A brand and creative partner who helps turn ideas into clear, cohesive systems that people actually connect with. With two decades of experience across branding, CG, and campaign strategy, I focus on building visual identities, narratives, and content frameworks that feel consistent, considered, and built to last across every touchpoint. I work closely with teams, founders, and stakeholders to define direction, shape creative, and bring structure to the process so decisions are easier and output is sharper. From early-stage brand thinking through to execution across digital, print, and experiential, I help translate intent into work that looks refined, feels aligned, and supports real business outcomes.…A brand and creative partner who helps turn ideas into clear, cohesive systems that people actually connect with. With two decades of experience across branding, CG, and campaign strategy, I focus on building visual identities, narratives, and content frameworks that feel consistent, considered, and built to last across every touchpoint. I work closely with teams, founders, and stakeholders to define direction, shape creative, and bring structure to the process so decisions are easier and output is sharper. From early-stage brand thinking through to execution across digital, print, and experiential, I help translate intent into work that looks refined, feels aligned, and supports real business outcomes.WWW…
A brand and creative partner who helps turn ideas into clear, cohesive systems that people actually connect with. With two decades of experience across branding, CG, and campaign strategy, I focus on building visual identities, narratives, and content frameworks that feel consistent, considered, and built to last across every touchpoint. I work closely with teams, founders, and stakeholders to define direction, shape creative, and bring structure to the process so decisions are easier and output is sharper. From early-stage brand thinking through to execution across digital, print, and experiential, I help translate intent into work that looks refined, feels aligned, and supports real business outcomes.…A brand and creative partner who helps turn ideas into clear, cohesive systems that people actually connect with. With two decades of experience across branding, CG, and campaign strategy, I focus on building visual identities, narratives, and content frameworks that feel consistent, considered, and built to last across every touchpoint. I work closely with teams, founders, and stakeholders to define direction, shape creative, and bring structure to the process so decisions are easier and output is sharper. From early-stage brand thinking through to execution across digital, print, and experiential, I help translate intent into work that looks refined, feels aligned, and supports real business outcomes.WWWW…
Available to hire
A brand and creative partner who helps turn ideas into clear, cohesive systems that people actually connect with. With two decades of experience across branding, CG, and campaign strategy, I focus on building visual identities, narratives, and content frameworks that feel consistent, considered, and built to last across every touchpoint.
I work closely with teams, founders, and stakeholders to define direction, shape creative, and bring structure to the process so decisions are easier and output is sharper. From early-stage brand thinking through to execution across digital, print, and experiential, I help translate intent into work that looks refined, feels aligned, and supports real business outcomes.
Experience Level
Language
Work Experience
Creative Director at Serif & Gold (formerly Designerfrom.nz)
March 1, 2016 - PresentProvide strategic storytelling and brand consulting for global clients across consumer markets, lifestyle, wellness, and eCommerce. Created brand strategy and content frameworks for over 30 clients. Supported tourism clients in developing visitor-centric narratives. Developed strategic creative briefs and presentations, securing buy-in from executives and partners. Conducted market research to identify trends and customer insights, optimizing campaign performance and audience targeting. Managed project budgets, timelines, and creative resources, ensuring quality and consistency. Developed culturally sensitive, localized content for diverse audiences and integrated campaigns across editorial, video, and experiential content.
Art Director / Promotion Strategies Consultant at Blue Meta
July 1, 2021 - February 1, 2023Directed creative strategy and promotional campaigns for a growing digital agency. Defined brand voices and visual direction for diverse clients. Managed remote creative teams and vendor relationships, fostering a collaborative, high-performing creative culture. Created content ecosystems and led strategic campaigns that improved customer retention and long-term brand loyalty. Oversaw the design process from concept to execution, including client presentations and strategy sessions. Coordinated production schedules, budgets, and creative resources for high-impact global campaigns. Integrated brand-building strategies across digital, print, and experiential platforms.
Senior Graphic Designer / Art Director at CREW Marketing Partners
May 1, 2016 - July 1, 2017Collaborated with strategists to develop creative assets that aligned with brand identity across digital, print, and advertising. Helped improve brand consistency and engagement with redesigned marketing processes and templates. Designed brand identities, marketing collateral, and digital assets for diverse global client portfolios. Collaborated with strategists to develop cohesive, impactful campaigns across digital, print, and social channels. Created user-centric wireframes, mockups, and final interfaces for responsive websites and landing pages, ensuring intuitive user experiences. Oversaw quality control, ensuring brand consistency and accurate file preparation. Mentored junior designers, fostering a culture of creativity and collaboration.
