Category: Uncategorized

With air fresheners and candles often being two distinct retail propositions, the decision was made to divide the Bloome range in to two visual identities whilst still maintaining a consistent logo across both.

The solution included a refreshed brand logo that balanced simplicity with a sense of refinement, and a flexible packaging system designed to accommodate three distinct product tiers: functional, lifestyle, and premium.

A clear visual hierarchy was established to help consumers navigate the range with ease, while also ensuring strong shelf presence across all formats.

With multiple data points for each product, ensuring content accuracy was critical. I received the raw product data from the admin team and processed it in Microsoft Excel, organising products into logical categories and identifying key attributes that could be represented visually through symbols. This preparation created a clear structure for how the products would be presented.

Once sequenced and broken down by page, I used Adobe InDesign’s data merge feature to efficiently import the curated information and imagery directly from Excel into the layout. This streamlined workflow ensured consistency, reduced the risk of error, and allowed for a clean, well-structured presentation of the full product range.

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.

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.

OTL’s previous logo lacked the refinement needed to represent its position as a category leader with a professional identity.

To begin the project, I conducted research into the competitive landscape and held sessions with internal stakeholders to uncover what truly set OTL apart. These insights became the foundation of OTL’s first brand book and guided the rebrand, ensuring the new identity aligned with both company goals and market expectations.

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.