Food & Drink Branding.

Doritos wanted to energise its global presence and connect with a new generation, but its brand had become disjointed across markets, with inconsistent expression and little resonance with its core audience. We were briefed to create a harmonised brand system that could flex globally while staying relevant locally. Most importantly, it had to feel like it belonged in young people’s worlds.

We travelled to eight countries, meeting the target audience in their own contexts. Through immersive workshops and visual research, we decoded their cultural cues, graphic preferences and behaviours. The brand strategy – “Ignite You, We want to light the fire in the bellies of those who want to push limits” – captured a sense of personal energy, optimism and irreverence. We built a system where the Doritos triangle became both a flavour cue and a dynamic play icon, encouraging people to press play on life. The packaging was just the final piece of the puzzle, with insight and strategy work making up the bulk of the project.

Originally born from a zero-waste mindset – using leftover lemons from the Wolfe Bros gin distillation process – the first lemoncello had no real route to market beyond bar tenders and mixologists. With the introduction of orancello, the team wanted a full brand identity rethink that could open up new opportunities while staying true to its Leeds roots.

We audited the category and found a sea of faux-Italian clichés. Instead, we created a fresh identity that nodded to Mediterranean flavours and al fresco energy without pretending to be Italian. Even the naming shifted from limoncello to lemoncello (and orancello) – a small but intentional move to reflect its Yorkshire origin. Colours reference coastal summer skies, while abstract graphics subtly evoke citrus slices, waves, and cocktail glasses. While design elements echo Wolfe Bros, the Cellos range was built to stand alone – allowing bar owners to stock multiple SKUs from the same maker without it feeling like duplication.

Asda asked us to rethink its Opening Price Point (OPP) range, which took a lot more than a design update. It required us to reframe how value looks and feels and, with that, the challenge was twofold. We needed to differentiate Just Essentials clearly from mid-tier lines, and remove the shame often associated with budget buying – especially during a cost-of-living crisis.

We built a brand that was proud to show up. Rejecting the usual blank-white minimalism, we created a bold yellow identity that radiates optimism. The ASDA logo was placed prominently on pack in a signal of ownership and confidence. Every decision was made to show that great value doesn’t have to hide.

Fairfields Farm had built a loyal following for its hand-cooked crisps – grown, cooked and packed on its family farm. As demand grew, so did ambition. They needed an identity that could reflect their sustainability story and homegrown values, while helping them stand apart in more considered settings like cafés, farm shops and delis.

We retained the brand’s recognisable white arch but updated everything around it. A new logo and in-house illustration brought warmth and craft to the pack, heroing the real farm behind the brand. From carbon-neutral farming to batch cooking on-site, we used quiet storytelling to elevate the claims competitors can’t match.