Martin Cawood

Category: Images

  • Keep-it Candy Gummy Delights

    Making gummies delightful!

    Naming • Visual identity • Image editing

    The brief

    Develop a new brand identity and packaging design for an FMCG gummy sweet range targeting both children and adults. The range featured a mix of sour and classic gummies, requiring packaging that was both visually appealing and easy to navigate across flavour varieties.

    The project

    The first task was to refresh the logo design for the Keep-it Candy brand. The original logo lost clarity at smaller sizes, and its skewed layout made it difficult to adapt alongside future sub-brands.

    To address this, I simplified the design and placed it on a subtle arc for better balance. A vibrant raspberry-red replaced the original red, giving the logo a fresher and fruitier feel. Finally, I introduced a more approachable, playful typeface to unify the updated look and strengthen the brand’s identity.

    The next step was to create a design for the gummy range itself. Settling on “Gummy delights” I worked to develop a packaging style that brought clarity and strong shelf presence through bold use of colour, playful typography, and flavour cues.

  • OTL Customer acquisition flyer

    Switch. Save. Sell.

    Layout • Copywriting • Image editing

    The brief

    OTL required a flyer that served a dual purpose: reassuring new customers that choosing OTL was the right decision, while also acting as a leave-behind for those who did not place an order immediately, providing further encouragement and reminding them of the advantages OTL offers.

    The project

    Building on previous brand work for OTL, I recognised that customers often had several suppliers to choose from, many offering a similar range of products at comparable prices. To set OTL apart, I positioned the flyer around its service proposition, highlighting the clear benefits customers could expect when choosing OTL. I created the headline “Switch. Save. Sell.” as both a bold introduction to the flyer’s message and a subtle nod to the company’s tagline “Save time. Sell more.”

    I then structured the content into four main sections, each supported with concise, benefit-led copy. Following the brand style guide, I incorporated approachable portrait photography to convey the passion and expertise of OTL’s employees – two of the company’s core values – and used the brand’s colour palette to create a clean, easy to navigate layout.

  • PureBreed Mischief Cat Treats

    Delicious treats for mischievous cats

    Naming • Visual identity • Image editing

    The brief

    Develop a new brand identity and packaging design for an FMCG range of cat treats under the brand PureBreed. The range was made up of three flavours and accompanying shelf ready packaging.

    The project

    Research showed the need for a fresh, playful sub-brand, leading to the name “Mischief”, capturing cats’ cheeky energy. I also created the product descriptor “Munchlets”, a fun, ownable term for small, snackable treats—together forming the foundation of the range.

    I led visual identity and packaging design across three flavours, balancing bold shelf presence with charm. Large playful typography, a peeking cat, and vibrant accents built instant recognition, while illustrations highlighted the crunchy-soft texture and clear benefits: natural ingredients, low calorie, and soft-centred.

    To support sell-in, I produced high-quality 3D pack renders in Adobe Dimension, helping secure UK and European retail listings before stock landed.