Creative Director at Blacksheepdesign
February 1, 2015 - March 1, 2016Developed brand strategies and executed digital and traditional campaigns. Mentored a multidisciplinary team in storytelling and design. Delivered award-winning campaigns for agricultural, education, tourism, and community-focused clients. Improved client satisfaction scores through strategic brand realignment. Led creative teams in storytelling, design, and campaign execution for clients. Oversaw project timelines, budgets, and creative resources for clients. Developed creative briefs and presentations, aligning brand strategy with client objectives.
Senior Designer at Blacksheepdesign
April 1, 2009 - January 1, 2015Produced design assets for branding, web, and marketing campaigns. Managed multiple projects simultaneously, maintaining high-quality output in fast-paced environments. Developed brand identities, marketing collateral, and visual assets for a diverse client base. Mentored junior designers, providing guidance on design principles and creative execution.
Education
Qualifications
Industry Experience
Media & Entertainment, Travel & Hospitality, Professional Services, Consumer Goods
Mariner bRewing - Packaging Strategy + Illustration + Design
This project with Mariner focused on aligning brand strategy with a refreshed visual and communication system that reflects clarity, trust, and modern professionalism. The objective was to strengthen how the brand presents itself across touchpoints while ensuring consistency between strategic positioning and design execution.
Strategic Foundation
The strategy centred on clarifying brand messaging, audience priorities, and the role Mariner plays within a competitive advisory landscape. A structured narrative was developed to articulate value in a way that feels accessible, confident, and human, while still grounded in expertise.
Core messaging pillars were defined to guide both written and visual communication, ensuring alignment across digital, print, and presentation environments. This framework helped establish a consistent voice that supports long-term brand growth and recognition.
Design Approach
The design approach translates strategic clarity into a clean and structured visual system. Typography leads the composition, supported by a restrained colour palette and intentional spacing to create a sense of balance and professionalism.
Layouts are built around hierarchy and readability, ensuring that key information is easy to scan and understand. Visual elements are kept minimal and purposeful, reinforcing the brand’s focus on clarity rather than decoration.
System Development
A flexible design system was developed to support a wide range of applications, from marketing materials to client-facing documents and digital assets. Grid structures, typographic rules, and spacing conventions provide a consistent foundation across all outputs.
This system allows the brand to scale its communications without losing cohesion. Each asset follows the same underlying logic, ensuring that new materials remain visually and strategically aligned with the broader brand direction.
Summary
The Mariner project brings together strategy and design into a unified system that prioritizes clarity, consistency, and usability. By grounding the visual identity in a clear strategic framework, the result is a brand that communicates with confidence while remaining adaptable across evolving needs.
brandstrategy visualidentity designsystem branding typography strategicdesign brandarchitecture graphicdesign…This project with Mariner focused on aligning brand strategy with a refreshed visual and communication system that reflects clarity, trust, and modern professionalism. The objective was to strengthen how the brand presents itself across touchpoints while ensuring consistency between strategic positioning and design execution.
Strategic Foundation
The strategy centred on clarifying brand messaging, audience priorities, and the role Mariner plays within a competitive advisory landscape. A structured narrative was developed to articulate value in a way that feels accessible, confident, and human, while still grounded in expertise.
Core messaging pillars were defined to guide both written and visual communication, ensuring alignment across digital, print, and presentation environments. This framework helped establish a consistent voice that supports long-term brand growth and recognition.
Design Approach
The design approach translates strategic clarity into a clean and structured visual system. Typography leads the composition, supported by a restrained colour palette and intentional spacing to create a sense of balance and professionalism.
Layouts are built around hierarchy and readability, ensuring that key information is easy to scan and understand. Visual elements are kept minimal and purposeful, reinforcing the brand’s focus on clarity rather than decoration.
System Development
A flexible design system was developed to support a wide range of applications, from marketing materials to client-facing documents and digital assets. Grid structures, typographic rules, and spacing conventions provide a consistent foundation across all outputs.
This system allows the brand to scale its communications without losing cohesion. Each asset follows the same underlying logic, ensuring that new materials remain visually and strategically aligned with the broader brand direction.
