Martin Cawood

Category: Uncategorized

  • Pure Breed Protein Strips

    Pure Breed Protein Strips

    Work

    Pure Breed Protein Strips

    I recently completed the packaging design for Pure Breed’s Protein Strips, expanding our product range while ensuring a cohesive brand identity. Collaborating closely with the senior buyer, we focused on clearly communicating the product attributes and messaging on the packaging.

    To maintain brand consistency, I used the flavour-based colour cues I had established for the brand – teal for duck, yellow for chicken, and pink for beef. To create a distinct identity for the Protein Strips while differentiating them from the Training Treat Bites, I introduced a black upper section to each pack. This not only adds a bold contrast but also conveys a premium feel.

    The final design helped the launch to exceed expectations and received fantastic feedback from retailers for its standout appearance on shelf.

  • exure Condoms

    exure Condoms

    Work

    exure Condoms

    In this project, I developed the brand identity for Exure, a value-focused contraceptive brand that doesn’t compromise on trust or quality. The name “exure” is a portmanteau of “experts” and “pleasure,” reinforcing the product’s promise of reliability and satisfaction. The line “experts in pleasure” is incorporated above the logo to further establish brand confidence and appeal.

    I focussed on creating a clean, modern, and accessible design, appealing to customers seeking affordability and assurance. I chose a rounded sans-serif typeface for the logo type to create a more organic and natural feel, which I then coupled with a modern sans serif for clarity, complementing the brand’s friendly yet professional tone. The incorporation “100% Electronically Tested” seal was done to reassure customers of product dependability.

  • Murder Motel Confectionery

    Murder Motel Confectionery

    Work

    Murder Motel Confectionery

    For the Murder Motel confectionery range, I developed a refreshed packaging design that enhances visual appeal while maintaining brand recognition. The goal was to create a more vibrant and engaging look that stands out on shelves, particularly for customers seeking fun and spooky Halloween treats. This involved updating the logo, refining the colour palette, and incorporating bold illustrations to strengthen the product’s seasonal identity.

    One of the key design updates was the introduction of more character-driven illustrations, modified from stock imagery to create a bespoke look for each product. The zombie, voodoo doll, and blue-faced monster each add personality and a playful horror-inspired theme to the range. To reinforce the Halloween aesthetic, I incorporated dripping effects at the top of each pack in distinct colours, helping to differentiate the products while adding to their eerie appeal. The typography was also reworked, with bold, characterful lettering that complement the spooky theme.

    While enhancing the design, I also focused on improving clarity and communication. I ensured that key selling points, such as “Individually Wrapped” and any flavours were prominently displayed. The pack sizes were emphasised and positioned consistently to highlight value, making the products more appealing to value driven parents and shoppers.

    Overall, the redesign brought a fresh, cohesive identity to the Murder Motel range while retaining enough familiarity for existing customers. By increasing vibrancy, refining the product differentiation, and enhancing visual storytelling, I created a packaging design that was not only eye-catching but also effectively communicated the product’s appeal to Halloween shoppers.

  • Dragon Balm

    Dragon Balm

    Work

    Dragon Balm

    Treat & Ease’s Dragon Balm contains Daemonorops Draco extract (dragon’s blood), a traditional medicinal resin known for its warming and healing properties. My goal was to redesign the packaging to visually convey warmth, tradition, and premium quality while ensuring strong shelf appeal.

    To achieve this, I used a warm colour palette of deep reds, golden yellows, and metallic accents and a stylised dragon motif reinforces the product’s cultural roots. The metallic gold lid enhances the premium feel, complementing the warmth of the design.

    This refreshed packaging successfully modernises Dragon Balm, making it both visually striking and true to its heritage and efficacy.

  • Join the Cleaning Buzz

    Join the Cleaning Buzz

    Work

    Join the Cleaning Buzz

    I developed the visual identity and logo for Join the Cleaning Buzz, a fresh and exciting FMCG cleaning brand designed to tap into the ever-growing social media cleaning trend. The brand’s mission is to make cleaning fun, quick, and easy with on-trend, innovative products that keep customers engaged and ahead of the latest cleaning hacks.

    At the heart of the brand identity is the logo, which I designed to reflect its dynamic, social-first approach. The logo incorporates a speech bubble element, reinforcing the conversational, shareable nature of the brand and its connection to social media cleaning communities. This visual cue encourages engagement and reflects Buzz’s role as a go-to source for must-have cleaning products.

    The final brand identity balances cleanliness and energy, making it both approachable and impactful. Whether it’s Anti-Bac Wipes, uniquely textured Microfibre Cloths, or other innovative solutions, Buzz delivers everything needed to achieve sparkling results with ease.

    This project successfully positioned Join the Cleaning Buzz as a modern, trend-driven brand, helping it stand out in the competitive cleaning market while fostering a strong connection with social-savvy consumers.

    I also worked closely with the marketing team to produce a series of sample boxes that were posted out to prospective retailers, which were then followed by visits from the sales team.

