Monthly Archives: September 2015

Bringing the spice to Marion’s Kitchen.


Marion Grasby is a regular celebrity chef on Australian TV screens following her debut on MasterChef; resulting in audiences embracing her heartfelt passion for cooking.

In 2010 Marion launched ‘Marion’s Kitchen’ – an original food range of her well-loved Asian recipes. Since launch, the brand has thrived in some of Australia’s most demanding environments, Woolworth’s and Coles.

It was time to build on that success, expanding the brand’s product portfolio to a global footprint, with focus on the UK and US. This marked a huge opportunity for Marion’s Kitchen to leverage the strengths and introduce Marion to a new market.

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Melbourne Spring Fashion Week 2015.

The concept of the ‘Untamed Garden’, the title of this year’s theme, explores the idea of transformation from the starkness of Winter into the sensorial nature of Spring. This reflects the revealing of one’s own colorful nature, and the pride in stepping out once again for the upcoming Spring Fashion season.

Great collaboration with all the partners from the start has helped deliver a more integrated, consistent and fully immersive experience for consumers and made it the most successful MSFW to date.

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Agile brands focus on audio.

Brands are too often overlooking sonic branding.

The best brands display agile characteristics; they recognize that to keep up with the modern speed of business, they can no longer be set in stone. Instead they need to be designed and built to flex. Agile brands are multifaceted, working across all communications platforms and engaging all of the senses.

Our technologically advanced world is helping create rich brand experiences; brands can engage people quickly with digital content whether with words, sound, or imagery. Despite this, last year the Harvard Business Review  concluded that, considering the current audio-enabled world we live in, sound is one powerful branding tool being overlooked.

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The best coffee needs a better milk.

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Using our idea-led innovation process, we worked with a team of baristas and our client to unlock a range of products to access the 3.9 billion cups of coffee being consumed every year in Australia.
The brief was to develop a brand and design that sat comfortably in a café environment and stood for more than big business milks that are prolific in this space. Freedom Foods Group had the ambition to create a range of products that finally catch up to the ever improving coffee space –a product that performs, it stretches, textures and tastes amazing. We were challenged to do the product justice – the concept we had to develop also had to be something that would be accepted by the discerning barista and café owner. The best way to do it was to collaborate and make the gate keepers a true part of the process helping to shape and guide toward the final outcome.

The final result?  Milk Lab – the perfect coffee partner. Full Cream Dairy, Lactose Freee, Soy, Almond and Coconut Milks for any type of coffee.

The product was officially launched at the Sydney Food Festival on the 18th of September 2015. Check it out on Instagram @milklab

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Inspiring a new generation of coffee consumers in India.

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Having changed hands for the third time, the Barista brand was losing its way. With younger consumers more knowledgeable and demanding, and more competitors entering the market, Barista was losing relevance with the new generation.

Our research and insights led us to the brand idea of ‘from coffee to creativity’. The new identity’s ‘IS’ is a reflection of a dynamic space that becomes the constant source of inspiration and creativity to the youth of India, making it a space where entrepreneurs and innovators discuss the next big idea, musicians create the perfect melody and artists create their new masterpiece.

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Celebrating an Australian icon.

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Reaching the 150th year of bringing out the biscuits – Arnott’s had a true reason to celebrate. It was a milestone which offered us an opportunity to pause and reflect on the rich and long history of Arnott’s biscuits. We set out to revitalise and re-awaken the love and pride we have for this iconic Australian brand.

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