A small family business with 250,0000 staff

King Bees is a small family business harvesting honey on the isolated East Coast of New Zealand. Mike and Cate King were both born and bred on the coast—rugged hill country scattered with native bush, sloping steeply into the Pacific Ocean—but they wouldn’t have it any other way. It is the ideal backdrop for both work and play. The design takes inspiration from their backyard, featuring a rustic script logo and a landscape illustration of Tokomaru Bay—one of the first places in the world to see the sunrise. Every element, from print finishes, tactile paper stocks, and photography to copywriting, is carefully considered to tell their story.

Illustration by Blair Sayer
Photography by Brennan Thomas

A burst of modern botanicals

Blending modernity with Coastal sophistication to create a new Australian Aperitif. The fresh, vibrant design evokes the natural beauty of the ingredients with a generous pop of colour.

Best enjoyed with a sea breeze and a table full of friends.

Tasmania's spirit meets reimagined tradition

This is the Year of the Wood Dragon. For Lark's first expression of the lunar new year, we collaborated with renown Shenzhen-based artists 1983 ASIA to create an illustration that weaves Chinese symbolism with Lark's whisky-making artistry. The design is inspired by folding fans - a traditional gift in Chinese culture and a symbol of good fortune and health. The exquisite gift box is adorned with 2 gold foils, embossing, debossing and highbuild screen to create an eye-catching addition to any collection.

Illustration: 1983 Asia

A Journey of Discovery

The Pōkeno Exploration Series is a platform for distiller Matt Johns to experiment and innovate with single malts and native timber barrel aging.

Inspired by Pōkeno’s mantra, "Dare to Discover Different," the series invites audiences on a journey of discovery through New Zealand's wild landscape, flora, fauna, and culture.

To capture the spirit of Pōkeno, we collaborated with New Zealand-based artist Benjamin Leon to create a series of illustrations depicting the unique environments of Aotearoa, New Zealand.

The multi-layered gift boxes create a visual narrative. As each layer is removed, the beautiful illustrations are revealed, providing an unboxing experience as unique as the liquid itself.

Illustration: Benjamin Leon
Structural Design: Think Packaging
Photography: Strike Photography

Under the crisp, clear skies, the Adelaide Hills ascend some 500 meters above sea level. Steep hills and plunging valleys carve into a landscape that has fostered a vibrant wine scene. Ovation is a celebration of cool climate, high altitude sparkling wine.

- Brand Naming
- Brand Positioning
- Illustration
- Brand Identity
- Packaging Design

True Craftsmanship

Tullibardine are one of the few remaining distilleries in Scotland to mill, ferment, cooper, distill and mature on site. I worked with Scottish artist Bryan Angus (a true craftsman in his own right) to create a series of linocuts which illustrate the journey of their exceptional whisky - from water source to bottle against the backdrop of the Ochil Hills, Perthshire. Each expression is a reflection of the skill and care of Tullibardine’s dedicated team. Careful consideration went into materials which are harvested from FSC approved forests and are 100% recyclable.

A Drop of Pure Highland Gold

Artwork: Bryan Angus

The Road Less Travelled

From emerald rainforests, vast dry deserts, turquoise oceans to dusty red earth under the baking sun- Australia has it all. We love nothing more than to get out amongst it. To explore new sights, new tastes and new experiences. Freebird takes the road less traveled to curate a range of unconventional wines for the intrepid explorer.

- Packaging Design
- Illustration
- Brand Positioning
- Naming
- Brand Narrative
- Brand Identity

Honest Spirits
Truepenny is a genuine Australian gin made in Melbourne. I worked with founders Jake & Dom to bring their vision to life through an honest, approachable visual brand identity that held true to their values. You won’t find Truepenny in poncy bars. No. It’s a mixing gin made for the working class. The packaging design is also hardworking - cutting through the clutter on shelf with a utilitarian typographic layout - no flashy illustrations of juniper berries or metallic foiling. The uncomplicated yet bold identity has helped Truepenny crack into a major Australian Liquor chain and win a loyal following from the hardworking folks of Australia

