A brand the buyer backs and a pack the shelf sells.
Identity, packaging design and rebrands built for the retail shelf, not just the feed. We have rebranded and repackaged brands that now sit in the majors, including Dr Pickles and our own Australian Glow. Design that reads at arm's length, survives the planogram and still passes compliance.
The rebrands, shown.
Real identity and packaging work for brands now ranged in the majors. Before, on the left. After, on the right.
Australian Glow
Identity and packaging rebrand. Now ranged at Priceline and Big W. Our founder's brand, disclosed on our register of interests.
Dr Pickles
Identity and packaging rebrand. On shelf at Coles and Woolworths. Client work, shown with the brand's consent.
Australian Glow is our founder's brand, listed on our register of interests. Dr Pickles is a client, shown with the brand's written consent. We will walk you through either rebrand, before and after, in a meeting.
The problem
A pack that wins on a phone screen can die on a shelf. Online, the shopper is already on your product page, one tap from the buy button, reading whatever copy you like. In the aisle your pack has half a second, at arm's length, under fluorescent light, with ten competitors either side, to say what it is, who it is for and why it beats the pack next to it. Retail branding is a different discipline from ecommerce branding, and most DTC packs were never designed for it.
The full picture
The stakes are higher than taste. The buyer reads your pack as a proxy for whether your brand can hold a facing: a pack that looks amateur beside the category leader is a reason to say no before the numbers are even discussed. And a rebrand at the wrong moment is an expensive own goal, stranding a warehouse of old stock and confusing the customers you already have.
Design, packaging and compliance also tend to be run by three people who never speak, so the beautiful pack fails the Food Standards Code, or the compliant pack looks like a spreadsheet. We run them as one job, because the pack has to be on-brand and rangeable, not one or the other.
Who this is for
- DTC brands whose identity and packaging were built for a website and now have to compete on a physical shelf.
- Brands entering the majors for the first time that need a pack designed to the category planogram and the retailer's pack guide, not just the brand book.
- Established brands whose look has aged out of the category and need a considered rebrand, timed so existing stock is not written off.
- Founders who want brand, packaging design and compliance handled by one team that understands the shelf, so the three do not fight each other.
What we do
- 01
Brand identity and positioning for the shelf: name, logo, colour and hierarchy that read at arm's length in a busy bay.
- 02
Packaging and structural design built to the category planogram and your target retailer's pack guide, tested at shelf distance.
- 03
Full rebrands and range refreshes, sequenced so the new look lands without stranding existing stock.
- 04
Design and compliance run together, so the artwork that leaves us is on-brand and passes the Food Standards Code and the retailer's pack guide.
- 05
A range architecture that holds as you add lines, so the next SKU stays on system instead of needing its own redesign.
- 06
Print-ready artwork and a brand asset kit handed over, so your printer and your team can run it without us.
Australian Glow, the founder's brand. Campaign imagery.
The numbers first. Then the shelf.
Deliverables
- A brand and packaging direction, presented as options with the retail rationale for each, not just a mood board.
- Final identity and packaging design: logo, colourway, typography and the pack system across your range.
- Print-ready artwork files for every SKU, built to the retailer's pack guide and checked against the compliance register.
- A range architecture that holds as you add lines, documented so future SKUs stay on system.
- A rollout and stock transition plan where a rebrand touches existing inventory, timed to run-out dates.
- A brand asset kit: the files, the rules and the specs your team and printer need to run it without us.
How it is bought
A fixed fee on your scope sheet, priced by range size and depth of work
- From a single pack refresh to a full rebrand, scoped before you sign.
- Compliance runs alongside the design, so the pack is retail-ready, not just good-looking.
- Where a claim needs a food-labelling lawyer or a therapeutic goods specialist, we bring one in rather than guessing.
- Australian Glow is our founder's brand, disclosed on our register of interests; client work is shown with written consent.
If a number is not on the pricing page or your scope sheet, you do not pay it.
The full terms, in prose
Branding and packaging is scoped as a fixed fee on your scope sheet, priced by the size of your range and the depth of the work, from a single pack refresh to a full rebrand, agreed before you sign. Compliance runs alongside the design so the pack that leaves us is retail-ready, not just good-looking, and where a claim needs a food-labelling lawyer or a therapeutic goods specialist we say so and bring one in. If a number is not on the pricing page or your scope sheet, you do not pay it. One honest note on the proof: Australian Glow is our founder's brand, disclosed on our register of interests, and client work such as Dr Pickles is shown with the brand's written consent.
The process
- 01
The shelf brief
We start where the pack will live: your category bay, your target retailer's pack guide, the competitors either side of you, and the half-second decision a shopper makes scanning the shelf.
- 02
Direction
Design directions presented with the retail reasoning for each, not a mood board. You choose the route before any pack is finished.
- 03
Design and compliance together
Identity and packaging designed to the planogram, with labelling and barcodes checked against the Food Standards Code and the pack guide as the artwork is built, not after.
- 04
Artwork and range architecture
Print-ready files for every SKU on a system that holds, so the next line extension stays on-brand without a redesign.
- 05
Rollout
Where a rebrand touches existing stock, a transition plan timed to run-out dates, so the new look lands without binning inventory.
Questions founders ask
Do you actually design, or just art-direct?
We design. Identity, packaging and the full artwork, taken to print-ready files. Where a specialist is better for one piece, a structural packaging engineer or a photographer, we bring them in and manage them rather than pretending the skill is in-house.
Can you rebrand a product that is already on shelf?
Yes, and the timing matters more than the design. A rebrand that strands a warehouse of old packs is an expensive own goal. We sequence the change against your sales rate and run-out dates so the new look lands as the old stock sells through, and we coordinate the retailer's artwork change process so the shelf is never caught between two looks.
Will the new pack still pass compliance?
That is the point of running design and compliance together. The Food Standards Code, country-of-origin marking, trade measurement and your retailer's pack guide are built into the artwork as it is designed, not bolted on after, so the pack that leaves us is on-brand and rangeable. Our Compliance service handles that layer on packs we did not design too.
What have you actually rebranded?
Dr Pickles and our own Australian Glow among them, both now ranged in major Australian retailers. Australian Glow is our founder's brand and sits on our register of interests; client work is shown with the brand's written consent, and we will walk you through the before and after in a meeting.
The next step
Send your current pack and your target retailer, and we will show you what a shelf-ready version looks like.
Send your pack and target retailerThe form is at the bottom of this page and lands straight in our inbox.
Ready to find out whether your brand is built for retail?
Start with a focused conversation about your category, commercial model and target retailers. We will tell you what is ready, what is missing and whether we are the right partner.
No generic sales pitch. A practical first conversation about your retail opportunity, and a reply within two business days.
