Mulino

Brand guidelines
Brand identity
Brand positioning
Brand world
Packaging
Tone of voice
Web Design

Maestri della Pasta

Mulino produces traditional pasta using ancient wheat varieties, stone milling and specialist bronze dies, a meticulous craft process rarely seen in modern production. Inspired by the traditions of Gragnano, widely regarded as the home of pasta, Mulino is a triumph of man working in harmony with the land.

We were asked to evolve the brand, introducing a new identity and packaging range ready for launch into the finest delicatessens and restaurants.

Illustrated artisans sit at the heart of the brand identity. They are a symbol of meticulous attention to detail at every stage. Mulino transforms precious wheat into the world’s finest pasta.

The result is a brand identity defined by the same principles as the pasta itself.

Expertise and craft without compromise.

96 Degrees

Brand creation
Brand identity
Brand positioning
Naming
Packaging

Pursuing perfection.

No one knows more about tea than the 96 Degrees team. From a family who spent decades in the tea business, the diminished standards of today’s tea market weren’t living up to expectations. On a mission to share their love of tea and make high quality available for all, they took matters into their own hands.

Passionate about perfection, they pursue the best growing conditions, source the finest ingredients and ensure the freshest flavour preservation.

Inspired by their unstoppable obsession for detail, we created a name that captures the ideal brewing temperature, from which bespoke illustrations unfurl; releasing the unique flavours and abundant characteristics of each beautiful tea experience. Perfection indeed.

Straight from launch in 2024, they secured listings in Coles and other major Australian retailers. Coming to the UK and other markets soon. Best get the kettle on…

Beyond Sport

Activation
Brand guidelines
Brand identity
Brand positioning
Brand world
Tone of voice

Transforming, Amplifying and Going Beyond.

Beyond Sport is a global foundation that harnesses the power of sport to impact the most critical issues around the world, transforming the lives of those in need. After 16 years they needed to breathe new life into the brand and clarify their message.

Our re-positioning shifted them into a more optimistic space, focusing on reaching further and celebrating the potential of people. The refreshed identity sheds its cold, corporate feel and now brings momentum, pride, and a drive for progress for everyone connected to Beyond Sport. The identity features an extruding ‘B’ mark, creating a sense of forward motion. It reflects the brand’s drive for progress and ambition to push beyond.

The foundation now collaborates with major partners such as the NBA, ESPN, Comic Relief, and Sport England, extending its global impact even further.

The rebrand has already unlocked funding opportunities and inspired new collaborations, enabling the foundation to help more people than ever before.

Aagrah

Brand guidelines
Brand identity
Packaging
Repositioning
Tone of voice

Proppa’ Indian dishes, perfected in Bradford.

Aagrah’s founder, Mohammed Sabir, moved to the UK as a teenager. His first foray into food was selling kebabs from a cart in Bradford City Centre. Appetite for his flavours quickly grew and he opened his first restaurant in 1977. Over time, one restaurant became seven and in 2011 the family started selling their much-loved home-style cooking pastes to a small but loyal customer base.

Fast forward to 2024 and we needed to take Aagrah to the next level, helping them launch into major supermarkets. Early conversations with Tesco had shown the brand was holding them back. Like much of the category, it looked old-fashioned and recessive. A significant revamp was needed in order to secure listings.

Introducing Lulu – the elephant! Running, leaping, juggling her way across the range, she bursts off the shelf and tells a different story to the mainstream brands. We introduced single-minded colour-blocking and a full-on, confident simplicity reminiscent of old Indian stamps. The vibrant brand world, combined with a playful tone of voice allows the brand, like Lulu, to bound joyfully between its origins in Kashmir and Bradford.

From launch in early 2024, the new design has already helped secure listings for 18 products in 364 Tesco stores nationwide.

Act of Treason

Brand creation
Brand guidelines
Brand identity
Brand positioning
Brand world
Digital
Packaging

Raised down under.

Act of Treason is Australia’s first ~~Tequila~~ Agave Spirit. Supported by the Australian Agriculture Board, 600,000 Blue Webber Agave pups were uprooted from Mexico and replanted on the doorstep of the Great Barrier Reef. A mirror image of Mexican growing conditions but with an unmistakably Aussie approach, the purpose-built farm and distillery has a crystal clear ethos: focus on progress and innovation, without the burden of tradition and rules. It’s now home to new generation plants, abundant wildlife and a pioneering approach to farming and caring for their land, waterways and Coral Sea.

Starting from scratch, this industry outsider needed to hold its own in a well established and rigorously controlled international arena. There was no point shying away from the story of how the plants came to be in Australia.

So going full-force with its rebellious spirit; we recreated the triumphant lifting of the plant for its core identity, with a hand crafted linocut to echo the rough terrain. Supported by an impactful brand world and layers of detail, the name says it all, and the no-nonsense tone-of-voice shows this brand means business.

Just 4 months since launch, Act of Treason completed a clean sweep of Gold medals at the 3 most prestigious international spirits competitions and was named the World’s Best Speciality Spirit.

Golden Kings – Coming Soon

Brand identity
Livery
Packaging

Flipper Taps

Brand creation
Brand guidelines
Brand identity
Brand world
Digital
Naming

Not your ordinary tap.

There’s a whole new world of choice emerging for kitchens. Introducing a new-to-market 5-in-1 tap offering hot, cold, filtered, sparkling and boiling water, with the luxurious option of being able to match to the rest of your chosen kitchen finishes.

We needed to communicate all the practical benefits of the category to reassure customers this was a credible alternative to established brands, but enable it to stand apart as a more desirable choice. Whilst most competitors focus on function, we wanted to elevate Flipper by showcasing both its form and function.

We created a name and identity that celebrates its ability to effortlessly flip between everything you could want from a tap. The identity heroes our ‘f’ icon combined with the ‘+’ mark to suggest there’s more to this brand. The wider brand world reinforces the brand’s versatility and goes beyond functional tick-boxing, to position Flipper as a multi-functional masterpiece.

Nice Rice

Brand creation
Brand guidelines
Brand identity
Brand world
Packaging

*It’s rice, done better.

Rice produces the highest global greenhouse gas emissions of any food after beef, and uses 40% of the world’s freshwater resources. These mind-blowing facts come as a shock to most consumers who are blissfully unaware of the impact of the beautiful paddy-field scenes, so often depicted.

The team behind Nice Rice discovered a new sustainable farming method that cuts emissions by 49%, saves over 3,000 litres of water per kilo of rice grown and helps farming communities out of poverty. No other UK brands are grown this way.

The momentous task was to shake-up the category and educate consumers in an industry dominated by the big players for decades.

Creating the brand from scratch, we used a stripped-back colour palette to cut through and signal a clear alternative. The rice asterisk identity becomes the integral tool for inviting people to find out more, supported by clear messaging and illustrations on pack and the wider brand world.

From launch in 2023 Nice Rice is now in 250 Waitrose stores, more than 100 independent UK retailers and listed on ocado.com, and winner of inaugural FUTURE OF FOOD competition 2024.

Mulino

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96 Degrees

Beyond Sport

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Aagrah

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Act of Treason

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Golden Kings – Coming Soon

Flipper Taps

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Nice Rice

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