We're an agency with deep expertise in helping brands find their compelling point of difference. For more than 25 years we’ve paired strategic tools with beautiful design solutions to help business stand-out, transform and grow.

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Coles muddies the milk with undifferentiated brand

Farmers Fund milk brand clouds the issues As predicted Coles have started muddying the waters around fair Milk prices by introducing an undifferentiated milk brand called Farmers Fund to the market. The brand which ‘gives back’ 40c of each 2 litre carton to a Fund…

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Brand differentiation: Lye back and think of Iceland

Enjoy Our Nature’s explosive Icelandic condom packaging. As a brand agency with differentiation at our core, we’re always looking for unique ways to help brands standout from the pack. We salute brands who see the world differently, so we couldn’t go past this brand packaging…

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The sticking power of Apple’s brilliant brand packaging

When packaging means much more than packaging Going through the drawers in my study last week I came across not one, but three iPhone boxes. I realised that without consciously intending to I’d saved the boxes from each of my iPhones dating back years, but…

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Our Gelati Sky brand at work – delicious differentiation from the streets

Bumping into our Delicious Branding Even after twenty five years of creating brands of our clients, it’s still a buzz to bump into our branding hard at work differentiating and promoting our clients and their businesses. On a cold, grey and wet Melbourne Spring day,…

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Organic natural brands no longer differentiate

When mega brands go organic Gatorade is introducing an organic version of it’s brightly coloured sugar water for ‘athletes’. While the new product will be tested in select markets it seams Pepsi Co., the parent brand, sees the threat to the market dominant sports drink from more…

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Calling all Courageous Blondes – Lululemon Partners with Canadian Brewery

It seem’s that Lululemon is now targeting the yoga loving, beer drinkers. Who doesn’t like a cold beer after a sweaty yoga session?… The global activewear brand has partnered with Canadian based brewery, Stanley Park Brewing to create a lemon hopped ale called ‘Courageous Blonde’.

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Simple, smart and efficient packaging design for brands

We’ve had a lot of enquires lately about designing simple and efficient packaging for products so that their founders can test their product in the market before investing in expensive packaging solutions. When you’re starting out budget for packaging design and print run quantities are…

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Truly Deeply refreshes iconic Aussie BBQ fuel brand, Heatbeads

Melbourne brand strategy and design agency has developed new packaging, brand messaging and design for the Heatbeads range of products. “The team at Truly Deeply took the time to really understand the Heatbeads customers and market to create packaging that both respected our brand’s long…

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The most important ingredient in effective packaging design is client mindset

Not all packaging design projects are born equal. Some have bucket loads of SKUs while some have one or two. Some packaging design projects launch a new brand into the stratosphere, whilst others demand a tweak to keep market leaders on top of their game.…

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The Simplicity of Being Nude – A Brand Delivering the Bare Minimum

Taking a Nude approach. Domestic glassware brand all about simplicity. Nude is a new domestic glassware brand that insists “simple is beautiful”. Nude want to appeal to a younger target market and brings a fresh new angle to a pretty out-dated and fair to say boring industry…

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Food brands let you see what you get, sometimes.

  See what you get food packaging, once it’s not the amount sugar. The Australian Government has just launched a new food labelling initiative that highlights the food’s country of origin with a campaign declaring ‘See what you’re getting’. The new labelling must be rolled…

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Sugar the tobacco for big food brands

Big food’s short term thinking on sugar Every day there seems to be more and more information surfacing about the activities of major food brands in response to the obesity epidemic the western world is facing. There’s little doubt they’re using their financial muscle and…

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