Summary
The Mariner project brings together strategy and design into a unified system that prioritizes clarity, consistency, and usability. By grounding the visual identity in a clear strategic framework, the result is a brand that communicates with confidence while remaining adaptable across evolving needs.
brandstrategy visualidentity designsystem branding typography strategicdesign brandarchitecture graphicdesignWW…
Meridian - Smokehouse Jerky Brand + Packaging
This project focused on developing a refined and cohesive packaging system for Meridian that reflects a balance of modern simplicity, clarity, and brand consistency across a range of products. The objective was to create packaging that feels elevated and trustworthy while maintaining strong readability and a clear visual hierarchy.
Design Approach
The design approach centres on a clean and structured layout system that prioritizes legibility and organization. Typography is used as the primary vehicle for communication, guiding the viewer through brand, product name, and supporting information with clarity and intention.
A restrained use of colour supports product differentiation while maintaining a consistent and unified brand presence. Each variant is distinguished through subtle shifts in palette and composition, allowing for recognition without disrupting the overall system.
Visual Language
The visual language is minimal and deliberate, focusing on clarity, balance, and proportion. Composition is carefully considered to ensure that all elements work together cohesively without unnecessary distraction.
Typography, spacing, and alignment are treated as key design components, contributing to a sense of order and consistency across all packaging formats. Any supporting graphic elements are used sparingly, reinforcing the brand’s tone while maintaining a clean and modern aesthetic.
Packaging System
A scalable packaging system was developed to support multiple product lines while maintaining a consistent visual framework. Defined grid structures, typographic hierarchy, and layout rules ensure that each package adheres to the same underlying logic.
This system allows for flexibility in future product expansion while preserving brand integrity. New SKUs can be introduced seamlessly, maintaining alignment with the established design language and ensuring a cohesive presence across the full range.
Summary
The Meridian packaging system achieves a balance of simplicity, clarity, and consistency. Through a structured approach to typography, layout, and colour, the design delivers a unified brand experience that is easy to navigate, visually coherent, and adaptable across a growing product lineup.
packagingdesign brandidentity visualidentity graphicdesign branding typography packagingsystem designsystem…This project focused on developing a refined and cohesive packaging system for Meridian that reflects a balance of modern simplicity, clarity, and brand consistency across a range of products. The objective was to create packaging that feels elevated and trustworthy while maintaining strong readability and a clear visual hierarchy.
Design Approach
The design approach centres on a clean and structured layout system that prioritizes legibility and organization. Typography is used as the primary vehicle for communication, guiding the viewer through brand, product name, and supporting information with clarity and intention.
A restrained use of colour supports product differentiation while maintaining a consistent and unified brand presence. Each variant is distinguished through subtle shifts in palette and composition, allowing for recognition without disrupting the overall system.
Visual Language
The visual language is minimal and deliberate, focusing on clarity, balance, and proportion. Composition is carefully considered to ensure that all elements work together cohesively without unnecessary distraction.
Typography, spacing, and alignment are treated as key design components, contributing to a sense of order and consistency across all packaging formats. Any supporting graphic elements are used sparingly, reinforcing the brand’s tone while maintaining a clean and modern aesthetic.
Packaging System
A scalable packaging system was developed to support multiple product lines while maintaining a consistent visual framework. Defined grid structures, typographic hierarchy, and layout rules ensure that each package adheres to the same underlying logic.
This system allows for flexibility in future product expansion while preserving brand integrity. New SKUs can be introduced seamlessly, maintaining alignment with the established design language and ensuring a cohesive presence across the full range.
Summary
The Meridian packaging system achieves a balance of simplicity, clarity, and consistency. Through a structured approach to typography, layout, and colour, the design delivers a unified brand experience that is easy to navigate, visually coherent, and adaptable across a growing product lineup.
packagingdesign brandidentity visualidentity graphicdesign branding typography packagingsystem designsystemWW…
HiFive Chicken - Brand + Packaging + Strategy
This project focused on developing a bold and playful packaging system for HiFive Chicken that reflects the brand’s energetic personality while maintaining clarity, consistency, and strong shelf presence. The goal was to create packaging that feels fun and approachable, while still clearly communicating product information across a range of offerings.
Design Approach
The design approach centres on a vibrant and expressive visual system built around strong typography, colour, and graphic rhythm. Hierarchy is used intentionally to guide the viewer’s eye, ensuring that key product details are immediately visible and easy to understand.
