Logo Archives : Martin Cawood

Category: Logo

Bloome Wellness

Aromatherapy at Home

Logo design • Visual identity • Video Editing

The brief

Bloome, an established FMCG air freshener and candle brand, was expanding its offering with a new mist diffuser that marked a shift in the brand’s usual price point – moving from predominantly £1 items to a higher value £8 segment.

The key challenge was differentiation, whilst most competitors focused on integrated LEDs or run-time, but we wanted to highlight wellbeing and lifestyle benefits. The diffuser needed to feel aspirational, provide tangible value and call out our dual fragrance oils, whilst feeling like it could fit seamlessly into a user’s home and daily routine.

The project

To bring the Bloome mist diffuser to life, I created artwork that positioned the product within a more considered, wellbeing-led space for the range.

The visual direction focused on calm, lifestyle integration, and a sense of ease, expressed through a soft colour palette and watercolour accents tied to each fragrance. This approach helped establish a serene tone and distinguished the product from competitors who largely prioritised functional features and technical aspects.

The QR code on pack directs users to a product video, extending the retail experience beyond the shelf and creating a more immersive connection with the brand. To produce this, I generated 3D renders from Illustrator models, refined them in Adobe Dimension, and then brought everything into After Effects. There, I combined animation with stock footage, voiceover, and text overlays to communicate the product’s wellbeing-led positioning – all while working within the brand’s budget constraints.

The result was a promotional video that elevated the product above its competitors, clearly expressed its wellness benefits, and helped the Bloome brand transition confidently into a higher-value area of the market.

In addition to the packaging and product visuals, I oversaw the creation of AI-enhanced multimedia assets to support the Bloome sales team when presenting to distribution partners. To stay within budget, photography of the Wellness Pod was captured in-house and then elevated using AI image and video generation. This allowed us to produce polished lifestyle visuals that demonstrated how the product could integrate naturally into a user’s home, conveying its aspirational feel without relying on costly external shoots.
Buzz Household Cleaning

‘Join the Cleaning Buzz’

Naming • Logo design • Visual identity

The brief

I was asked to create a new FMCG cleaning brand that would stand out in a crowded market and connect with the growing social media cleaning trend. The visual identity needed to be modern, approachable, and engaging, with a strong social-first feel that would appeal to trend-conscious consumers while supporting a wide product range.

The project

Join the Cleaning Buzz was developed as a fresh, on-trend FMCG brand that would provide branded alternatives within the discount market, whilst being designed to make cleaning feel fun, quick, and engaging. The mission was to build a brand that tapped into the energy of social media cleaning communities while keeping customers connected to the latest trends and product innovations.

I developed the name ‘Join the Cleaning Buzz’ to tap in to the growing social element within cleaning and created a visual identity to reflect this dynamic approach. A speech bubble element was incorporated into the logo, symbolising the inclusivity of the cleaning community and their passion for sharing hacks an ideas.

From Anti-Bac Wipes to textured Microfibre Cloths, the visual identity was crafted to flex across a wide product range, ensuring consistency while keeping the personality bold and engaging. In order to reinforce the dynamic aspects of the brand I also generated an animated version of the brand logo for use online.

The result was a vibrant, trend-driven identity that positioned Join the Cleaning Buzz as a must-have FMCG brand within the discount cleaning aisle.
Golden Sunrise Noodles

Noodle Packs

Logo design • Visual identity

The brief

Golden Sunrise required new packaging for its instant noodle range that would feel modern, authentic, and visually impactful on shelf. The design needed to align with the wider Golden Sunrise brand while creating a unique identity for the noodle line.

The project

The Golden Sunrise Instant Noodles range was developed to create a bold shelf presence while staying true to the brand’s wider identity. The aim was to balance a modern, accessible and everyday look with subtle nods towards traditional Chinese cuisine.

Each flavour was distinguished through a vibrant, appetising colour palette, supported by consistent typography and layout for strong brand recognition. Subtle design details added authenticity without overpowering the clean, structured format.

A key part of the project was directing the creation of bespoke serving suggestion imagery. Working with the packaging artworker, I oversaw the process of compositing and enhancing stock images to produce realistic visuals for each pack. These played a central role in bringing the products to life and driving appetite appeal.

The final range helps to create a recognisable visual identity, and effectively positions Golden Sunrise Instant Noodles as a standout choice in a competitive FMCG market.
Red Deer Toys

Building Kid’s Toys

Naming • Logo design • Visual identity

The brief

Red Deer Toys needed a refreshed brand identity and packaging system that could unify over 20 SKUs across multiple toy categories. The challenge was to deliver artwork quickly while ensuring each product family had a distinct style, all sitting under a cohesive umbrella brand.