  • Golden Sunrise Soy Sauce

    Golden Sunrise Soy Sauce

    Work

    Golden Sunrise Soy Sauce

    Golden Sunrise needed updated labels for its soy sauce to better align with modern market expectations and better capture the brand’s potential on the shelf. My goal was to create a fresh, contemporary visual identity while maintaining the brand’s heritage within the FMCG sector and ensuring clear product distinction.

    A key part of the redesign was introducing a bold, structured layout with strong typography that enhances readability and impact. The new design successfully modernises the brand while maintaining its authenticity. By balancing tradition with a contemporary aesthetic, the packaging not only strengthens brand recognition but also enhances the overall shopping experience. This update positions Golden Sunrise competitively in the market, making it more visually appealing and accessible to both loyal customers and new audiences.

    For this project I also began experimenting with Adobe Dimension. I created a model of the bottle in Adobe Illustrator, before importing it in to Adobe Dimension to apply the material types. I then rendered out the bottle as a PSD file, which I edited in Adobe Photoshop to create visual mockups.

  • Crosby Shoecare

    Crosby Shoecare

    Work

    Crosby Shoecare

    Crosby Shoecare was developed to embody a sense of tradition and heritage, reflecting the craftsmanship and reliability expected from premium shoe care products. The brand’s name was carefully chosen to evoke this timeless quality, positioning it as a trusted choice for customers seeking to protect and maintain their footwear.

    The original Crosby range includes classic wax shoe polishes in black and brown, designed with a sophisticated, heritage-inspired aesthetic. The bold typography, rich colour palette, and gold accents communicate durability and quality, reinforcing Crosby’s traditional values.

    However, as the brand expanded into the sneaker care market, a more contemporary and youthful approach was required. The introduction of Trainer Wipes—a product catering to sneaker enthusiasts—demanded a sportier, more dynamic visual identity while still feeling like an authentic part of the Crosby range.

    To achieve this balance, I maintained the same font family used in the original range but adapted the weights and styling to create a fresher, more energetic look. The bold contrast of black and gold, paired with a sleek, modern layout, aligns the Trainer Wipes with the contemporary sneaker culture while ensuring consistency within the Crosby lineup. This approach allows the brand to bridge the gap between heritage and modern footwear care, appealing to both traditional users and a younger, style-conscious audience.

  • Excelltec Batteries

    Excelltec Batteries

    Work

    Excelltec Batteries

    Excelltec was designed as a standout discount brand in the competitive battery market. The name blends “Excel” (high performance), “Cell” (battery cell), and “Tec” (technology), reinforcing its focus on quality and innovation. The visual identity needed to convey reliability and power while clearly distinguishing between different battery types.

    The range includes Alkaline and Zinc Carbon batteries, each with distinct benefits and target uses. The visual identity reinforces this distinction through bold color coding – blue for high performance Alkaline batteries and orange for Zinc Carbon, ensuring easy navigation for consumers. The packaging also features clear product icons and performance indicators, helping customers quickly identify the best option for their needs.

    The dynamic, modern design establishes Excelltec as a credible and competitive brand against leading battery manufacturers. By balancing technical appeal with afforability, Excelltec positions itself as a go-to choice for everyday and high-performance power solutions.

  • Goodwin’s Seasoning

    Goodwin’s Seasoning

    Work

    Goodwin’s Seasoning

    I developed the Goodwin’s brand from the ground up, creating a name and logo that reflected quality, reliability, and everyday convenience. Designed to stand out in the competitive seasoning market, the Salt and Pepper were later listed in Morrisons supermarkets, securing a strong retail presence.

    Each grinder was crafted with a clean, modern aesthetic, incorporating a colour-coded system to help customers quickly identify different varieties. The labels also feature simple, engaging copy to communicate flavour benefits and serving suggestions, making the products more inviting and user-friendly.

    The Goodwins range, spanning essentials such as sea salt, black pepper, chilli flakes, garlic flakes, and Himalayan pink salt, successfully balances on-shelf standout with market familiarity, ensuring a smooth customer journey while elevating the product’s perceived value. The design choices helped establish Goodwin’s as a trusted brand within the seasoning category, making it a go-to choice for shoppers looking for affordable quality.

  • Glamorize Hair Dye

    Glamorize Hair Dye

    Work

    Glamorize Hair Dye

    The Glamorize women’s hair dye range was in need of a refresh—both in terms of design and market relevance. Previously, the range featured the same model across all six shades, with hair digitally altered to showcase different colours. This approach limited consumer connection and didn’t reflect the diverse audience using the products.

    For the redesign, I proposed investing in a broader selection of stock photography, ensuring that each shade was represented by a different model. This not only added authenticity to the brand but also made the range more inclusive, better aligning with the diverse consumer base.

    Beyond visuals, hair dye packaging comes with strict labelling requirements, requiring key safety and usage information to be displayed clearly and within the same field of view. I worked closely with the buyer to secure approval for the updated concept and then collaborated with the QA manager to ensure all regulatory compliance standards were met.

    The result was a fresh, modern, and consumer-friendly packaging update that strengthened the Glamorize brand identity, improved on-shelf appeal, and enhanced usability for consumers, while maintaining the necessary compliance for safe product use.