Packaging & Brand Design
Group Design Director
Zuru New Zealand
Auckland
with Marx Design
A superior cocktail garnish brand featuring all-natural Australian dehydrated beverage garnishes, designed for fine drinking at home.
Gold: Brand Identity: DINZ Best Awards 2022
Silver: Packaging Design: DINZ Best Awards 2022
Distinction: Packaging Design: AGDA Awards 2023
with Zuru
Every aspect of the brand identity and packaging celebrates the uniquely weird and wonderful quirks of the pets we love. We photographed and retouched a full cast of cats and dogs, each expressing their unique personalities and ‘BONKERS’ moments. The pets, flavour, copy and treat illustrations all orbit around our logo that jumps off the pack. Our brand colour was chosen for distinctiveness and to cut through the ‘sea-of-same’ on the pet shelf. Also, what’s more fun than pink?
Finalist: Packaging: DINZ Best Awards 2023
Finalist: Colour: DINZ Best Awards 2023
Bronze: Pet Products: Pentawards 2023
with Marx Design
Wallaby is an Australian spring water brand with a simple belief that they can ‘do good, better.’ They are on a mission to cut wasteful plastic out of the bottled water business, and have committed 10% of their profits to wildlife, while they’re at it.
with Zuru
LAURA POLKO is a stylist-led haircare brand created to meet the rising demand for high-performance, design-forward solutions in the premium haircare category. As more consumers perform salon services at home and actively seek better-performing products, the brand emerged as an opportunity to bridge the gap between professional credibility and everyday beauty rituals.
This project redefined the brand through the lens of system-led design—prioritising clarity, cohesion, and scalability. Every element was crafted to work together, forming a unified, modern brand world. At the heart of the range are asymmetrical shampoo and conditioner bottles: sculptural in form yet purposeful in function. This dual-form approach enhances usability, allowing the bottles to nest seamlessly not only with each other but into standard shower caddies and compact storage areas—blending aesthetic value with real-world convenience.
Bronze: Packaging: DINZ Best Awards 2025
with Zuru
HABIT’s brand redesign was undertaken to enhance memorability and distinctiveness. The new HABIT name (shortened from Health by Habit), prominent 'H' emblem, and fun typography drive mental availability and shelf stand-out, while clearly highlighting product benefits. Bright, poppy colours and a premium combination of matte finishes and metallic foiling improve shelf appeal, particularly for the brand’s core demographic. The new packaging features a streamlined design with a child-proof cap, enhancing both value perception and safety.
With most vitamin and supplement purchases being made in-store, and customers often lacking prior research but valuing ingredient understanding, HABIT’s strong problem-solution approach and clear, simple packaging helps customers to make quick, informed decisions at shelf.
Finalist: Packaging: DINZ Best Awards 2024
with Zuru
True is a body and haircare brand for every body. Loved by everyone who uses it, the range includes floral formulas for the spring-time scent-lovers, woody notes your dad will enjoy, and dessert-inspired blends for kids that smell good enough to eat.
With subtle-but-full fragrances and gentle formulations, True will elevate and invigorate your daily showering experience and leave skin lightly scented. pH-balanced and containing only clean ingredients, our products are dermatologically tested, hypoallergenic and free from things like sulfates, phthalates and parabens—so they’re safe for the whole family.
with Marx Design
Almighty makes delicious drinks with organic produce. Since entering the market, they’ve built a loyal fanbase for their bottled blends of fruit and veg. With their ambition to broaden their range of drinks and launch into crowded supermarket shelves, they needed to be more than just a list of ingredients on a label.
They approached us to design a bespoke bottle to launch alongside a brand refresh including a new range of sparkling waters, and a bold brand icon that represents the power of organic goodness.
The bottle references the ridges of an old-school juicer, connecting the product to its down-to-earth origins and giving the brand a distinctive form on shelf.
Finalist: Packaging: DINZ Best Awards 2020
with Zuru
Goodlands addresses gaps in the pet food market by offering a brand that benefits pets, pockets, and the planet. Available exclusively at Walmart stores across the US, it sets a new standard with meat-first recipes developed by animal nutritionists that are crafted locally in the USA using sustainably sourced ingredients, no artificial additives, and complete ingredient traceability and batch testing transparency using industry-leading Smart Trace™ technology—all at an affordable price.
The vibrant green colour of Goodlands creates bold shelf disruption and presence, emphasising the brand's natural goodness. Additionally, the wordmark features a subtle wagging tail within the letterforms, adding a playful touch. The circular proposition of the brand is clearly depicted, uniting all these elements to illustrate the core values of Goodlands. Additionally, the Smart Trace™ panel and QR code are prominently positioned to highlight the brand's unique selling proposition, providing consumers with complete ingredient, supply chain and batch traceability.
Finalist: Packaging: DINZ Best Awards 2024
with Zuru
Business Litter sought to make the cat litter experience—dare we say it—enjoyable. Using humour, the brand cuts through the BS and connects with the emotional truth of cat parenthood— they’re the boss, and they know we know it. While other brands boast about absorbency and longevity and try to sell the idea of control, Business Litter acknowledges that it’s our cats who really are in charge and this idea is conveyed via the ‘Please the boss’ tagline.
Business Litter’s signature illustrated ‘boss’ cats and playful, frank brand voice reflects our cats' superior attitudes (they were worshipped in Egypt after all, and they’ll never let us forget it). The attention-grabbing colour palette uses contrasting hues and big typography to catch the eye of cat parents. This simple design approach allows the witty copy and the brand’s tongue-in-cheek tone to shine, fostering a deeper emotional connection with the audience and imbuing it with a sense of relatability and camaraderie that transcends mere product consumption.
Finalist: Packaging: DINZ Best Awards 2024
with Marx Design
Following on from the success of their Tonic and Soda ranges, StrangeLove saw the sparkling water category was in dire need of a good shake up. They engaged us to develop “Another drink by StrangeLove”, a range of sparkling waters destined for high end grocery, cafes and restaurants. Creating intrigue and a strong shelf presence were key, while retaining the StrangeLove challenger attitude. Inspired by the seemingly simple letter/number combination ‘H2O’, we began exploring this fascinating and complex chemical concoction.
Our exploration conjured up musty old periodic table charts from sixth form chemistry class; a timeless graphic icon which opened up opportunities to leap into new territory. We discovered a graphic parallel in ASCII code, which represents text characters in computers and other digital devices. The language of chemistry was akin to computer programming code and led us to investigate.
The imagery for the three products is made by multiple individual text characters forming a cohesive whole. An image of a pear, apple and drop of water emerge from the code, a homage to how coding creates imagery in computer graphics.