Blog Archives

Soul Origin

We kicked off the rebranding project by conducting an in-depth workshop with Soul Origin’s original founders and key stakeholders. This was essential to gain a deep understanding of the brand’s ambitions, uncover consumer insights, and diagnose the current challenges.

From there, we established a strategic framework that would serve as a guiding beacon for future growth, positioning Soul Origin to achieve sustained, consumer-driven success.

When crafting a new Soul Origin logo, we wanted to embody quality and craftsmanship, placing strong emphasis on premium design.

A sophisticated font was selected and custom-modified to subtly integrate a smiling face between the S and O, adding a unique and discoverable element to the brand identity.

This clever design feature not only elevates the brand’s visual appeal but also becomes a versatile asset, central to major branding touchpoints and capable of standing on its own. So different; so good.

We developed a series of illustrations designed to be timeless and reinforce the brand’s crafted, handmade positioning.

Drawing inspiration from traditional woodcut techniques, we created visuals that honour the past, infused with a modern twist. By combining these classic elements into contemporary, simple collages, we crafted a unique visual language that works across all touchpoints -packaging, store environments, uniforms, websites, menus, and point-of-sale displays. So much craft.

Packaging became a key focus in elevating brand recognition and recall. Our goal was to create packaging that was not only iconic but also instantly recognisable and memorable from a distance.

The bold use of colour ensures quick identification, while clever and witty copy adds an educational element, reinforcing the brand’s personality and making a lasting impression. So bold.

We view uniforms as a powerful platform to amplify a brand’s personality, convey its values, and even educate. Our approach was to design apparel that not only reinforces the brand identity but also provides pieces that both staff and customers would wear with pride. So cool.

The way a brand presents itself, communicates, and connects with its audience is vital. We crafted a versatile series of advertising and communication assets designed to be easily adaptable for any product or message.

Our focus was on freshness, appetite appeal, and a strong brand personality – all essential elements to enhance brand recall and make a lasting impact. So much standout.

For a brand of this scale, maintaining consistency and focus is crucial. We developed a comprehensive brand manifesto that clearly defines the brand’s vision and direction, serving as its unwavering north star.

This was complemented by an in-depth style guide, meticulously detailing the rules and standards for every aspect of the business to ensure a unified and cohesive brand presence across all touchpoints. So in depth.

Soul Origin

Founded in 2011, Soul Origin quickly expanded to over 150 locations across shopping centres, food courts, and airports throughout Australia. While their coffee and food offering was robust, their brand presence and recall lagged behind.

Our strategic challenge was to elevate their visibility, strengthen their reputation for quality food and coffee, and inject a distinct personality into the brand, ensuring it stands out in a highly competitive market.

Client
Soul Origin

Our Work
Brand Strategy
Logo Design
Visual Brand Identity
Copywriting
Packaging
Signage and Wayfinding
Uniform Design
Environmental Graphics
Menu Design
Photography Art Direction
Point of Sale
Social Media Design

Boss Coffee

The Suntory team has been honing their coffee craft in pursuit of the best quality RTD coffee since 1992.

BOSS Coffee uses the traditional Japanese flash-brew method, finely ground coffee beans are brewed hot to release the rich aroma, then the coffee is quickly cooled to lock in the flavour.

When launching the brand into Australia and New Zealand, our first step was to refresh the iconic logo which featured a man smoking a pipe.

The pipe had to be removed to suit the local market but some personality and intrigue was lost. We created multiple variations until we landed on the one that carried just the right amount of emotion and connection.

Numerous BOSS Coffee flavours and formats have been developed over the past 30 years. We created a design structure and brand architecture that worked across multiple SKUs and communicated different flavours and variants without losing equity.

It was important to Suntory that the pack communicated that BOSS Coffee is from Japan. After several variations this was solved by adding a “No. 1 canned coffee in Japan” statement on the front of the can.

Boss Coffee

First launched in Japan in 1992, Suntory BOSS Coffee is Japan’s best selling coffee in a can.

Our challenge from Suntory was to redesign and introduce the coffee brand into the Australian and New Zealand markets.

Client
Suntory

Our Work
Brand Strategy
Brand Identity
Logo Design
Packaging
Point of Sale

El Jannah

Not all charcoal chicken is made equal.

Charcoal is El Jannah’s obsession but they needed stronger, ownable brand assets and a distinctive tone of voice that engaged across a range of cultures and demographics to grow outside of their core customer base.

El Jannah Charcoal Chicken Restaurant Instore Packaging

By bringing the El Jannah story to life we gave both current and future customers an emotional connection and reason to believe in the brand.

El Jannah Charcoal Chicken Restaurant Takeaway Box Packaging

Following a brand and category audit of the QSR and chicken spaces, we took a deep dive into all things Lebanese to create multiple design and language territories.

El Jannah Charcoal Chicken Restaurant Store Signage and Design

We redrew the logo to give it an uplift whilst retaining the handwritten style and created a lock up device to ensure optimum legibility of the logo and tagline.

We also retained the brand green to help existing customers recognise El Jannah following the rebrand.

El Jannah Charcoal Chicken Restaurant Interior Design and Mural

El Jannah Charcoal Chicken Restaurant Instore Signage

Charcoal is the central idea of the new El Jannah brand – their obsession with charcoal; their craft and expertise in using it; and the unmistakable flavour it brings.

This idea was brought to life using illustrations drawn with charcoal and images constructed out of charcoal pieces for something truly unique.

El Jannah Charcoal Chicken Restaurant Neon Copywriting Mural

“The El Jannah brand refresh led by The Creative Method, along with the founders and management, resulted in a transformation of the customer experience, and stellar results.”

Brett Houldin, El Jannah, CEO

El Jannah Charcoal Chicken Restaurant Copywriting Mural

El Jannah Charcoal Chicken Restaurant Uniform

“The El Jannah brand is expanding across Australia and with the benefits from the new brand assets and positioning, it’s allowing more customers to come and try the amazing products and return more often.”

Brett Houldin, El Jannah, CEO

El Jannah Charcoal Chicken Restaurant Signage Personality

El Jannah

What does paradise taste like?

