I helped create a new visual identity system inspired by the natural world. Warmer tones, rounded graphic elements, typography, textures and candid lifestyle photography came together to create a more modern and appealing look and feel that reflected the brand’s strategy and purpose.

This included defining the kit of parts and developing a series of in-store communication categories, establishing how everything from new product launches and promotional messaging to quality cues would be expressed consistently across the retail environment. I also developed and wrote brand guidelines to ensure the identity was implemented correctly and consistently across all touchpoints.

The result was a scalable brand system that modernised the customer experience, strengthened brand recognition and provided a flexible foundation for future campaigns and retail communications.