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In a David and Goliath battle, Multinational coffee company Jacobs Douwe Egberts (JDE), is suing Australia’s Vittoria Coffee over the use of its glass jar packaging. JDE, the owner of the Moccona brand, claims that the glass jar’s iconic shape is a trademarked design and…

New energy gum brand now available at Chemist Warehouse. Keen followers of Truly Deeply may have noticed us talking about a new energy gum brand we created for three Melbourne mates, during the lockdown years. Truly Deeply worked closely with the founders of Zuum to…

From supermarkets to department stores, private labels or store brands are becoming more important to both profitability and customer retention. According to a recent research report from Oracle, private label dollar growth in Australia outpaces branded products by nearly 2x. Private labels currently account for…

Brand naming, strategy, design, and packaging for an innovative range of vapor inhaler products from Rhinomed. Pronto features a unique vapor inhaler that gently opens the nose and delivers a soothing blend of essential oils. There are two versions of the product, featuring different essential…

New packaging continues to evolve with the offer and enhance the Jenny Craig brand experience. Truly Deeply has been working with Jenny Craig since 2014. Our initial work involved a complete refresh of the brand with research, brand strategy, brand identity, packaging, marketing collateral, and…

Sustainability branding is no longer about ‘eco’ colours or colour washing. Brands used to highly depend on their packaging and look to communicate their ‘eco-friendly’ mission. They overly used shades of Greens and Browns to show their roles in fighting climate change. Now, brands are…

Mecca is currently getting some well deserved attention for their Kit rebrand. Mecca’s home brand for beauty on budget for nail polish, lotions, and a few products was discontinued years ago. Kit has now been rebranded and relaunched with a completely different offer, theme with…

Truly Deeply is excited to share the new look Vienna Patisserie, a unique fusion of traditional European cakes and pastries with a modern Australian twist. From one small cake shop in Kew, the rebrand has helped Vienna Patisserie secure a new store in Canterbury’s prestigious…

An inspiring selection of beer and spirits packaging to whet your design whistle. What a year it’s been. Never before have we needed the treasure the small delights in life to help get us through the dark days, weeks and months. Whether that be a…

Much More than Back to the Future Branding. Here at Truly Deeply we often talk about Branding being ‘Design with Purpose’ and Pizza Hut’s recent redesign of their take away pizza box packaging is a clever case in point. When we say ‘Design with Purpose’…

Heinz Rebranding is a delicious blend of balance and skill. Whilst we rarely write about another agencies branding projects the recently released rebrand for Heinz by global brand agency; Jones Knowles Ritchie is an example of strategic brand design worth writing about. Rebranding for FMCG…

Branding for the F&B Market – Truly Deeply named one of the world’s Top Food and Beverage Branding Agencies. The food and beverage industry will generate $76.5 billion in revenue in 2020 and by 2024, it is expected to reach a market volume of $105.7…

One of the world’s leading packaging agencies? Stop it, you’re making us blush! Little old us have been recognized as one of the world’s leading Packaging Design Companies by agency aggregator DesignRush for 2019. Each year, B2B Marketplace; DesignRush asesses marketing agencies and consultants globally…

A branding project to change the world. Every so often we come across a project that seems like our destiny to work on. It’s not every day that we get to create a brand with the potential to have a significant and enduring impact on…

Branding for Start-Ups – A critical challenge. There are few things I enjoy more than sitting across the table with a founder of a start-up. The energy, excitement, vision and optimism are often at their peak in the excitement of launching a new enterprise. Over…

Fund the How Now Milk Brand Our friends Cathy and Les from the Ethical Dairy Company owner of the magnificent How Now Milk Brand are chasing funding for the next stage of the ethical milk journey. It’s a great opportunity to put some money behind…

Asian supermarkets use banana leaves instead of plastic packaging for fruit & veg. For decades many consumers have been pushing Australian retailers to reduce the overpacking of fruit and vegetables, but it’s still happening. Now, it seems our neighbours to the north are streets ahead…

Where did 2018 Go? We had a great year, working with businesses of all shapes and sizes to create new propositions, launch new products and refresh brands across more than fifty different categories. We captured just some of that activity in this 12 second vid.…

Strange But True Packaging Design. Lyle’s in one of the UK’s leading brands of golden syrup, much loved throughout the British Isles. At first glance the visual language of the packaging design captures the heritage and tradition of both the product and the brand. Traditional…

Finally, there’s movement on plastic bags We’ve been entertained by the carry on over plastic bags by the giant retail brands Coles and Woolworths over the last few months. While the brands themselves may see this as them taking a leadership roll in an overdue change…