First, you have to visit the Garden of Eden. That’s where El Jannah’s founder, Andre, believes he was born.

Raised in a small village in Lebanon, everything he and his family needed came from the land, with every dish cooked over an open wood fire – from birds caught that day to the flat bread his mother made.

The challenge was to strengthen and grow the El Jannah brand into the national leader in the QSR Charcoal Chicken space but also retain the brand’s authentic, family feel.

Client
El Jannah

Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography
Point of Sale

Chatime

We kicked off the project with a full market analysis to map out competitors and find areas of opportunity, along with rethinking and redefining the brand strategy.

As strategy was a crucial part of this project, we conducted a two day global workshop, bringing together multiple stakeholders across 65 countries to align on the new direction before finally delving into the brand design and creative approach.

Through research and testing it was discovered that Chatime didn’t need or want a massive overhaul – the current mark just required a facelift.

With that in mind, we gave the letterforms a shared baseline, cap height and weight, simultaneously increasing legibility and modernising the word mark.

The updated logo ensures brand recognition while the rest of the visual identity shows off Chatime’s fun and flavourful personality.

The visual language isn’t tied to a certain aesthetic, deliberately done to allow different markets the flexibility to create a look and feel that speaks to their respective demographic.

A consolidated set of strategic and brand guidelines acts as a creative springboard to bring the brand revitalisation to life consistently across all global markets.

“What started as a local brief quickly became a global brand refresh. Tony and the team at The Creative Method were able to adapt to the change in needs and deliver a clear brand strategy and creative direction.

“From the outset we knew we were working with true partners who were passionate about our business and finding the best way to connect with our consumers all over the world.

“They challenged us to think differently and bring energy back into the Chatime brand from all aspects from brand strategy, visual identity, menu design, packaging and more.”

Carlos Antonius, CEO, Chatime Global

Chatime

Working with Chatime Australia to revitalise their brand locally quickly turned into a full global brand review and refresh to ensure a unified approach and brand consistency across all markets – a strategic imperative for future global success.

Client
Chatime

Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Refinement
Copywriting
Packaging
Environmental Graphics
Menu Design
Photography Art Direction

Nexba

Our brief from Nexba was to help them transition into multiple drink categories whilst injecting personality and fun into their packs and retaining their Nexba-obsessed consumers.

We needed to create a packaging architecture that would work across multiple categories and pack structures, from kombucha and soda to non-alcoholic seltzer and tonic water.

These categories have vastly different design codes so creating a design architecture that would work cross-category was a challenge, as the packs needed to be visually consistent whilst maximising unique category semiotics.

The versatile packaging structure allows for colour, type and illustration to be swapped so each range feels as though it’s a part of the Nexba brand whilst still sitting comfortably in its category.

The idea of having an area to swap out illustrations permits various styles to be used for different target audiences such as families or young adults.

Nexba wanted to firmly position themselves as the brand that does sugar free differently, whilst being all natural.

We introduced a natural textured background where possible, kept a handcrafted look and feel to each illustration, used script fonts and created an ‘All natural, sugar free’ device that Nexba could own.

Nexba

How do you give drinks packaging legs to jump into different categories and succeed whilst still feeling like one brand?

For Nexba, it was a case of strong packaging architecture, modular illustration and graphics, and consistency.

Client
Nexba

Our Work
Brand Strategy
Brand Identity
Logo Design
Packaging Design
Copywriting
Advertising
Point of Sale

Max Brenner

The goal of the Max Brenner brand refresh was to infuse the brand with a youthful energy, injecting personality across every touchpoint while amplifying the experience of consuming their products.

We set out to build a stronger emotional connection with the next generation of chocolate lovers, making every interaction with the brand as enticing as the chocolate itself. By focusing on appetite appeal and crafting a vibe that resonates with today’s audience, we transformed the brand into a magnet for passionate chocolate enthusiasts, both young and old.

We began with comprehensive brand research to pinpoint Max Brenner’s position within the dessert bar and chocolate category. This process included an in-depth audit and analysis of the competitive landscape, focusing on both direct chocolate competitors and broader dessert experiences.

We carefully reviewed all existing assets and brand positioning to identify strengths, gaps and opportunities. From this foundation, we crafted a new strategic positioning that aligns with the brand’s core essence, developed a compelling reason to believe, and infused the brand with a refreshed, distinctive personality that looks pretty sweet!

While we were asked to keep our sticky fingers off the Max Brenner logo, we did sprinkle it with a new tagline that plays nicely between chocolate credentials, obsession and fun.

Centered on the core strategy of “making life sweet for everyone”, we embarked on creating distinctive brand assets that would truly stand out.

We created a unique illustration style that captures the fluidity and richness of melted chocolate, presented in a modern, contemporary way. These visuals weren’t just eye-catching – they told a deeper story, highlighting the craftsmanship behind the products and the joy they bring to people. Through this approach, we seamlessly connected the process and the people, infusing the brand with both warmth and a coolness.

Great packaging is all about sparking an emotional connection. We create that bond between the brand and its customers through thoughtful packaging design. By blending expressive illustrations with clever, personality-driven copy, we crafted packaging that not only stands out but resonates.

We also introduced a distinctive typeface that mirrors the playful flow of chocolate, adding an extra layer of charm and cohesiveness to the overall design.

The result? Packaging that not only catches the eye but also connects with the heart.

We extended this visual style and its assets across promotional posters, communication platforms, and brand architecture. The design had to be versatile, seamlessly adapting to product-centric ads, people-focused campaigns, and personality-driven messaging.

The unifying elements? Max Brenner’s signature flowing lines and playful copy, which tied everything together into a cohesive brand experience. This approach ensured that every touchpoint, whether highlighting a product or an attitude, felt undeniably Max Brenner.

At the heart of our philosophy is the belief that a great brand is one that both staff and customers are proud to wear. A significant aspect of the Max Brenner brand refresh involved reimagining their staff uniforms and merchandise.