- Brand Positioning

- Brand Architecture

- Brand Narrative

- Brand Identity

- Collateral

- Packaging Design

- Tone of Voice

- Brand Guidlines

Spirit of the Illicit

Illicit Scotch was as much a part of the Highland landscape as the mountains and lochs. Ingenuity reigned on both sides of the battle between peetreekers (illicit distillers) and gaugers (excisemen). It became part of Scotch whisky’s DNA. The most despised and feared ‘Gauger’ was Malcom Gillespie, who sported 42 scars from skirmishes with armed smuggling gangs. But Gillespie had an ally - a fearsome black dog, trained to seize smugglers horses by the nose until ‘the casks were all thrown from their backs.’

- Packaging Design
- Illustration
- Brand Positioning
- Naming
- Brand Narrative
- Brand Identity

Bringing A Slice Of The Mediterranean To Australia

Italy is a sun-soaked country surrounded by emerald seas and sandy beaches. So too is Australia. When the sun sets (and sometimes earlier) it’s time for an aperitif, and we enjoy a spritz as much as anyone. Vero comes from our Grandfathers secret recipe brought with him to Australia, from Italy in the 1920’s - A blend of local wine, herbs and bitter sweet citrus - A modern Australian aperitivo that delivers an authentic Italian experience. Vero takes inspiration from the beachside resorts of Italy and brings a bit of Mediterranean charm to the Southern Hemisphere.

Illustration Alan Walsh

Look No Further

Tasmania is a place like no other – An Island dangling tentatively in the Southern Ocean. It is hammered by the ‘Roaring Forties’ - Winds that whip up monstrous seas and flatten trees. High rainfall and icy cold winters. It is this cool, maritime climate that allows the grapes to ripen slowly on the vine, developing intense flavours and natural balance. Only 1% of Tasmania is planted in vines. A network of World Heritage parks stretches across the state, covering thousands of miles with impenetrable primeval forest. In this untouched wilderness arises a great mystery that has obsessed naturalists and explorers alike. The Tasmanian Tiger. Inspired by this modern mystery, the design uses a simple diecut which functionally shows off the wine but also serves as a metaphor for ‘looking into the wilderness’. The unique label shape is paired with a nostalgic typeface, pastel colour palette, matt highbuild varnish and embossed texture.

- Brand Naming

- Brand Positioning

- Brand Identity

- Packaging Design

- Brand Story

Illustrations Steve Gavan

A new uniform for an Aussie legend
Named after one of the founders of Australian Football, Thomas Smith - Smithy’s has now expanded to 6 legendary Australian made beers - and they have a new strip to match. The new badge shape takes inspiration from an Aussie Rules football field, with the stripes taking cues from a classic footy jersey

In Good Spirits
Distilled in traditional copper stills with natural spring water and botanicals. Mayfair Gin needed a premium new look to compete with the exploding gin category. The rebrand takes inspiration from the Georgian architecture of the prestigious London suburb it was named after. The new design uses a stripped-back colour palette, embossing, foiling and a gloss varnish to reposition it as a symbol of class and quality.

Serving up a slice of the East Coast.

Founded in 2020 Neptunes pizzeria is a family run business based in Gisborne, New Zealand. Leah and her team source the best local produce and hand make everything from scratch - this provided a great opportunity to create a bold, crafted and memorable icon, which stands out from the fast food franchises further up the street. Positioned within casting distance from the Fishing Port, the brand takes on a nautical theme with a colour palette inspired by the east coast. The identity centres around a hand drawn Neptune icon rising from the waters of the East Coast with a slice of pizza speared onto his trident. By going against the current Neptunes Pizzeria has developed a cult following of their legendary pizza!

Crossing the line between craft and mainstream
Inspired by Thomas Smith - a fine 1800s footballer with a splendid kick, red hair and temper to match. Together with three accomplices, ‘Smithy’ and his friends penned the rules for Australian Rules Football. This set the ball rolling and formed the basis of the game as we know it today.

