LAUNCHING OR EVOLVING A FOOD & DRINK BRAND?
The brand that earns trust before a single word is said.
Brand Creation for ambitious food and drink founders, so your packaging carries the same equity, credibility, and confidence as what’s inside it.
20+ years of experience, all pointed at one thing: food and drink.
LAUNCHING OR EVOLVING A FOOD & DRINK BRAND?
The brand that earns trust before a single word is said.
Brand Creation for ambitious food and drink founders, so your packaging carries the same equity, credibility, and confidence as what’s inside it.
20+ years of experience, all pointed at one thing: food and drink.
LAUNCHING OR EVOLVING A FOOD & DRINK BRAND?
The brand that earns trust before a single word is said.
Brand Creation for ambitious food and drink founders, so your packaging carries the same equity, credibility, and confidence as what’s inside it.
20+ years of experience, all pointed at one thing: food and drink.
WHERE YOU ARE RIGHT NOW
Let’s start with where you are right now.
A brand should do the selling before you even open your mouth.
You've spent months, maybe years, getting the product right, the recipe, the ingredients, the reason you started this in the first place. That part, you've nailed.
Somewhere between the kitchen table and the shelf, the brand around it stopped keeping pace.
You know what it should look like: sat confidently next to the category leaders, picked up first because it looks like it belongs there. Right now, there's still a gap between that picture and what's on shelf.
You've had the portfolio conversations. What you haven't had is someone ask the harder questions, what this brand needs to stand for in three years, what it takes to get a bigger retailer to say yes. So you've kept going with something that "works for now."
That's where I come in.
WHERE YOU ARE RIGHT NOW
Let’s start with where you are right now.
A brand should do the selling before you even open your mouth.
You've spent months, maybe years, getting the product right, the recipe, the ingredients, the reason you started this in the first place. That part, you've nailed.
Somewhere between the kitchen table and the shelf, the brand around it stopped keeping pace.
You know what it should look like: sat confidently next to the category leaders, picked up first because it looks like it belongs there. Right now, there's still a gap between that picture and what's on shelf.
You've had the portfolio conversations. What you haven't had is someone ask the harder questions, what this brand needs to stand for in three years, what it takes to get a bigger retailer to say yes. So you've kept going with something that "works for now."
That's where I come in.
WHERE YOU ARE RIGHT NOW
Let’s start with where you are right now.
A brand should do the selling before you even open your mouth.
You've spent months, maybe years, getting the product right, the recipe, the ingredients, the reason you started this in the first place. That part, you've nailed.
Somewhere between the kitchen table and the shelf, the brand around it stopped keeping pace.
You know what it should look like: sat confidently next to the category leaders, picked up first because it looks like it belongs there. Right now, there's still a gap between that picture and what's on shelf.
You've had the portfolio conversations. What you haven't had is someone ask the harder questions, what this brand needs to stand for in three years, what it takes to get a bigger retailer to say yes. So you've kept going with something that "works for now."
That's where I come in.
"A trusted creative partner whose strategic thinking, communication and attention to detail have played a vital role in growing our brands."
PUYAN M.
Founder & Sales Director, Novel Foods International
"Joe created a standout identity and packaging system for Guts to Glory, giving the brand real shelf presence and a strong foundation for growth."
COLIN CARTER
CEO, Four Leaf Farmacy (Guts to Glory)
"Our brand gained clarity and distinctiveness through an identity system that balanced heritage with a modern wellness positioning."
COLIN CARTER
CEO, Four Leaf Farmacy
"A trusted creative partner whose strategic thinking, communication and attention to detail have played a vital role in growing our brands."
PUYAN M.
Founder & Sales Director, Novel Foods International
"Joe created a standout identity and packaging system for Guts to Glory, giving the brand real shelf presence and a strong foundation for growth."
COLIN CARTER
CEO, Four Leaf Farmacy
"Our brand gained clarity and distinctiveness through an identity system that balanced heritage with a modern wellness positioning."
COLIN CARTER
CEO, Four Leaf Farmacy
"A trusted creative partner whose strategic thinking, communication and attention to detail have played a vital role in growing our brands."
PUYAN M.
Founder & Sales Director, Novel Foods International
"Joe created a standout identity and packaging system for Guts to Glory, giving the brand real shelf presence and a strong foundation for growth."
COLIN CARTER
CEO, Four Leaf Farmacy
"Our brand gained clarity and distinctiveness through an identity system that balanced heritage with a modern wellness positioning."
COLIN CARTER
CEO, Four Leaf Farmacy
SOUND FAMILIAR?
Maybe you recognise this.
Your packaging does its job, but it doesn't do what the best shelf-ready brands do: earn trust in the three seconds a shopper has to decide.
Every new flavour or product means starting the design conversation from zero, because there's no real system holding your range together.
You've worked with a designer who could make things look nice, but couldn't say why, so the strategic thinking became your job.
You know your product is better than plenty of what's already on shelf, but your packaging doesn't say that at a glance.
You're not fully convinced a proper rebrand pays for itself, so you keep patching the current version together instead of investing in one built to last.
You don’t need a nicer logo. You need a brand that does the convincing for you, the second someone picks it up.
SOUND FAMILIAR?
Maybe you recognise this.
Your packaging does its job, but it doesn't do what the best shelf-ready brands do: earn trust in the three seconds a shopper has to decide.
Every new flavour or product means starting the design conversation from zero, because there's no real system holding your range together.
You've worked with a designer who could make things look nice, but couldn't say why, so the strategic thinking became your job.
You know your product is better than plenty of what's already on shelf, but your packaging doesn't say that at a glance.
You're not fully convinced a proper rebrand pays for itself, so you keep patching the current version together instead of investing in one built to last.
