Branding
Through my creative agency roles, I’ve had a hand in shaping a number of beautiful brands. Below are some recent projects I’ve given some linguistic love to.
Bae Juice
Before Australia’s favourite new natural hangover cure had hit shelves in Australia, it landed at Hedgehog Agency’s doorstep where we were asked to bring the Bae Juice brand alive. As the Lead Copywriter, I was tasked with developing a brand voice that spoke to the target audience — folks who like to wet their whistle with a dozen or so glasses of the good stuff.
The brief? “Make it sound like Dane Swan.”
And so ‘Bae’ was born, evolving into a brand whose cheeky and dinky di voice allowed it to engage and relate with its online audiences seamlessly and authentically.
Check out the packaging, the website & the infographic.
Bunji Catering
Bunji—a proud Aboriginal catering company — was born in 2020 out of a determination to change current consumer perceptions of native cuisine and Indigenous businesses. Cyclone’s creative team were charged with putting a face to the brand.
As the lead copywriter on the job, I sought to carve out a voice that not only spoke to its native beginnings and strong connection to country, but also reinforced the perception of a fresh and modern brand that was meaningful, authentic and honest at every touchpoint.
The finished product is a cohesive brand identity that exists as a reflection of its founders’ proud past and community’s bright future.
Check out the website & the full Cyclone Creative project.
Revolver Lane
Gentrified, homogenous glass cubes with wine on tap are now the norm for Melbourne coworking spaces. The Hedgehog creative team sought to show workers all over Melbourne that there was an alternative to ‘the norm’ that not only bred innovation and productivity, but was quite simply, and quite proudly, weird — Revolver Lane.
Consequently, we bottled up the space’s rich history, eclectic decor and no-frills attitude and poured it into a new campaign—‘#WorkWeird’— which was born from the idea that status quo is an innovation killer. And weirdness? It gives birth to all sorts of genius.
The cherry on top was clenching the 2018 MADC Design Award where we were praised for our ‘crafting of the typography and brand personality’.
Check out the website, posters & resident ghost.
Ripley Town Centre
The Cyclone team was recently tasked with executing a brand refresh worthy of Australia’s largest masterplanned community — Ripley Town Centre.
Designed to inspire a new era of future-focused, sustainable living, our creative team got to work developing the branding to match. As the copy lead on the job, I sought to shape a brand that spoke to the everyday Aussie but at the same time inspired them to strive for the indulgent community life they deserved.
The final product was a new brand identity that spoke to both its architectural roots and harmonious relationship with the surrounding environment. It has also afforded the various sub-brands within the masterplan development a beautiful sense of clarity and cohesion, which was no mean feat for such a damn big brand.
Check out the full Cyclone Creative project.
Soul Burger
Soul Burger is Australia’s first and original plant-based burger joint. They approached Hedgehog to breathe some life into their branding, advertising and social media presence.
As the copy lead on the job, I carved out engagement-rich captions across all of their social media channels, penned copy for advertising collateral, and published blogs and EDMs in-line with their desire to establish themselves as a socially conscious brand.
This new series of multi-channel content gave Soul Burger the facelift they needed to appear as invested in engaging with their customers as they were in saving the world one sustainable plant-based patty at a time.
