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The Marshmallowist by Veronica Lethorn

Opinion by Richard Baird.

Branding and packaging for The Marshmallowist by Veronica Lethorn

The Marshmallowist is an artisisanal marshmallow brand founded by Oonagh Simms, a pâtissier and chocolatier trained in Paris. She creates what are described as decadent and sophisticated flavour combinations, and sells these from her Portobello Market stall in London, at fashion events, festivals and shops internationally, including Selfridges and Harvey Nichols.

Scottish graphic designer Veronica Lethorn, who is currently based in Melbourne, worked with Oonagh Simms to rebrand The Marshmallowist. This extended to positioning, with a focus on the premium market, and included logotype, customised typography, photography, packaging, print communication and business cards, with window illustration, art direction and product photography by Eve Warren. Together, these were designed to convey a fun and adventurous personality.

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Bruce Juice by Marx Design, New Zealand

Opinion by Richard Baird.

Branding for Australian, 100% raw, cold pressed juice brand Bruce Juice by New Zealand graphic design studio Marx

Bruce Juice is a 100% raw, cold pressed, fruit juice and plant milk brand new to the Australian market. It launched this year with five juice and vegetable blends, Red, Redder, Orange, Greener, Golden and Nutter, an almond milk, and a packaging and visual identity treatment by New Zealand based graphic design studio Marx Design.

Using a mix of illustration and texture, loose hand drawn logotype and custom typography, bright but natural colour and plenty of white space, and by balancing visual impact and communicative clarity, familiarity and originality, Marx Design helped Bruce Juice to realise their desire to establish a contemporary and playful brand personality that would also secure a strong health-focused market positioning.

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Soap Co. by Paul Belford Ltd, United Kingdom

Opinion by Richard Baird.

Logo and package design by UK based graphic design studio Paul Balford Ltd. for luxury hand made soap business the Soap Co.

Soap Co. is a UK based social enterprise, luxury soap manufacturer and brand, that provides employment to people who are blind, disabled or disadvantaged. These individuals make up 70% of their team. All profits go back into the business to create and fund further job opportunities.

Soap Co. recently launched a range of luxury handmade soaps, hand washes and hand lotions, available as Black Poppy & Wild Fig, Citrus, and White Tea varieties, that feature a new brand identity and packaging design treatment by London based Paul Belford Ltd. The launch of this range, and its new design, coincides with a move from the local to the national market.

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O/O Brewing by Lundgren+Lindqvist, Sweden

Opinion by Richard Baird.

Packaging for O/O Brewing by Swedish graphic design studio Lundgren+Lindqvist

O/O Brewing is a high-end craft brewery, set up in 2011 by Olle Andersson & Olof Andersson, with premises in the Swedish city of Gothenburg. O/O worked with Scandinavian graphic design studio Lundgren+Lindqvist, who had created labels for a variety of other O/O beers, to develop new packaging for their brews. The studio revised and simplified the design system from earlier releases but continued to embrace a collaborative approach with artists and designers. This article was updated February 2017 to include O/O Brewing’s latest releases.

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