orange band to be a recognisbale asset of Osram.
NUTRIBIX is a light hearted brand from Australia that takes health seriously. The breakfast category is in decline as people are skipping breakfast; there are simply much better on the go options now. The positioning is around a better breakfast and the range is modern and innovative – attributes the client felt were lacking in other brands in the cereal category at the moment. Its tasty and healthy but not boring. I created the brand identity and packaging to be disruptive in the category, with really bright colours to stand out from the myriad of muted tones on the shelves from the more healthy cereals, which often appear rather serious and worthy. The colours are also more fashion-based than the more traditional brands such as Weetabix. The tone of voice is relaxed and friendly, with a touch of Australian irreverance.
BETA is a core dog food brand of Nestlé Purina. This re-design moves away from traditional idealised pedigree breeds to showcase 'real dogs' and their unique personalities. The bold use of colour also allows for strong shelf blocking and navigation. The creative delivered reached the highest scores in qualitative and quantitative research for any project in Purina across EMENA.
TILT, a Welspun Global brand, wanted to totally disrupt the textiles category. The packaging and structure for this augmented reality duvet cover takes visual cues from relevant sectors: tech, toys and textiles. It sits comfortably in a number of retail environments, is sustainable and robust yet huggable. 
AZERA offer a tasteful blend of expertly roasted, finely ground coffee beans ready in an instant. These limited edition Christmas cups added a seasonal touch to the 'coffee to go' brand. 
DOUBLE DUTCH was named in reference to the Dutch founders of this mixer brand, who are twin sisters. The brief was to design the brand identity and packaging for single serve bottles, currently being sold in Harvey Nicholls with the aim to sell to Waitrose, Harrods and a number of nightclubs. I considered the background of the twin sisters to be the most interesting aspect of the brand story, followed by its provenance in the Netherlands. The vertical brand marque evokes the tall town houses in Holland, also echoed with the twin houses in the insignia. The typography is also a nod to the meaning of the expression Double Dutch, appearing superficially non-sensical but easy to decode.
FULL THROTTLE - the brief was to re-position an energy drink in the Coca-Cola portfolio, to sit alongside Relentless and appeal to another overtly male demographic. The drink would be sold particularly at service stations. After much research into the core drives of overt masculinity, we focused on speed and performance.

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Creative Director