Images Archives : Martin Cawood

Category: Images

Develop a new brand identity and pack design for a range of cat treats.

Overview

Research showed the need for a fresh, playful sub-brand, leading to the name “Mischief”, capturing cats’ cheeky energy. I then began to investigate pack designs and created the product names “Munchlets” and “Lickalots” – two fun, ownable names in keeping with the theme for the sub-brand.

I led visual identity and packaging design across three flavours for each product, balancing bold shelf presence with charm. Large playful typography, imagery of a cat, and vibrant accents built instant recognition, while illustrations communicated the textures of the products.

To support sell-in, I produced high-quality 3D pack renders in Adobe Dimension, helping secure UK and European retail listings before stock landed.
Develop a new brand identity and packaging design for a range of gummy sweets.

Overview

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.
Create a new brand for a moisture absorbing cleaning cloth and sponge.

Overview

Amid the rise of “cleanfluencers” and the widely recognised Mrs Hinch effect in 2020, I was part of the team that launched Spunj – an ultra-absorbent cleaning brand designed to stand out in a crowded household category.

The core product was a highly absorbent PVA sponge capable of holding up to eight times its weight in water, combining strong performance with everyday practicality.

Working closely with the Marketing Executive and an external marketing consultant, I helped develop a comprehensive brand book for Spunj. This became a key foundation for the brand, ensuring consistency across all touchpoints – including social media, PR, retail presentations and pitch decks.

Following the finalisation of the brand guidelines, I designed the packaging artwork, translating the brand’s tone into a playful and engaging visual style. Each product variant maintained a cohesive identity while clearly communicating its key features and benefits.

Alongside the brand and packaging work, I photographed and edited marketing imagery used across social media, point-of-sale materials and trade decks, helping establish a consistent visual style for the brand.
As a result, the launch of spunj delivered strong commercial and brand results:

1.3 million units sold

15,000 Instagram followers

Finalist – Grocer New Product Awards

Retail listings in B&M, The Range, Morrisons, Aldi and Savers

Featured on TV on This Morning
A packaging refresh to modernise a women’s hair dye range and strengthen its appeal in a competitive FMCG market.

Overview

The Glamorize women’s hair dye range needed a refresh to bring it up to date and make it more relevant to today’s consumers. Previously, all six shades were shown using the same model with digitally altered hair, which limited authenticity and connection with the audience.

In the redesign, I introduced a wider selection of stock photography so that each shade featured a different model. This added inclusivity, diversity, and a stronger sense of realism to the brand.

Alongside the creative updates, I worked closely with the buyer and QA manager to ensure the new packaging met strict labelling and compliance requirements.

The final result was a modernised, consumer-friendly range that boosted on-shelf appeal, strengthened brand identity, and made the product easier and more engaging for customers to choose.
A dual function mailer to assure new customers that they chose the right supplier, whilst also acting as a leave-behind for those who did not place an order immediately.

Overview

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.

Category: Images

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