We designed a fresh, vibrant look that not only reflects the brand’s personality but also fosters a sense of pride and connection among team members and customers alike. This revitalised approach transforms uniforms and merch into a canvas for the brand, creating a unified experience that everyone can embrace.

The final pieces of the Max Brenner rebrand puzzle focused on envisioning how the new identity would come to life both inside and outside the stores. Our mission was to craft engaging chocolate stories that not only brought smiles but also visually disrupted the spaces available. By infusing creativity into every element of the environment, we aimed to create immersive experiences that captivated customers and transformed ordinary moments into memorable chocolate ones!

“The Creative Method did an exceptional job developing a new brand architecture and visual identity for Max Brenner, bringing contemporary relevance to our iconic brand.

“They successfully modernised our look, finding the right balance with the chocolate-fuelled passion and key assets that have been core to our brand for the past 20 years.

“Their energy, creativity, professionalism, and deep passion for our brand and our customers made them a pleasure to work with.”

Sarah Ryan, Head of Marketing and Innovation, Max Brenner

Max Brenner

Max Brenner needed some love. Here was the best hot chocolate in Australia, wrapped in a brand that lacked the warmth and excitement it deserved.

Our challenge was to reignite that passion, breathing life and energy back into the brand.

Client
Max Brenner

Our Work
Brand Strategy
Visual Brand Identity
Logo Design
Copywriting
Packaging
Staff Uniform
Advertising
Signage

Wild Turkey Rare

The ready-to-drink packaging design needed to be sophisticated and have strong premium and quality credentials, whilst remaining masculine.

We took small elements of the existing brand design, stripped it back, and re-laid it out.

The bottle was black so gold was chosen to allow the most important typography to pop off the pack.

A watermark of the turkey is screened in the background and foil is used to drive the quality credentials, with embossing and foiling on the 4-pack to drive further premium cues.

Wild Turkey Rare

Wild Turkey Rare is a premium bourbon that uses measures of Wild Turkey Rare Breed Bourbon to produce a more premium and quality tasting product.

The premium end of the RTD bourbon category was in strong growth and the Wild Turkey team wanted a product that would over-deliver on consumers’ demand and expectation.

Industry
Spirits / Ready-to-drink

Client
Campari – Wild Turkey Rare

Our Work
Packaging Design
Advertising
Point of Sale

UP WE GO

Guzman Y Gomez

At conception, founder Steven Marks wanted to create Australia’s #1 Mexican chain brand.

We created a brand, logo and identity system that has seen Guzman Y Gomez become Australia’s fastest growing QSR chain – from 1 to 130 locations – and expand into Singapore, Japan and the US.

Our brand strategy focused on educating consumers by celebrating street food origins and positioning Guzman Y Gomez as an authentic and contemporary Mexican cuisine authority.

We commissioned photographers on the ground in Mexico to document real street food vendors and city streets.

Through carefully curated images, we gave customers a personal and emotional connection to the vibrant culture, characters and ingredients of Mexico’s streetscape.

Our design approach drew inspiration from the makeshift and re-purposing skills of street vendors when making their signs and menus.

We created a custom font using sticky tape. The logo roundel itself is always applied loosely like a sticker over imagery to be deliberately disruptive.

Our copywriting used a conscious balance of Spanish and English.

Spanish delivered an immediate sense of authenticity, while English was used to educate and entertain with irreverent stories of food origins and culture, and to explain Spanish pronunciation.

“The Creative Method has been an integral part of our success. The team has never failed us, and has always exceeded our expectations on quality, creativity and execution.”

Steven Marks, Founder and CEO, Guzman Y Gomez

Guzman Y Gomez

In 2006, the Guzman Y Gomez Mexican Taqueria was born out of the desire to introduce real Mexican street food and culture to Australia at a time when there was little to no understanding of Mexican food beyond limited culinary pastiches and clichés of ‘Old El Paso’ taco kits, Chilli con Carne and the occasional visit to a Montezuma’s restaurant.

Our research into the Australian food landscape revealed an increasing appetite amongst fast-casual diners for culturally authentic food experiences – something that is built into the Guzman Y Gomez brand to this very day.

Client
Guzman Y Gomez

Industry
Fast Casual Dining

Our Work
Brand Strategy
Brand Identity
Logo Design
Copywriting
Custom Typeface
Packaging Design
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography Art Direction
Point of Sale
Advertising

UP WE GO

Doughkyo

The brand needed to convey a sense of fun and approachability whilst appealing to Westerners, all without compromising on quality.

The name Doughkyo arose.

When developing the logo, we took a modern serif typeface that would communicate quality, inspired by the sharp edges and angular forms of Asian characters.

Paired with the typeface, a red circle sits alongside the name Doughkyo to evoke the idea of the rising sun of Japan.

Clever copy and use of the red circle as a distinctive brand asset merges the ideas of rising dough, the rising sun, and Asia.

“The Creative Method team has a deep understanding of consumers and brand that drives the strategic and creative process.

“Their strategic and nimble approach means you’re getting disciplined thinking while also being highly creative, as was evidenced by their work on Doughkyo which we were so happy with.

“A fantastic team to work with who are responsive and make the process enjoyable.”

Loane Avenell, Head of Marketing, Doughkyo

Doughkyo

Our client approached us with the opportunity to create the brand for a new bakery concept that would introduce a fusion of Asian and European baking styles and pastries to the Australian market.

Client
Doughkyo

Our Work
Naming
Logo Design
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography Art Direction
Copywriting

Top Juice

We kicked off the project with a strategic review and audit of the juice and complimentary categories to understand the Top Juice brand’s position in the market, as well as consumer trends, and competitors we needed to consider.

After an evaluation of existing Top Juice brand assets to identify strengths and areas for improvement, a workshop with key stakeholders helped to uncover unique selling points, story, and opportunities, culminating in a concise brand strategy to serve as the guiding North Star for creative territories and the brand as a whole.

Carefully crafted, the new Top Juice logo exudes freshness, with a more organic, natural feel than the original black and white logo.