- Brand Positioning
- Brand Naming
- Brand Architecture
- Brand Narrative
- Brand Identity
- Brand Collateral
- Packaging Design

Illustration Graham Evernden

Hand picked goodness

Native Soda is a boutique drinks company doing good. The design is inspired by their unique story. Native Australian botanical extracts are sustainably sourced and picked by hand, extracted, then blended with sparkling water. They also give back to local communities by donating to established programs so you can purchase with purpose

Thirsty For Change

Native Soda Vodka Seltzers are the sophisticated big brother of Native Soda. Like their little sibling, the concept is inspired by the handpicked native Australian ingredients. The design tells the Native Soda story with a modern collage aesthetic and continues the good deed by giving back to local communities by donating to established programs.

Cutting shapes in the Ready-to-drink category

The RTD market is booming in Australia, growing around 3% annually. Inspired by the constructivist art movement, The Volsk premix range was built on the success of Volsk Vodka. The tasty look builds on these recognisable equities while adding energy and a bold confidence for a younger, switched-on consumer.

- Brand Positioning

- Brand Identity

- Packaging Design

- Brand Story

- Illustration

The Unbridled Spirit of Kentucky
An authentic Kentucky bourbon and cola which pays homage to its American roots and takes inspiration from vintage motorcycle graphics

- Brand Positioning
- Naming
- Brand Architecture
- Brand Narrative
- Illustration
- Brand Identity
- Brand Collateral
- Packaging Design

Celebrating the spirit of love

Lover Gin is as colourful and unique as those who enjoy it. Made with pride in Australia, for gin lovers around the world.

- Brand Naming
- Brand Positioning
- Illustration
- Brand Identity
- Packaging Design

Uncovering a unique story in South Australia
In the early 1800s, Frenchman Nicholas Baudin on the ‘Le Geographie’ and Englishman Matthew Flinders on the ‘The Investigator’, were racing to the unchartered land of Australia. When Eastern bound Flinders met Western bound Baudin, they named their meeting point Encounter Bay. Rumour has it they dined together, sharing charts, place names and a hearty glass of wine.

- Brand Naming
- Brand Positioning
- Brand Identity
- Packaging Design
- Brand Story

Illustration by Graham Evernden

Creating a Marlborough heavyweight
Land of Giants is inspired by the mighty Moa - a huge native bird that once roamed the Marlborough plains. Like its muse, Land of Giants is big, bold and entirely unique.


- Brand Naming
- Brand Story
- Brand Positioning
- Brand Identity
- Packaging Design
- Brand Collateral

Illustration by Marc Burckhardt

The moral of a good wine
The Fabulist - the writer of fables - is inspired by the tales of Aesop. Each variety tells a fable with a link to winemaking.

- Packaging Design
- Brand positioning
- Brand Naming
- Brand Narrative
- Brand Identity
- Brand Collateral

Illustrations by Jonny Wan

Powered by the sun
Tracey makes her tortillas using local organic corn and an ancient Aztec process in Gisborne, New Zealand - The first place in the world to see the sun each day. The identity is inspired by the sunny East Coast, and also the diagonal patterns of her traditional stone mill. The tortillas are vacuum sealed in biodegradable packaging and hand stamped leaving minimal impact on the environment and maximum freshness

Photos by Strike Photography

Rediscovering a hidden treasure
Inspired by the Spanish Armada, one of the greatest fleets ever to set sail. In 1588, 130 warships sailed to conquer England, only to be defeated by the British off the coast of Plymouth. The remaining ships fled north but many were wrecked, taking treasures and crew to a watery grave. 
Salvage teams still search for the sunken treasure of The Armada.


- Brand Positioning
- Brand story
- Brand Identity
- Packaging Design


Illustration by Graham Evernden

Borrowing from the past to move forward

Thank the Victorians for this fine gin. Inventors of the London Underground, the electric lightbulb, and the bicycle - but perhaps more importantly, the distillation process known as 'London Dry Gin'.

- Brand Positioning
- Brand Story
- Brand Identity
- Packaging Design

The origin of good chocolate

Inspired by the golden age of travel, the Selfridges Single Origin Chocolate range takes cues from vintage luggage tags - each unique to the origin of the chocolate.

