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…

Science Only

Brand creation
Brand guidelines
Brand positioning
Brand strategy
Brand world
Digital
Naming
Packaging

Science Only is a new supplements brand launching in the US, with a difference.

No additives, fillers or unproven claims, this is a brand obsessed with transparency, research and results.

In a market bursting with pretence and influencer fads, we needed to cut through with a matter of fact positioning to reach those who value science over trends.

We focused on the brand’s commitment to purity, transparency & efficacy, with a name that reflects its research-driven approach, supported by a clear and direct tagline “Facts only. Science Only’; and a tone of voice that stands it apart as the anti-dote to marketing fluff.

The identity is inspired by the iconic simplicity of the capsule form, and the no-nonsense brand world brings to life a clean, stripped-back aesthetic that celebrates the good stuff, only.

Grainshaker

Brand optimisation
Innovation
Packaging

No ordinary vodka.

Topshelf International needed to strengthen the impact of Grainshaker – the brand that breaks the mould of cold, pretentious vodka – to premiumise and open the door for innovation.

Building on the trail-blazing attitude of our emu-riding farmers, we cleaned up the brand to pack more of a punch on shelf. Leaning into a nostalgic, authentic Aussie vibe we crafted superior quality with layers of detail inspired by the hand-made distilling process.

The upgraded identity unlocked opportunities, allowing the brand to storm into new RTD territories. Continuing to challenge the norms and celebrate the Aussie way of life, this was never going to be just another ordinary vodka.

Grainshaker has become Australia’s most prestigiously awarded vodka, named ISWC’s 2024 International Vodka Producer of the Year.

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.

Rollover

Activation
Brand development
Brand guardianship
Brand voice
Brand world
Innovation
Packaging

Hot Stuff!

Rollover is the UK’s leading hotdog brand, selling over 30 million a year. Game-changing innovation is now setting the business up for a hot food-to-go revolution, taking the range way beyond hotdogs to a 20+ product portfolio. From cinemas to sports stadiums, major retailers and iconic landmarks, every touchpoint across more than 3,500 outlets needed an upgraded identity to improve brand recognition and showcase its expanding range.

Amplifying their maximum-fun attitude, we re-energised the brand with playful flexibility and character. New assets and a cheekily spontaneous brand voice holds everything together making the brand the go-to, hot-to-go choice, whether settling into a movie at Cineworld, pausing between rides at Legoland,
or re-fuelling at the top of Mount Snowdon.

Zelman Meats

Art direction
Guidelines
Identity
Logo
Packaging

Cutting through.

Zelman Meats specialises in offering the finest steak cuts from around the world. Founder Misha Zelman envisioned a modern steakhouse where diners could fully indulge their carnivorous cravings. A destination for those with a real love for exceptional meat.

Our task was to design a logo and icon that could be easily adapted across multiple restaurant applications. It needed to be a bold, concise representation of the brand that worked equally well as a large neon sign or a small detail on a receipt.

We created a brutally sharp and simple logo: two steak knives arranged to create the letter ‘Z’ through their negative space. A sharp summary of the restaurant’s menu and proposition.

Today, Zelman Meats is recognised as London’s premier steak-sharing restaurant, setting new standards for the modern steakhouse experience.

Hendel & Hendel – Coming Soon

Campaign
Identity
Naming
Packaging

Bringing Furniture to Life

Itatias am at endis venihitae eos as dolorro minis voluptatus as qui repero esendel iquatio. Nam faceaque magnimp osaerit erecerrovita sunt invenihilit.

OX Tools

Activation
Brand development
Brand guardianship
Brand voice
Brand world
Innovation
Packaging
Sustainability

Unleashing the power and potential of a global tool brand.

OX is not a brand for home improvers. It’s a specialist brand for serious trade professionals who know exactly what they need for the job, and expect the highest quality from their tools: Strength, longevity and innovation.

But with no brand consistency, purchases were driven by product not brand loyalty. The identity wasn’t delivering the potential of its near 300 strong range and growth was stifled.

Strengthening core assets, we stripped away the unnecessary, heroed the OX logo and created a simplified packaging hierarchy to help range navigation.

Achieving a significant reduction in plastic, we rolled out the brand across all materials and messaging globally.

Since launch revenue has grown over 20%, and OX continues to be one of the fastest growing hand tool brands in the world.