The logotype is modern and confident, with a leaf on the tittle. The ‘TJ’ mark is derived from the updated logotype and forms a pineapple motif to further push real freshness.

We developed a series of visual assets that centre around a fresh and modern take on the PLU sticker to pay homage to Top Juice’s humble fruit market origins and credentials.

Continuing with the idea of PLU stickers and the pineapple-inspired logomark, we developed a bespoke packaging range that has maximum stand out and is distinct to Top Juice.

Next, we overhauled the menu design and structure with the objective of driving sales by streamlining the ordering process, improving navigation between categories, maximising legibility, and enhancing the menu’s overall visual appeal.

We extended the new Top Juice brand throughout stores and kiosks to improve standout and initiate further brand engagement and, ultimately, sales.

“We had the pleasure of working with Tony and his team at The Creative Method only a short time ago where we gave them the significant task of reviewing our brand as we knew it, and creating something new that still honours and respects our roots whilst catapulting us into the future.

“The process was amazing; at each phase we were provided with amazing options which gave us opportunity to weigh-in with feedback to ensure the final product was 100% aligned to our company.

“The task of rebranding ultimately became a fun and exciting period which has ultimately transformed our entire business!”

Emmanuel Attard, General Manager, Top Juice

Top Juice

Top Juice began serving up kale and coconut water in their beverages while others were still wondering what kale even was.

With a ‘100% real’ philosophy, they are committed to providing juices that naturally fuel real function, health and happiness for everyone, everyday.

There was a disconnect between what the brand looked like, and what it delivers.

Our brief was to freshen up Top Juice, leveraging its history and commitment to quality by infusing more love, distinctiveness, personality and story into the brand.

The goal was to build a stronger, more engaging brand, that would elevate customer loyalty, and establish Top Juice as a leader in the dynamic juice category.

Client
Top Juice

Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging
Environmental Graphics
Menu Design
Photography Art Direction

Hello Sarnie

We began by taking a step back to delve into the brand’s story, exploring why it existed and why people should care.

This led us to a strategic shift – emphasising the brand’s English roots, celebrating quality and craftsmanship, while also highlighting the shared personality between the British and Aussies. After all, both cultures appreciate a well-made sarnie and a good laugh.

This connection became the heart of the brand’s narrative, blending tradition with a dash of humor that resonates with locals and expats alike.

The first step in the design process is The Creative Method’s bread and butter: crafting a tasty logo. We created a design with strong visual impact, timeless quality, and a touch of personality with the playful bowler hat.

We added a clever detail with sandwich triangles forming quotation marks, emphasising the brand’s warm, welcoming nature.

The tagline, “Proper Sandwiches,” was the final touch, reinforcing the brand’s heritage, commitment to quality, and a nod to its service excellence.

One of the biggest challenges in the pre-packaged sandwich market is rising above the stale crust of the mass-produced offerings found in supermarkets and service stations.

Exceptional packaging is essential – it has to elevate the brand, convey a sense of premium quality, standout on the shelf, and educate the consumer. And if it can bring a smile to their face, even better.

A great sandwich is all about the ingredients, and the same goes for a brand refresh. We created a series of posters that not only told the brand’s story but also sparked appetite appeal and informed the audience.

The secret sauce? A blend of visually striking interiors, bold signage, and mouthwatering photography to wrap it all up.

“Working with Tony and the team was a fantastic experience. They got to know us on a deep level. They kept asking questions. They kept digging – to find our brand DNA and what makes us tick; how we could then position our DNA and, importantly, take it to market.

“We’ve always known who we are and felt it internally, but The Creative Method have been able to bring it to life in all of our branding elements. The elevation of our brand is clear to see and Tony, Lee and the team properly nailed the brief. We will be back for more.”

Mike Kendall-Smith, Co-Founder and Director, Hello Sarnie

Hello Sarnie

When it comes to sandwiches, the English know a thing or two. Hello Sarnie is on a mission to show Aussies just how good a pre-made sarnie can be – whether it’s for in-office catering, lunch on the go, or an afternoon pick me up.

They are committed to baking and making their sarnies to be eaten the same day, and anything left over is donated to charity.

Our job was to bring the strategic and creative seasoning.

Client
Hello Sarnie

Our Work
Brand Strategy
Visual Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Staff Uniform

Son of a Nun

With the explosion of lower alcohol and alcohol free beverage options, and born out of the belief that no one should be left out of having a toast with mates, Australian Beer Co. approached us with the concept of a better for you beer range for which they needed a name, brand identity and packaging design.

Son of a Nun Beer Brand Development Cans

Following a comprehensive market audit, multiple workshops and naming exercises, “Son of a Nun” was born; a play on the saying “Son of a gun” and the perfect embodiment of a truly guilt-free brew.

Son of a Nun Beer Brand Development Can Shot

The Son of a Nun concept was so well received that zero alcohol and low carb variants were launched.

Son of a Nun Beer Brand Development Hat Cans

Son of a Nun Beer Brand Development Van Decal

Our design strategy focused on simplicity and a clean look to hone in on the guilt free aspect of the brand, and to align with the visuals cues of the better for you beverage category, whilst also crafting a distinct persona to capture the essence of the Son of a Nun.

Son of a Nun Beer Brand Development On Tap

Son of a Nun Beer Brand Development Cans Beach

“Quite simply, Tony, Craig and the team from The Creative Method were absolute legends to work with and the thinking that they bought to the table demonstrated that they are at the top of their game. Strategic, nimble, pragmatic, creative, smart, fun… what more can I say about those characters?”

Chris Blockley, Head of Sales, Australian Beer Co.

Son of a Nun

Following the success of P.O.E.T.S Lager and Ranga Tang Hard Ginger Beer, Australian Beer Co. engaged us to create the name, identity and packaging for a better for you beer range.

A miracle was born.

Client
Australian Beer Co.

Our Work

Naming
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging

Ooshman

We set out to make the Manoosh brand the food of choice in the pizza category by creating stronger ownable and unique brand assets.

We wanted to drive harder core customer experiences through multiple touch points that included in-store, uniforms, packaging and POS, and have customers feel connected, educated and welcome through the joy of great food experiences.