- Structural Design
- Brand Identity
- Packaging Design
- Brand Positioning

Paying homage to Scotland’s secret history


Inspired by the smuggling of whisky in Scotland in the 18th century, Inverglen takes inspiration from smugglers’ trails in the Scottish Highlands, the peaty glens, fog and misty rain.


- Packaging Design
- Brand Positioning
- Brand Identity

Tapping into the wellness movement
Somma source water for their naturally flavoured drinks from an extinct volcano in Victoria. Rain filters down through the scoria creating pure, fresh mineral water. Somma is free from artificial colours and flavours, all natural, low in carbohydrates and contains no sugar.


- Brand Positioning
- Brand Story
- Brand Identity
- Packaging Design

Illustration by Muti

A new design for an iconic store
The Selfridges Selection is a range of confectionery sourced from British artisans. The packs feature quirky illustrations inspired by the product, and a die-cut window revealing the confectionery inside.

- Structural Design
- Brand Identity
- Packaging Design
- Brand Positioning

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Fashion never tasted so good

Made in London exclusively for Selfridges, The Edited Chocolate Selection is inspired by fashion - contemporary, confident and iconic.

- Structural Design
- Brand Identity
- Packaging Design
- Brand Positioning

Unearthing the fertile soils of South Australia

While digging the first dam on their property, the Taylors family unearthed tiny fossilised seahorses. This discovery confirmed the family’s belief in the promise of the land and its rich, fertile soils.

- Brand Refresh
- Brand Identity
- Packaging Design
- Brand Collateral
- Brand World

Designed at Denomination under the creative direction of Margaret Nolan

Illustration Catherine Abel

Celebrating the hard work of the Barossa’s early immigrants
When the first German immigrants arrived in the Barossa, they brought their culture, religion and work ethic; establishing vineyards and building a church to house their faith. However, the priests disagreed on most things. To stop their quarreling, two separate churches were built. The original preachers may not have seen eye to eye, but one thing we can all agree on is the Barossa’s reputation for growing world class wine.

- Brand Refresh
- Brand Positioning
- Brand Story
- Brand Identity
- Packaging Design

A new Marlborough Sauvignon Blanc creating waves in the Australian market

Squeezed between the mighty ocean and towering mountains, the magic of Marlborough lies in its magic combination of climate and soil. Ocean breezes temper hot sunny days and the cool mountain nights extend the ripening of vines like nowhere else on earth.

- Brand Positioning
- Brand Story
- Brand Identity
- Packaging Design

Adding value at a lower price point
This 5x distilled Vodka is inspired by the town of Volsk - a trading town on the muddy banks of the Volga River.

- Brand Refresh
- Brand Positioning
- Brand Story
- Brand Identity
- Packaging Design

How a waterlogged town become one of the finest wine producing regions in the world

During the great flood of 1868, livestock, furniture and even the Presbyterian Church were all carried away in the swirling waters of the Wairau River. But these floods weren’t all bad news. The swollen river also deposited pebbles and nutrients throughout the region creating stony, 
free-draining soil - the perfect terroir for Sauvignon Blanc grapes.

- Brand Positioning
- Brand Refresh
- Illustration
- Brand Story
- Brand Identity
- Packaging Design

Capturing the essence of Italy

Inspired by the beautiful handpainted signs that adorn the streets of Italy, this organic Pinot Grigio from Venezie incapsulates the craft and care of the wine making.

- Brand Identity
- Packaging Design

Designed at Denomination under the creative direction of Margaret Nolan

Disrupting the Rosé category

Pinot Noir grapes are harvested in the deepest night, to create this desirable Rosé with a dark edge.

- Brand Identity
- Packaging Design

Designed at Denomination under the creative direction of Margaret Nolan

Illustration Graham Evernden

Championing the soda revolution

Somersault Sodas are slow-brewed from organic ingredients in Melbourne. Bold contemporary patterns - paired with soft pastels - give the range maximum shelf presence.

- Illustration
- Brand Identity
- Packaging Design

Designed at Denomination under the creative direction of Margaret Nolan