Fruit breaking clear
In the highly competitive market of ‘100% spreadable fruit’ jam—with many labels displaying group fruit photographs, this line of SPC packaging was created to spotlight the fruit itself. Positioned on a white background to make it stand out on the shelf, each piece of fruit breaks clear of the label confines.
The initial design, seen here, and eventual artwork was produced using Adobe Photoshop and Illustrator.
Following Burgundy styling
Sutherlands Creek, the winery for Rowsley Fault Vineyards, north of Geelong, required packaging roll-out component as part of their new corporate identity and launch literature for their wines.
The logo, a bridge over a creek—that seems to be a corkscrew—epitomises their two vineyards, Russells Bridge and Sutherlands Creek.
The packaging, kept simple, was based along the labelling styles of the Burgundy region in France and included ai1879 map of the Geelong.
The carton, keeping it economical, had to be generic—hence, having an outlined box at one end so that each wine’s label could be attached, signifying the carton’s contents. On the corresponding end, there are three symbols displaying optimum storage conditions.
Low to premium
Adding to their initial wine branding, Rowsley Fault Vineyards required wine packaging for their low cost wines and premium wine.
The packaging visuals, seen here, show the direction each took. For the low end wine, local features—Lowndes and Russells Bridges—were used for the brand names and images of minute sea shells found throughout the vineyard were ghosted as a backing on the labels—that, rather than being two individual labels, is one that wraps around the bottle.
The proposed name for the premium wine was Aduentus—a Latin name meaning arrival—arrival of the grapes from the vineyard, arrival of the aromas and developing palate with each sampling, etc.
On the capsule, Rowsley Fault is interspersed with arrival in the languages of other wine growing regions of the world… Rowsley Fault Aduentus Rowsley Fault Ilegada Rowsley Fault Arrivée Rowsley Fault Arrivo…
An upside-down pear
Sovereign Brewery produce pure malt beer for the boutique beer market.
The packaging of three different beers was created using only one colour plus the ‘gold of sovereignty’ to show each beer’s individuality, yet similarity in style.
The shape of the label is quite different—an upside-down pear—with a Queen Victoria sovereign at the base and rising barley ears forming the borders.
Breaking free, creating overlap
For the Tree & Shrub Growers of Victoria, ‘Plant of the Year’ labelling—tags and pot spikes—is created with each background colouring changing to enhance each plant—as above, red, and yellow.
Giving the labelling great punch, the featured shrub’s flowers and leaves were photoshopped to always break free of their area and overlap onto the title scrolls. Seen here is the tag for Oenothera fruticosa 'African Sun'.
Catching the light at the right angle
Total Tools (Imports), the franchised trade tool company, is constantly updating their packaging for various divisions of the company.
For the TTI brand, the red / yellow branding is now replaced with red / black and given a make-over with aimore industrial feel including a perforated metallic pattern.
Utilising the style guide, existing imagery has been retouched to take on the new brand and various packaging solutions have been realised—from wraparound sleeves, boxes, double-sided inserts and labels for generic packaging.
One essential criteria of the artwork is the assurance that the perforated metallic pattern and shadows are set at the right angle so that it appears—when folded—to have the light falling correctly from top to bottom.
Ensuring the packaged tool product arrives in pristine condition at Total Tools from the manufacturer in China, they are housed in packaging shippers—strong outer cardboard cartons.
Seen here is the shipper for a Saber product. The beige cardboard colour is not printed but aids in artwork set-up as one of the printed colours is white and this must be differentiated from the blank base ‘colour’.
Furthermore, to stress that the ‘white’ is noted as a printed ‘colour’ it is set in the artwork in both English and Chinese script, as seen above.
From serious to DIY
Total Tools have various company brands that are aimed at different markets—be it for the high-end serious ‘Tradie’ or the DIY weekend worker.
Seen here is the packaging artwork for various brands—for instance, an Iron Air sleeve that wraps around the product case. Cheaper Mastercraft products are housed in generic packaging with a label, as shown top right, adhered to the front.
For a TTI torque wrench, bottom right, the style guide branding guidelines had to be ‘massaged’—accounting for the lack of sizeable print space on the (black) front.
Fast moving consumer goods
Working for various freelance agencies has allowed for artwork assignments creating and updating FMCG packaging.
The artwork has involved working from designer files, making a concept fit a specific knife/die-line, changing colours and imagery for a new product in a particular range, and updating current product.
Shown here is some of the artwork.