Looking at the QSR landscape, specifically the Mediterranean restaurant category, we discovered key category codes, design semiotics and insights for success.

Following a review of all existing assets, TOV, colours, positioning and packaging we explored multiple design territories to reflect the brand essence and positioning.

With a design direction agreed upon, the Ooshman character went through a facelift to modernise it. We decided it was important to retain some of the essential components of the original character, especially the round face, the fez and the moustache. The new character remains familiar to loyal fans while attracting new ones with a modernised appearance.

We drew inspiration from Mediterranean tiles to create an ownable pattern, adding a unique touch by incorporating the letterforms from the logo into the tile design.

The brand colours were also reconsidered. The new colour palette was chosen to make the brand appear fresh and better for you.

We see packaging as a walking advertisement for a brand so created a set of unique, high impact pieces with clever copy that drives personality and adds to a positive, engaging customer experience.

We explored multiple ways to bring the brand to life in-store to ensure maximum street appeal regardless of size or location.

“Just one month after rolling out the new look and feel, OOSHMAN experienced a 15% increase in sales across the board, which we attribute to the new brand.

“We did it for the future of the company, and now we feel like we are born again, which is an encouraging feeling to have.”

Charlie Hoyek, Owner and Director, OOSHMAN

OOSHMAN

Lost in a sea of similarly named restaurants, Manoosh, a takeaway Lebanese pizza joint with 18 locations, decided to flip their name on its head and rebrand as OOSHMAN.

They approached The Creative Method with the challenge of transforming the brand into something distinctive yet recognisable to loyal customers that embraced their Mediterranean heritage.

Client
Ooshman

Industry
Quick Service Restaurant

Our Work

Brand Strategy
Brand Identity
Rebranding
Copywriting
Custom Typeface
Packaging Design
Interiors
Uniforms
Illustration

UP WE GO

POETS

Our brief from Australian Beer Co. was this:

Give us a new beer brand we can make and market in the country, with a view to scale at a later date.

Launch locally and build from there.

Be born as a beer by the country, for the country, but recognise an ambition to possibly ‘rock up in the big smoke’ later in life.

We wanted to create a name that was intelligently disruptive in the beer category; memorable but with a sense of the easygoing country personality.

On the surface the name POETS doesn’t seem to relate. The discoverable acronym of this name is where the magic, the humour and the emotional connection lie. Look it up!

Through a comprehensive beer category audit and deconstruction, we knew that we needed to create an ownable country mascot that reflected the brand positioning and personality.

There are few things more country Australia than a laughing kookaburra.

None of the big beer players in the market owned red and we wanted our primary, secondary and tertiary packaging to stand out like the proverbial dog’s balls.

A part of our job was to envisage how the brand would come to life outside of the packaging across multiple comms and touch-points.

Consistency, stand-out and a smidge of ready wit to refresh the soul was the order of the day.

From ground zero after one year in market, and with no above or through the line spend, top-line numbers are currently forecast at 250k cases annually, and POETS is the largest growing beer in mainstream category.

“In early 2022, we embarked on a daunting yet exciting journey. We had the ambition to disrupt the giant, incumbent mainstream beer brands with a new to world brand that offered the balance of safe traditional mate-ship cues with the excitement of amore modern brand expression. A brand born in the country that could one day travel into the metropolitan areas and deliver for those consumers to access the significant profit pools and build a sustainable powerhouse brand for the future.

“It was a difficult brief, but one made possible thanks only to a crack team. From category de-coding, through to insights, brand identity, visual design, launch plans and future innovation pipeline, it was a highly collaborative effort which is what was required to soak up all the experience and creativity of the project team.

“P.O.E.T.S launched in late 2022 and is already flying along well ahead of expectations and will be a significant beer brand in the marketplace for years to come.

“Quite simply, Tony, Craig and the team from The Creative Method were absolute legends to work with and their thinking that they bought to the table demonstrated that they are at the top of their game. Strategic, nimble, pragmatic, creative, smart, fun… what more can I say about those characters?”

Ben Slocombe, Marketing Director, Australian Beer Co.

POETS Country Lager

We were challenged by Australian Beer Co. to create a new beer brand that would stir-up the big boys and take market share off Australia’s largest selling beer, Great Northern, and Furphy.

Oh, is that all?

Client
Australian Beer Co.

Our Work
Brand Strategy
Brand Identity
Logo Design
Naming
Packaging
Copywriting
Advertising
Point of Sale

Ranga Tang

As part of a number of innovation projects we partnered on, Australian Beer Co. wanted to capitalise on the increasing popularity of hard ginger beer in time for the 2022 summer.

The idea originally came from a broad ideation session looking at the ginger beer category and identifying common threads and creative opportunities.

The name Ranga Tang captures the flavour profile of the drink, whilst giving us scope to create a brand full of character and quirk – you’d be hard-pressed to find a ranga that knows more about ginger beer and what hits the spot.

We created multiple versions of the ranga character and finally settled on this fun-loving beast… Who isn’t overly pleased that you are drinking all his beloved ginger beer.

The dark substrate used on the packaging helps the ranga stand out on the pack, whilst the texture adds to the grunginess and attitude of this hard ginger beer.

This solution was a winner from the moment we came up with the name – it almost designed itself!

Ranga Tang

When approached by Australian Beer Co. to name and design a new hard ginger beer, we wanted to create a brand that was memorable and emotive, with packaging that really stood out in the fridge.

Client
Australian Beer Co.

Our Work
Brand Strategy
Brand Identity
Logo Design
Naming
Packaging Design
Copywriting
Advertising
Point of Sale

Shareefs

We are graphical story tellers. Our task was to bring back the vibe of the 70s and create a distinctive and unique look and feel for the brand.

Our first task was to design a logo that would bridge the gap between the rich, retro heritage of 1970s Lebanon and a timeless modern appeal. We aimed to create a mark that not only honoured the past but also felt relevant for the future.

The result? A logo with a subtle yet clever twist— a ‘smile in the mind’ moment — where the letter ‘A’ was transformed into a Shawarma roll. This playful element added depth to the design, creating a sense of discovery.