Colour plays a central role in differentiating menu items and product variations, with each palette selected to feel lively while remaining consistent within the overall brand framework. Repetition of layout structure across packaging formats helps reinforce familiarity and recognition.
Visual Language
The visual language is driven by bold typography, high contrast colour combinations, and graphic elements that support the brand’s energetic tone. Layouts are composed to feel dynamic without sacrificing readability, balancing personality with function.
Illustrative and graphic components are used selectively to add character and reinforce the brand’s identity. These elements are integrated into the system in a way that complements the typography rather than competing with it, resulting in a cohesive and unified look across all applications.
Packaging System
A structured packaging system was developed to allow for flexibility across multiple products while maintaining consistency. Grid-based layouts, defined typographic hierarchy, and repeatable composition rules ensure that new items can be introduced without disrupting the overall visual language.
This system supports scalability while preserving a recognizable identity across the range. Each package feels distinct enough to differentiate products, yet consistent enough to be clearly part of the same brand family.
Summary
The final packaging system for HiFive Chicken combines bold visual expression with clear structure and consistency. Through the use of colour, typography, and a unified layout approach, the design delivers packaging that is engaging, easy to navigate, and adaptable across a growing product lineup.
packagingdesign brandidentity visualidentity graphicdesign branding typography packagingsystem designsystem…This project focused on developing a bold and playful packaging system for HiFive Chicken that reflects the brand’s energetic personality while maintaining clarity, consistency, and strong shelf presence. The goal was to create packaging that feels fun and approachable, while still clearly communicating product information across a range of offerings.
Design Approach
The design approach centres on a vibrant and expressive visual system built around strong typography, colour, and graphic rhythm. Hierarchy is used intentionally to guide the viewer’s eye, ensuring that key product details are immediately visible and easy to understand.
Colour plays a central role in differentiating menu items and product variations, with each palette selected to feel lively while remaining consistent within the overall brand framework. Repetition of layout structure across packaging formats helps reinforce familiarity and recognition.
Visual Language
The visual language is driven by bold typography, high contrast colour combinations, and graphic elements that support the brand’s energetic tone. Layouts are composed to feel dynamic without sacrificing readability, balancing personality with function.
Illustrative and graphic components are used selectively to add character and reinforce the brand’s identity. These elements are integrated into the system in a way that complements the typography rather than competing with it, resulting in a cohesive and unified look across all applications.
Packaging System
A structured packaging system was developed to allow for flexibility across multiple products while maintaining consistency. Grid-based layouts, defined typographic hierarchy, and repeatable composition rules ensure that new items can be introduced without disrupting the overall visual language.
This system supports scalability while preserving a recognizable identity across the range. Each package feels distinct enough to differentiate products, yet consistent enough to be clearly part of the same brand family.
Summary
The final packaging system for HiFive Chicken combines bold visual expression with clear structure and consistency. Through the use of colour, typography, and a unified layout approach, the design delivers packaging that is engaging, easy to navigate, and adaptable across a growing product lineup.
packagingdesign brandidentity visualidentity graphicdesign branding typography packagingsystem designsystemWW…
Gold's Overnight Oats - Brand + Packaging
his project focused on developing a cohesive packaging system for Goldy’s that brings together brand personality, product clarity, and a distinctive visual language across a range of offerings. The objective was to create packaging that feels modern, approachable, and consistent while standing out clearly in competitive retail environments.
Design Approach
The design approach centres on a structured layout system that prioritizes clarity and hierarchy. Typography is used as the primary anchor, guiding the viewer through brand name, product name, and supporting details in a clear and intentional way.
Colour plays a key role in differentiating variants while maintaining a unified brand family. A controlled palette ensures that each SKU has its own visual identity while still feeling connected to the broader system. Consistency in spacing, alignment, and composition reinforces recognition across the range.
Visual Language
The visual language blends clean typography with bold graphic elements to create a confident and recognizable identity. Composition is carefully balanced to ensure that key information remains legible while still allowing room for expressive design elements.
Subtle use of contrast, scale, and colour relationships helps establish a sense of rhythm across packaging formats. Each design is built to feel cohesive on its own while also contributing to a larger, unified system when viewed together.
Packaging System
A scalable packaging system was developed to support current and future product lines. Defined layout rules, typographic hierarchy, and consistent grid structure allow for flexibility without compromising brand integrity.
This system ensures that new variants can be introduced efficiently while maintaining alignment with the established visual direction. The result is a packaging framework that is both adaptable and consistent across applications.
