Naming Archives : Martin Cawood

Category: Naming

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.
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.
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.
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.
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.