We took it a step further with an animated version, bringing the concept to life and amplifying its impact.

In the QSR landscape, packaging isn’t just functional — it’s a powerful tool for shaping brand perception. This was especially critical for us, given the challenges surrounding the quality perception of Shawarmas in the Australian market, where they are often misidentified as kebabs. Our packaging design took a strategic approach, aiming to elevate the product’s image by infusing it with personality, quality, and a crafted sense of cool.

We drew inspiration from vintage Lebanese posters and ads, tapping into the nostalgic charm of that era. This connection to heritage not only reinforced the authenticity of the product but also created a visually compelling experience that resonates with modern consumers.

At The Creative Method, we believe that exceptional design and compelling copy are inseparable partners. Our goal is to evoke a smile, spark a laugh, and seamlessly weave in stories about the food.

For this project, we infused our copy with the charm of old Lebanese quotes and sayings, adding a layer of personality that resonates with both Lebanese and Australian audiences. By blending cultural nostalgia with a touch of humour, we created a unique connection that celebrates heritage while engaging a diverse, modern audience.

Our mission was to elevate the brand by crafting a vibe that blends nostalgia with aspirational cool. To achieve this, we dove deep into the archives, uncovering captivating vintage images that exude authenticity and charm. We paired these gems with sharp, engaging copy and bold, dynamic graphics, creating in-store posters that not only capture attention but also evoke a sense of retro fun.

The result? A customer brand experience that resonates with both memory and modernity, creating a sense of escapism and leaving a lasting impression.

“I couldn’t be happier with the exceptional work The Creative Method did for Shareefs. Their team captured the essence of our brand, blending modern flair with vintage charm. The result? A stunning visual identity that has elevated our customer experience and set us apart in the market.

“From concept to delivery, The Creative Method’s expertise, creativity and attention to detail were impressive. Their ability to understand our vision and translate it into captivating designs exceeded expectations.

“Thank you, TCM, for transforming Shareefs’ brand story. I highly recommend your agency to anyone seeking innovative branding solutions.”

Charles Estephan, Owner, Shareefs

Shareefs

The Shareefs story starts back in Beirut in the 60s and 70s. At the time Beirut was lovingly referred to as the ‘Paris of the Middle East’. A place of unparalleled beauty where the pristine sparkling waters of the harbour caressed the coastline.

It was a playground for the world’s coolest cats and cashed up tourists. Cafe culture was in full swing where intellectuals, artists, poets, writers and singers would chat at length over countless coffees hoping to spot Brigitte Bardot or Omar Sharif.

Beach Clubs were buzzing with blokes and babes boozing and bathing. It was bliss. Everyone wanted a taste of this cool culture.

Client
Shareefs

Our Work
Brand Strategy
Naming
Visual Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Staff Uniform
Social Media Design

Oporto

In recent years Oporto had modernised its interiors and brand identity, however the in-store and drive thru experience lacked consistency and authenticity.

They were missing an opportunity to talk up their Portuguese credentials throughout their QSR stores, and other brand touchpoints were not being capitalised on.

We were asked to define opportunities within stores due for upcoming renovation or build.

Taking the bare bones interiors and exteriors of restaurants and drive thrus, we looked at every potential brand touchpoint we could to engage with customers and inject some humour, Portuguese personality, and the Oporto brand story.

A modernised graphics package pays homage to their roots with design inspired by Portuguese tile (azulejos) for flexible scaling and application across an array of touch points.

We created a modular tile-based typeface for display and large format graphics.

We combined silhouettes of the chicken and flames with bright Portuguese sayings and the tile to bring authenticity and to shift the brand positioning away from the Bondi burger to flame grilled chicken.

The result of the rebrand was a vibrant and playfully positive blend of Portuguese culture and Australian humour that helped contribute to a 40 point increase in store Net Promoter Score.

“From the moment we met The Creative Method, we knew they would be part of our Oporto familia.

“They pushed us to think differently and really get to the core of what made our brand so special. They brought it to life in so many different ways – through the branding on our packaging, to our in-store designs and team uniforms, which have all had a really positive impact on our business.”

Craig Tozer, Former CEO, Craveable Brands

Oporto

Oporto quick service restaurant was perhaps better known as ‘the famous’ Bondi Beach chicken burger restaurant by Sydney-siders.

As the QSR brand moved into new regional areas across Australia, Oporto saw the need for it to move away from its ‘Bondi’ brand positioning and be more reflective of its Portuguese origins, and as expert in ‘Portuguese Flame Grilled Chicken’.

Client
Craveable Brands – Oporto

Industry
Quick Service Restaurant

Our Work

Brand Strategy
Brand Identity
Rebranding
Copywriting
Custom Typeface
Packaging Design
Signage and Wayfinding
Environmental Graphics
Illustration
Customer Experience
Menu Design
Point of Sale
Advertising
Internal Comms

UP WE GO

Yenda Brewing Co.

We were challenged to create beer packaging that worked hard and jumped out on shelf whilst also establishing a number of visual assets that could be used over various brand touchpoints moving forward.

The Yenda beer logo device was deliberately created and crafted to be a unique shape and punch off the bottle. With so many beers on the market, it was crucial that that packaging intelligently disrupted on-shelf.

The creation of the large Y as a core visual brand asset on the label strongly reflects the brand name and also ensures the brand is easily seen and identified from a distance.

The colour of the Y changes on each beer variant, making it a strong device for wraps, shippers and bar taps alike.

“We were at something of a crossroads with Yenda as the craft beer market exploded around us and the brand got lost on shelf.

“The Creative Method helped to not only deliver a strong distinctive brand identity but helped us build a stronger brand.

“The customer, end consumer and salesforce reaction to Yenda has been phenomenal – a truly inspired brand redesign!”

Stuart Boag, Brand Marketing Manager, Coca-Cola Amatil

Yenda Brewing Co.

Yenda Brewing Co. has been around for a number of years and is the current sponsor of the Wallabies Rugby Union team.