The project

The Red Deer Toys brand was created to bring together a wide range of products, spanning categories from board games to interactive playsets. With over 20 SKUs to artwork in a short timeframe, the solution was to group similar products into families and develop tailored design styles for each.

The Red Deer logo itself was refreshed—moving from a corner-dependent design to a standalone mark that could be positioned more flexibly. This gave sub-brands space to shine, while still reinforcing the Red Deer identity across the full range.

To support the launch, I also produced product photography, ensuring clear and engaging visuals that demonstrated how the toys were used. These assets were integrated across packaging and marketing to bring the brand to life.

The result was a strong, adaptable identity that unified a diverse set of products under one recognisable brand while allowing individual ranges to connect with their target audiences.
Glamorize Hair Dyes

Adding Glamour

Logo design • Visual identity • Image editing

The brief

The Glamorize women’s hair dye range required a packaging refresh to modernise its look and strengthen its appeal in a competitive FMCG market.

The project

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.
Goodwin’s Grinders

Goodwin’s Seasoning

Visual identity • Logo Design • Naming

The brief

The task was to create a new seasoning brand from scratch – including naming, logo, and packaging that would feel modern, trustworthy, and accessible. The design needed to stand out in a competitive market, communicate quality and everyday convenience, and work seamlessly across a range of seasoning SKUs.

The project

Goodwin’s was developed as a new ambient food brand, built to combine quality, reliability, and everyday convenience for the FMCG sector. From naming and logo design through to packaging, the goal was to create a modern, approachable identity that could compete confidently in a crowded category.

Each grinder was designed with a clean, consistent aesthetic and a colour-coded system to help customers easily identify different varieties. Simple, engaging label copy highlighted flavour benefits and serving suggestions, making the products inviting and user-friendly.

The result was a trusted, consumer-friendly brand that successfully secured retail listings in Morrisons and positioned Goodwin’s as a go-to choice for affordable quality.
Excelltec Batteries

Powering-up Batteries

Naming • Logo design • Visual identity

The brief

Create a name and identity for a range of FMCG batteries spanning different technologies and styles.

The project

Initial work began with the name for the range, which blended “Excel” for high performance, “cell” as in battery cell, and “Tec” for technology. This range was then segmented by technology, e.g. Zinc Carbon and Alkaline, with different colour palettes introduced for each.

The inclusion of use cases and prominent battery type presented the key information consumers needed in order to make an informed purchase.
Murder Motel

Revitalising Halloween

Logo design • Visual identity

The brief

Murder Motel needed a refreshed brand identity adaptable across confectionery, makeup, fancy dress, and decorations, with packaging that brought a vibrant, spooky aesthetic to its seasonal products.

The project

The Murder Motel range had become fragmented, with inconsistent logos across its confectionery and make-up products, highlighting the need for a unified identity to strengthen brand recognition. Research also revealed that the existing packaging relied too heavily on gruesome photography, particularly in the make-up line, and needed repositioning towards a more playful, cartoon-horror aesthetic.

The new logo leans into the brand name, combining a motel roofline with illustrative stars, a moon, and a bat to capture a fun, spooky personality.

For the confectionery range, bold and varied typography gave each pack its own character while ensuring strong shelf impact. Adapted monster illustrations added individuality and reinforced the Halloween theme, while key details such as flavours, pack sizes, and value messages were clearly structured to drive purchase appeal.

Old Logos
Soy Sauce

Authentic Chinese Soy Sauce

Logo design • Visual identity

The brief

Golden Sunrise required a refreshed soy sauce label design that modernised the brand while preserving its heritage and ensuring strong shelf presence in the FMCG market.

The project

I preserved the already established colour coding of blue for light and orange for dark soy sauce, and enhanced product distinction with bold, typography and vibrant colour coding.

A new “Golden Sunrise” logo created a more distinct and recognisable marque that would be more versatile when it came to range extensions.

Previous design
exure Condoms

Experts in Pleasure

Naming • Logo Design • Visual Identity

The brief

Create a name and packaging design for a range of FMCG contraceptives.

The project

I initially developed the brand name “exure”, a portmanteau of “experts” and “pleasure.” This name was chosen to reflect the product’s core promise: delivering both reliability and satisfaction as a value-focused contraceptive. To reinforce this positioning, the tagline “Experts in Pleasure” was placed above the logo, building brand confidence and appeal.

The visual identity was designed to be clean, modern, and easy to navigate, with clear colour-coding to distinguish variants. A “100% Electronically Tested” seal was also incorporated, reassuring customers that despite its accessible price point, the product meets all quality and legal standards.