Summary
The final packaging system for Goldy’s achieves a balance between clarity, consistency, and visual impact. Through a structured approach to layout, typography, and colour, the design delivers a cohesive brand experience that is easy to navigate, visually distinctive, and scalable across a growing product range.
packagingdesign brandidentity visualidentity graphicdesign branding packagingsystem typography designsystem…his project focused on developing a cohesive packaging system for Goldy’s that brings together brand personality, product clarity, and a distinctive visual language across a range of offerings. The objective was to create packaging that feels modern, approachable, and consistent while standing out clearly in competitive retail environments.
Design Approach
The design approach centres on a structured layout system that prioritizes clarity and hierarchy. Typography is used as the primary anchor, guiding the viewer through brand name, product name, and supporting details in a clear and intentional way.
Colour plays a key role in differentiating variants while maintaining a unified brand family. A controlled palette ensures that each SKU has its own visual identity while still feeling connected to the broader system. Consistency in spacing, alignment, and composition reinforces recognition across the range.
Visual Language
The visual language blends clean typography with bold graphic elements to create a confident and recognizable identity. Composition is carefully balanced to ensure that key information remains legible while still allowing room for expressive design elements.
Subtle use of contrast, scale, and colour relationships helps establish a sense of rhythm across packaging formats. Each design is built to feel cohesive on its own while also contributing to a larger, unified system when viewed together.
Packaging System
A scalable packaging system was developed to support current and future product lines. Defined layout rules, typographic hierarchy, and consistent grid structure allow for flexibility without compromising brand integrity.
This system ensures that new variants can be introduced efficiently while maintaining alignment with the established visual direction. The result is a packaging framework that is both adaptable and consistent across applications.
Summary
The final packaging system for Goldy’s achieves a balance between clarity, consistency, and visual impact. Through a structured approach to layout, typography, and colour, the design delivers a cohesive brand experience that is easy to navigate, visually distinctive, and scalable across a growing product range.
packagingdesign brandidentity visualidentity graphicdesign branding packagingsystem typography designsystemWW…
Bakeston Brothers - Packaging
This project focused on developing a cohesive packaging system for Bakestone Brothers that balances brand storytelling, product clarity, and visual consistency across a range of packaged goods. The goal was to create packaging that feels crafted and approachable while maintaining strong shelf presence and a recognizable brand identity.
Design Approach
The design direction was built around a refined, structured layout system that supports both consistency and flexibility. Clear hierarchy was established through typography, spacing, and composition to ensure that each product communicates its key information quickly and effectively.
Colour was used as a primary differentiator between product variants while remaining within a controlled palette to maintain brand cohesion. This allowed each SKU to have its own personality while still feeling part of a unified family when viewed together in retail environments.
Visual Language
The visual language combines clean typography with considered use of illustration and graphic elements to reinforce a handcrafted, quality-driven positioning. Subtle textures and compositional balance help create a sense of warmth and authenticity without overwhelming the core messaging.
Attention was given to how each packaging component interacts, ensuring that typography, colour, and imagery work together rather than compete for attention. The result is a system that feels intentional, consistent, and easy to navigate for the consumer.
Packaging System
A scalable packaging system was developed to accommodate multiple product lines while maintaining visual consistency. Grid structure, typographic hierarchy, and placement rules were defined to allow for future extensions without losing alignment with the core brand identity.
This system ensures that new products can be introduced seamlessly while preserving familiarity across the range, strengthening brand recognition over time.
Summary
The final packaging reflects a balance of clarity, consistency, and craft. By combining structured design principles with a refined visual language, the system supports both functional communication and brand expression, resulting in packaging that is cohesive, adaptable, and visually distinctive across the lineup.
packagingdesign brandidentity graphicdesign packagingsystem branding visualidentity typography designsystem…This project focused on developing a cohesive packaging system for Bakestone Brothers that balances brand storytelling, product clarity, and visual consistency across a range of packaged goods. The goal was to create packaging that feels crafted and approachable while maintaining strong shelf presence and a recognizable brand identity.
Design Approach
The design direction was built around a refined, structured layout system that supports both consistency and flexibility. Clear hierarchy was established through typography, spacing, and composition to ensure that each product communicates its key information quickly and effectively.
Colour was used as a primary differentiator between product variants while remaining within a controlled palette to maintain brand cohesion. This allowed each SKU to have its own personality while still feeling part of a unified family when viewed together in retail environments.