Due to a massive influx of players into the craft beer space, Yenda had lost market share against its competitors.

We were engaged to refresh the Yenda brand identity and drive more of a mainstream craft beer positioning.

Client
Coca-Cola Amatil – Yenda Brewing Co.

Industry
Beer

Our Work
Brand Identity
Rebranding
Logo Design
Copywriting
Packaging Design
Merchandising

UP WE GO

Red Rooster

Entering into the fried chicken space, Red Rooster knew they needed to maintain their humble family chicken shop appeal whilst welcoming a younger generation of chicken eaters to the brand.

The previous Red Rooster brand felt dated and lacked personality, so they wanted to inject humour and character to create a more approachable, modern brand.

It was important to pay homage to Red Rooster’s history as Australia’s original chicken shop – the choice for family roasts for 50 years. They wanted to show Aussies that they still have what it takes to be a household name.

Following extensive quantitative and qualitative research to get a greater understanding of their customers, their needs, and occasions, we brought a number of archetypes to life to test the best way to add personality to the brand.

From a design perspective, we started by simplifying and modernising the Red Rooster logo.

From there, we created a suite of distinctive, ownable assets that inject new Red Rooster personality and humour into the brand and enhance the overall customer experience.

Looking back on the brand and its 50 year history, we took inspiration from their original logo of the 1970s and the arched plumage within the tail.

Using this feature, we created a stylised pattern that can be used across all Red Rooster touchpoints that is distinctive, ownable and pays homage to Red Rooster’s history.

The results speak for themselves: sales have increased close to 30% over two years and Red Rooster has become the fastest growing brand in the category for customer traffic and sales.

There has also been a significant turnaround of the way customers perceive the brand with consideration and trial both increasing 5%.

“I had come from KFC so it could have been seen as either a massive opportunity or career suicide given how Reds was tracking at the time. It was a chance to take the reins of a well known brand that had lost touch with customers and wasn’t recruiting new. But it required a fresh approach to positioning and the way it showed up in culture.”

Ashley Hughes, Marketing Director, Red Rooster

Red Rooster

In 2021, Australia’s original favourite chicken shop approached us in need of a brand spruce up. Sales and shares were declining, and the brand had lost its relevance and was culturally out of date.

Red Rooster was about to undertake their first menu innovation in years by adding fried chicken as well as a new burger range.

With these game-changing additions to the menu, Red Rooster felt it was the perfect time for a drastic brand transformation. They wanted to continue to appeal to their existing roast chicken-loving customers but re-introduce themselves to the new generation of chicken fans.

Client
Red Rooster

Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography Art Direction
Advertising
Point of Sale

Rum Co. of Fiji

The current range of rum was lacking standout with no quality credentials and nothing ownable to enable storytelling, so we needed to be inventive.

Following a brand and spirits category audit we created multiple ideas to unlock white space and brand innovation.

This included a ranging strategy and brand architecture that would enable premiumisation.

The fresh Rum Co. of Fiji brand identity and packaging centres around locally commissioned warrior and chief tattoo iconography to showcase the brand’s Fijian heritage, history and credentials.

RUM Co. of Fiji was immediately able to expand its global footprint beyond Australia to 10+ countries including the USA, Canada and the UK.

Australian sales in the first year increased five-fold from 1K cases to 5K and are forecast this year to double again.

“I have worked with The Creative Method for over ten years. Their outstanding feature is their unrestrained creativity that is category-breaking, yet possible within the confines of production.

“They bring an imaginative perspective to all projects which forces us to think beyond the predictable.”

Sally Byrne, Marketing Director, Coca-Cola Amatil

RUM Co. of Fiji

Coca-Cola Amatil had a range of award-winning, premium Fijian rums that were under-performing in the spirits category.

Our task was to relaunch this range with packaging that paid respect to the liquid gold inside.

In short, a brand and packaging revolution was needed.

Client
Coca-Cola Amatil

Industry
Spirits – Rum

Our Work
Brand Strategy
Brand Identity
Rebranding
Logo Design
Copywriting
Custom Typeface
Packaging Design
Illustration

UP WE GO

RASHAYS

Our first step was to dive into the overarching strategy. Through a series of engaging workshops and insightful interviews, we crafted a concise and impactful ‘Brand on a Page.’ This document clearly articulates all the key pillars of the brand and outlines a strategic roadmap for future growth and success.

With the strategic foundation firmly in place we served up a fresh logo: a timeless wordmark that encapsulates the essence of RASHAYS. What sets RASHAYS apart is its commitment to offering something for everyone -a delightful challenge that we aimed to highlight.

To emphasise this uniqueness, we cleverly integrated an exclamation mark into the negative space of the ‘R,’ creating a distinctive and memorable brand mark that reflects their vibrant spirit.

With takeaway and delivery being a significant part of their business, we set out to design packaging that truly stands out and leaves a lasting impression. Our goal was to forge an emotional connection with customers through warm, personable copy.

To reinforce brand awareness and ensure consistency, we prominently featured a large R monogram across all packaging, making it a recognisable symbol of the RASHAYS experience.

In crafting the RASHAYS brand identity, we embraced the same philosophy that defines their menu: variety. Our design approach centered on creating a series of vibrant and diverse visual assets, each telling a unique story.

From the vibrant depiction of food and fresh ingredients to the dynamic portrayal of people, processes, and personality, each piece was thoughtfully curated to enhance the RASHAYS experience.

Our goal was to elevate each location beyond the typical QSR feel, transforming it into a quality dining destination.

Rather than relying on a singular visual style, we allowed the brand’s signature orange to be the unifying thread, ensuring consistency while celebrating diversity in every corner of the store.

We explored bold advertising solutions across various platforms, from bus livery to billboards and bill posters. Our focus was on capturing the essence of RASHAYS’ commitment to variety and flavour, ensuring that every piece of advertising not only caught the eye but also told the deliciously diverse story of the brand.

RASHAYS

RASHAYS is an Australian family-owned and operated restaurant chain with a rich history that began in 1998, when founders Rami and Shannon Ykmour opened their inaugural restaurant in Liverpool, NSW.

