They say a change is as good as a holiday, and that’s exactly what The Beauty Lane needed. The business was relaunched with a fresh new corporate identity (and name) to reinvigorate the existing client base and also attract new business to the salon, located in Melbourne’s outer-east. This relaunch required a full suite of new marketing collateral — including business/appointment cards, flyers, price lists, gift vouchers and a fully responsive website.

Working closely with Tupperware’s marketing and product teams, I took this bi-annual product catalogue from initial pagination and concepts right through to final production. Dark shadows and dramatic lighting combined with rustic props and surfaces helped create a very moody feel for the Autumn/Winter release. 

Tupperware presented a unique challenge — it was a historic and well-established company that had never been properly ‘branded’. The bright and vibrant colour palette and graphic language reflects the product range itself and brings consistency to the company’s vast number of communications. This visual language was applied to brochures, catalogues, flyers, stationery, promotional items, packaging, digital communications and fleet signage.

Startup businesses who see the value in a professionally-crafted logo are setting the tone for the success of their brand. Those who opt to create their own using Microsoft Paint clearly don’t wish to be taken seriously. Here are a few of the smart ones…

Tradies are a rugged, grungy and robust demographic — Milwaukee Powertools required a design aesthetic to match. This look and feel was applied to a vast range of collateral, including product manuals, promotional brochures, flyers, posters, direct mailers and training materials.

Tupperware’s Spring/Summer launch is a highly anticipated event amongst its loyal base of salesforce and consumers. The look and feel needed to herald the arrival of the warmer months and create some real visual excitement. Solid colour blocks, harsh lighting and a very graphic approach creates a fun and warm vibe throughout the catalogue.

Practice & Preach is an emerging surf and streetwear brand born in the eastern suburbs of Melbourne. They wanted a minimal, ultra-clean and modern logo, one that would have impact across not only their marketing collateral but also the clothing range itself. A strong, standalone icon formed the basis of their corporate identity.

That’s quite a nice package design you’ve got there! Here’s a few of my own, along with their custom-designed identities. 

As a direct-seller with absolutely no above-the-line marketing, Tupperware’s seasonal product catalogue is its most crucial piece of communication. I was responsible for liaising with the marketing and product teams and taking the catalogue from initial pagination and concepts right through to final execution. This included design development, art direction, styling assistance and pre-press.

This collection of images is a combination of client work and my own Photoshop tomfoolery.  

Part of Tupperware’s mission was to shift its perception as a daggy plastic storage provider to that of a fully-fledged culinary company. A vast number of communications were developed to support their cooking and food preparation products. These included recipe cards, cookbooks, calendars, flyers and online recipes — all requiring full design development, art direction and assistance with food and recipe styling during photography.

In a world gone digital it can sometimes pay to invest in something a little more tangible — a unique and memorable business card or well-crafted letterhead still has a place in any brand's visual arsenal.

El Toro Creative was a beast of my own making and the first foray I made into the world of freelance design. The branding was applied to a full stationery set, digital documents such as quotes and invoices and a wordpress website.

Tupperware’s biannual catalogue is always a tricky balance of showcasing its product range along with recruitment messaging and promotional recipes. I worked with the marketing and product teams and took the catalogue from initial pagination and concepts right through to final execution. This included design development, art direction, photography styling assistance and pre-press.

Heinz required a creative and eye-catching way to house its products across Woolworths, Coles and IGA stores throughout Australia. Working collaboratively with a team of industrial designers, these point-of-sale displays were developed to showcase their latest soup range. These products were supported by a range of printed pieces and showcased at the annual IGA Expo event.

McCormick Foods invest heavily in supporting their product ranges with printed collateral such as recipe cards, point-of-sale displays, flyers, exhibition displays, press ads and much more. I provided design support to them across all these communications for a number of years.

Operating throughout Victoria for over 30 years, Envirolink Earthworks is a civil constructions company specialising in excavations and earthmoving. Their growing fleet of vehicles and machinery needed to be tied together with an appealing and consistent suite of vehicle livery. The distinctive ‘E’ from their logo was the key element in their fleet signage and billboard design.