Visual Language
The visual language combines clean typography with considered use of illustration and graphic elements to reinforce a handcrafted, quality-driven positioning. Subtle textures and compositional balance help create a sense of warmth and authenticity without overwhelming the core messaging.
Attention was given to how each packaging component interacts, ensuring that typography, colour, and imagery work together rather than compete for attention. The result is a system that feels intentional, consistent, and easy to navigate for the consumer.
Packaging System
A scalable packaging system was developed to accommodate multiple product lines while maintaining visual consistency. Grid structure, typographic hierarchy, and placement rules were defined to allow for future extensions without losing alignment with the core brand identity.
This system ensures that new products can be introduced seamlessly while preserving familiarity across the range, strengthening brand recognition over time.
Summary
The final packaging reflects a balance of clarity, consistency, and craft. By combining structured design principles with a refined visual language, the system supports both functional communication and brand expression, resulting in packaging that is cohesive, adaptable, and visually distinctive across the lineup.
packagingdesign brandidentity graphicdesign packagingsystem branding visualidentity typography designsystemWW…
Camp Beer Company - Can Strategy + Design + Illustration
Project Overview
This project focuses on developing a cohesive can design system that integrates illustration, typography, and art direction into a unified packaging solution. The objective was to create a design that communicates brand identity quickly at shelf level while maintaining visual interest and clarity across variants.
Illustration Direction
Illustration is the primary visual driver of the system. A custom style was developed to establish personality and consistency across the range. Each composition is built with attention to line weight, spacing, and balance so it reproduces clearly at small scale and on a curved surface.
The illustrations are integrated into the layout rather than treated as decoration. They work alongside typography to reinforce flavour cues and guide the viewer’s eye, creating a cohesive relationship between image and information.
Can Design System
The can layout is structured around hierarchy and readability. Typography is positioned to prioritize brand and product name, with supporting information arranged to complement the illustration. Consistent spacing and alignment create rhythm across all variants.
Colour is used to differentiate products while maintaining cohesion. Each palette aligns with the illustration style and supports the overall tone of the design. The system is designed to scale easily while preserving a recognizable visual identity.
Art Direction
Art direction guided how illustration, typography, and layout function together as a unified system. Defined principles around composition, hierarchy, and balance ensure consistency while allowing each can to express its own character.
Each design follows the same underlying structure, with variation introduced through illustration and colour. This creates distinction across the range while maintaining a strong sense of cohesion when viewed as a whole.
Production Considerations
The design was developed with production in mind, accounting for print constraints, colour reproduction, and how artwork behaves on a cylindrical surface. Attention was given to contrast and legibility to ensure the final result performs effectively in real-world conditions.
packagingdesign candesign brandidentity illustration artdirection graphicdesign…Project Overview
This project focuses on developing a cohesive can design system that integrates illustration, typography, and art direction into a unified packaging solution. The objective was to create a design that communicates brand identity quickly at shelf level while maintaining visual interest and clarity across variants.
Illustration Direction
Illustration is the primary visual driver of the system. A custom style was developed to establish personality and consistency across the range. Each composition is built with attention to line weight, spacing, and balance so it reproduces clearly at small scale and on a curved surface.
The illustrations are integrated into the layout rather than treated as decoration. They work alongside typography to reinforce flavour cues and guide the viewer’s eye, creating a cohesive relationship between image and information.
Can Design System
The can layout is structured around hierarchy and readability. Typography is positioned to prioritize brand and product name, with supporting information arranged to complement the illustration. Consistent spacing and alignment create rhythm across all variants.
Colour is used to differentiate products while maintaining cohesion. Each palette aligns with the illustration style and supports the overall tone of the design. The system is designed to scale easily while preserving a recognizable visual identity.
Art Direction
Art direction guided how illustration, typography, and layout function together as a unified system. Defined principles around composition, hierarchy, and balance ensure consistency while allowing each can to express its own character.
Each design follows the same underlying structure, with variation introduced through illustration and colour. This creates distinction across the range while maintaining a strong sense of cohesion when viewed as a whole.
Production Considerations
The design was developed with production in mind, accounting for print constraints, colour reproduction, and how artwork behaves on a cylindrical surface. Attention was given to contrast and legibility to ensure the final result performs effectively in real-world conditions.
packagingdesign candesign brandidentity illustration artdirection graphicdesignWW…
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