I’m a self-confessed chocoholic. Like most sane people I love chocolate. In Melbourne, we are spoilt with chocolate shops, chocolatiers and chocolate cafés just as common as bakeries. Even the shopping strip near my home in the suburbs contains a chocolate café amongst only a…

Beer + artisanal craftsmanship + great design. What’s not to love about craft beer? Show me an consumer category dominated by large corporations, and I’ll show you a craft revolution waiting to happen. After decades of the world beer market being owned by the big,…

Crayola’s crayons are part of our collective childhood. The brand is constantly innovating with new pastels, markers (texters) and other child friendly colouring equipment. But their foray takes things to a whole new market and shows the value of a strong brand visual language. They’ve…

Another Retail Disruptor Gets Physical. US online retailer; ‘Brandless’ made waves this week when it opened it’s first physical pop-up in West Hollywood, LA. The proposition of this retailer is an unbranded (plain label) $3-everything approach, taking the private label mindset and disrupting it. Brandless…

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behavior. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

Loving this inspirational story of Elizabeth Arden; an entrepreneur, a women’s advocate, and a champion for holistic beauty, whose beliefs seem more relevant today than ever before. Along with the symbolism of her brand’s signature colour; from the iconic red door of the first salon, to…

You might be wondering why I have chosen to write this blog, on Easter Monday of all days, about level crossings. Bear with me, there’s a point, I promise. As you can imagine the removal of level crossings is a big operation. I may be…

We do our fair share of packaging work here at Truly Deeply. We also work hard to make our work differentiated and valuable to our clients who are under constant pressure to produce their goods on the thinnest of margins. This is specially true with…

A beautiful Brand Gesture The Lake House in Dayelsford, Regional Victoria is one of my favourite places to retreat from the hustle and bustle of life, enjoy amazing local produce and of course get a little pampering action. So for my recent wedding anniversary we…

Imagine a world without brand design. Watching the opening round of AFLW over the weekend I spotted a sponsor sign that took me back to my childhood. The match was being played on a suburban ground in Adelaide and the huge metal sign was promoting…

Truly Deeply is proud to introduce our brand strategy, identity and packaging work for How Now. An exciting new dairy brand, How Now not only stands up for cows, it stands out from the herd with a powerful purpose to provide kind milk products for…

Krone Organic Pilsner – A deliciously refreshing drop of beer branding. Norwegian brewery; Norbrew have released a new Pilsner called ‘Krone’, which is Norwegian for ‘Crown.’ The product is brewed using just four organic raw ingredients. This simple brewing recipe is reflected in the packaging…

The new cannabis category takes a professional approach to packaging design Harmony Extracts is a cannabis concentrate company that uses state-of-the-art extraction technologies to transform marijuana plants into high-quality, potent concentrates. A new company based in Denver, Colorado, which is one of the nearly 30…

New brand proposition, identity and packaging taps into market gap for a premium Australian made brand specifically designed for the Chinese market. Everything from the positioning, messaging and personality was designed to connect with affluent Chinese mums. The proposition reinforces their beliefs in the benefits…

Australians are in the prime position to make food and brands that will resonate around the world, the founder of American yoghurt success story Chobani says. Just ten years ago in 2007, Turkish migrant Hamdi Ulukaya bought a disused Kraft Food factory in New York…

With the steady increase in readily available free stock imagery, I often wonder about illustrators and how they are staying afloat in the growing pool of image libraries. Are illustrators being put on the back burner because stock imagery is so easily obtainable? Or is…

All Beer Brands Are Not Born Equal. Researching this new craft beer brand from the UK I came across an interesting stat. The fresh bread consumer trend that has swept the globe has led to more than 40% of the bread baked daily around the…

Following Australia’s lead, the UK introduces plain packaging laws for tobacco All advertising and branding of cigarettes is now banned in the UK. This follows similar laws introduced in Australia in 2012. For big tobacco brands, this is a massive challenge. They’ve effectively had almost…

Why the right level of investment in your branding and packaging is critical. Every week we speak to a number of people who have an idea for a new product, have a product ready for market, or have a product in market that’s failing to…

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…

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…

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…

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…

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’.

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…

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…

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.…

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…

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…

Bulgarian architect Yasena Popover’s unique view of everyday objects reminds us there is always room for creative expression of you subject no matter how mundane they may seem. Taking ordinary objects, ordinary brands she transforms them using recoloured photography into beautifully complex works of art.…

A brand bringing you eco-friendly cleaning products – and award winning packaging design. Ecostore are offering substitute products to those other harsh chemical household products we all see in our major retailers. We all know these cleaning products contain many nasties, but sometimes we don’t…