You don’t need a nicer logo. You need a brand that does the convincing for you, the second someone picks it up.
SOUND FAMILIAR?
Maybe you recognise this.
Your packaging does its job, but it doesn't do what the best shelf-ready brands do: earn trust in the three seconds a shopper has to decide.
Every new flavour or product means starting the design conversation from zero, because there's no real system holding your range together.
You've worked with a designer who could make things look nice, but couldn't say why, so the strategic thinking became your job.
You know your product is better than plenty of what's already on shelf, but your packaging doesn't say that at a glance.
You're not fully convinced a proper rebrand pays for itself, so you keep patching the current version together instead of investing in one built to last.
You don’t need a nicer logo. You need a brand that does the convincing for you, the second someone picks it up.
HOW IT WORKS
HOW IT WORKS
Building a brand can feel overwhelming without clear direction. This process is designed to simplify the journey, helping ambitious founders move from an unfocused pack to a confident, shelf-ready brand system.
[01]
Define
We uncover what makes your product different and build a clear strategic direction before design begins.
[02]
Create
We craft a distinctive brand identity and packaging that customers notice, trust and choose.
[03]
Launch
You receive everything needed to launch confidently, from production-ready artwork to the assets that support future growth.
WHO YOU'LL BE WORKING WITH
A note from Joe.
A brand should do the selling before you even open your mouth.
I specialise in Brand Creation and rebrands for food and drink founders, the ones turning a genuinely good product into a serious retail contender. I work best with founders who care about getting the thinking right, not just the visuals.
My work is defined by clarity, restraint, and strong ideas, backed by a clear process that shows the reasoning behind every decision, not a nice-looking result you have to take on faith.
I work closely with each client from strategy through to delivery, bringing in trusted illustrators, photographers, and developers where a project calls for it, so you get a considered, senior-level partner, not a production line.
WHO YOU'LL BE WORKING WITH
A note from Joe.
A brand should do the selling before you even open your mouth.
I specialise in Brand Creation and rebrands for food and drink founders, the ones turning a genuinely good product into a serious retail contender. I work best with founders who care about getting the thinking right, not just the visuals.
My work is defined by clarity, restraint, and strong ideas, backed by a clear process that shows the reasoning behind every decision, not a nice-looking result you have to take on faith.
I work closely with each client from strategy through to delivery, bringing in trusted illustrators, photographers, and developers where a project calls for it, so you get a considered, senior-level partner, not a production line.
WHO YOU'LL BE WORKING WITH
A note from Joe.
A brand should do the selling before you even open your mouth.
I specialise in Brand Creation and rebrands for food and drink founders, the ones turning a genuinely good product into a serious retail contender. I work best with founders who care about getting the thinking right, not just the visuals.
My work is defined by clarity, restraint, and strong ideas, backed by a clear process that shows the reasoning behind every decision, not a nice-looking result you have to take on faith.
I work closely with each client from strategy through to delivery, bringing in trusted illustrators, photographers, and developers where a project calls for it, so you get a considered, senior-level partner, not a production line.
PENTAWARDS SHORTLIST 2026
Client spotlight
Brand creation for Four Leaf Farmacy's gut health supplement range.
A performance-led identity built around a bold, smiling G, shifting the category from clinical repair to everyday confidence.Most gut health brands lean on clinical, corrective language, like something's broken and needs fixing.
We took the opposite approach: built the brand around strength, confidence and consistency, anchored by a distinctive smiling G mark that could carry across packaging, digital and shelf. The result was shortlisted for the 2026 Pentawards.
PENTAWARDS SHORTLIST 2026
Client spotlight
Brand creation for Four Leaf Farmacy's gut health supplement range.
A performance-led identity built around a bold, smiling G, shifting the category from clinical repair to everyday confidence.Most gut health brands lean on clinical, corrective language, like something's broken and needs fixing.
We took the opposite approach: built the brand around strength, confidence and consistency, anchored by a distinctive smiling G mark that could carry across packaging, digital and shelf. The result was shortlisted for the 2026 Pentawards.
PENTAWARDS SHORTLIST 2026
Client spotlight
Brand creation for Four Leaf Farmacy's gut health supplement range.
A performance-led identity built around a bold, smiling G, shifting the category from clinical repair to everyday confidence.Most gut health brands lean on clinical, corrective language, like something's broken and needs fixing.
We took the opposite approach: built the brand around strength, confidence and consistency, anchored by a distinctive smiling G mark that could carry across packaging, digital and shelf. The result was shortlisted for the 2026 Pentawards.
PICTURE THIS
The result
01
Retail buyers taking your product seriously the moment they see it, no explaining required.
02
A brand system so solid that launching a new flavour or product feels easy, not risky.
03
Standing shoulder to shoulder with the bigger names on shelf, and looking like you belong there.
04
Finally charging what your product and experience are actually worth.
05
More time spent building the business, less time worrying whether the brand is pulling its weight.
If that's the brand you're building toward, let's talk about how to get there.
BOOK YOUR CALL
On the call, we'll:
Get clear on your brand challenges and where you want the business to go.
Explore what a distinctive, retail-ready identity could look like for your product.
Talk through next steps, timelines, and investment, no pressure, no obligation.
BOOK YOUR CALL
On the call, we'll:
Get clear on your brand challenges and where you want the business to go.
Explore what a distinctive, retail-ready identity could look like for your product.
Talk through next steps, timelines, and investment, no pressure, no obligation.
BOOK YOUR CALL
On the call, we'll:
Get clear on your brand challenges and where you want the business to go.
Explore what a distinctive, retail-ready identity could look like for your product.
Talk through next steps, timelines, and investment, no pressure, no obligation.