From the very start, RASHAYS was built on the principle of offering something for everyone, creating a welcoming space where diverse tastes and cravings can come together.

Our challenge was to modernise the brand and help it feel as vibrant and warm as the people behind it.

Client
RASHAYS

Our Work
Brand Strategy
Visual Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Staff Uniform
Photography Art Direction
Advertising
Point of Sale
Social Media Design

Vonu Lager

Coca-Cola Amatil wanted the Vonu Pure Lager beer brand to be about more than a refreshing beer – it encapsulates a way of life and living.

With a focus on living free, the brand identity and packaging design needed to appeal to those with a simple love of the ocean, surf, outdoors and exploration.

We designed a new logo that retained the iconic turtle, turning it into a crest with two subtle surfboards as discoverables.

The promise of living free is central to the Vonu brand – “Live Free” is included as a discoverable on pack, only visible on the reverse of the back label once the liquid has been consumed.

The textured wordmark, use of weatherboard, and customised rough graphic style reinforces Fijian craft and island rusticness, to drive a sense of provenance in the brand.

“I have worked with The Creative Method for over ten years. Their outstanding feature is their unrestrained creativity that is category-breaking, yet possible within the confines of production.

“They bring an imaginative perspective to all projects which forces us to think beyond the predictable.”

Sally Byrne, Marketing Director, Coca-Cola Amatil

Vonu Pure Lager

Vonu Pure Lager is a low carb, premium, handcrafted beer that was being marketed as “Pure Fijian rain water turned into beer”.

In a bid to reflect the crisp, refreshing purity of the liquid, Coca-Cola Amatil were moving Vonu from a brown bottle to clear glass and needed a fresh brand identity and beer packaging to support this.

Client
Coca-Cola Amatil

Industry
Beer

Our Work
Brand Identity
Rebranding
Logo Design
Packaging Design

Delta

Delta Estate Wines are elegant, modern and restrained.

Exceptional quality grapes from a selection of vineyard sites are enhanced by meticulous detail to viticulture and winemaking techniques.

We created a new brand identity that heroes the Delta triangle, which has been synonymous with the brand since its inception.

Our design solution centred around attention to detail and a closer look at each of the elements used to handcraft the small batch wines to perfection – the soils, climate, and grapes themselves, as well as the people whose passion and pride comes from a desire to be exceptional.

The softness and handcrafted feel of each label is juxtaposed with the strong, clean Delta logo, helping the name stand out on shelf.

“The results from our rebrand have been outstanding, with significantly increased sales both domestically and globally, as well as a brand that is becoming more recognisable throughout the world.

“Delta has been transformed into an elegant, sophisticated and eye-catching brand. The Creative Method vastly exceeded our expectations and we couldn’t be happier with their amazing work throughout this transformation and ongoing.”

Alison Downs, Brand Manager, The Delta Wine Company

Delta Estate Wines

As the wine market becomes increasingly competitive, it is no longer good enough to simply have great wine.

Delta wanted to evolve the brand to stand for something unique; something memorable that would resonate from the grower right through to the consumer, and create the greatest cut-through on shelf.

Client
Delta Estate Wines

Our Work
Brand identity
Logo Design
Packaging
Photography Art Direction
Copywriting
Advertising
Point of Sale

Region
Global

UP WE GO

Chicken Treat

First launched in 1976, Chicken Treat had become tired and dated. Stores were closing, sales were in decline and franchising had stalled; it was at risk of being deleted from the Craveable Brands portfolio.

The brand lacked a unique, ownable identity and articulated purpose.

To reinvigorate the brand, we developed a number of strategic platforms and finally landed on the ‘Chicken Heroes’, which was anchored in the 1970s comic book style – a nod to the era Chicken Treat was born.

This platform brought the fun, unique and bold personality of the brand to the forefront of all its touchpoints.

Through tone of voice, storytelling, and a number of onomatopoeic comic book fight scene references, the new look and feel instantly conveys the feeling you get when eating Chicken Treat.

The new brand helped increase sales by 46% and went on to win Best Brand Transformation of the Year at the 2020 QSR Media Awards.

It also enabled Chicken Treat to launch into NSW and ACT as a serious chicken option.

Dang!

“Together with The Creative Method, we set about rediscovering who we are, what makes us different, and what we want to stand for as a brand.

“They helped define our purpose: Saving hungry souls and delivering happiness through unapologetically indulgent and delicious chicken.

“We’re thrilled with their work on the Chicken Treat brand repositioning which also contributed to Chicken Treat winning the QSR Media Award for ‘Best Brand Transformation’ in 2020.”

David Harrison, Head of Marketing, Chicken Treat

Chicken Treat

Chicken Treat has been giving Australian tastebuds a smack in the kisser since 1976.

The brand had a huge following in Western Australia thanks to the likes of Australian legends Heath Ledger and Ricky Grace appearing in their advertising campaigns but lost its way over the decades and quickly became dated as more chicken brands entered the market.

Client
Chicken Treat

Our Work
Brand Strategy
Brand Identity
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Illustration
Customer Experience
Menu Design
Point of Sale
Advertising

Region
Western Australia

UP WE GO

Saint Clair Family Estate

Starting with great grapes and a name that wasn’t even theirs, we worked with the family to craft the Saint Clair brand, building its story from this humble foundation.

The distinct brand identity has successfully grown with the business as it has expanded into a +750K case winery with over 20 sub-brands exported across the globe.

Every brand touchpoint is created by The Creative Method. From packaging, new sub-brands, innovation through to digital assets, PR, social media, communications, advertising and cellar door point of sale. You name it, we create it.

We are the architects, or you could say the brains, behind the global wine brand that you know today.

Off the back of great wine and distinctive packaging, the Saint Clair Pioneer Block range went from 1,000 cases in the first year to 20,000 cases in the second year. They are still the most commented on labels in the Saint Clair portfolio.

“We would thoroughly recommend The Creative Method to develop a brand that lasts – Saint Clair wouldn’t be where it is today without such a strong and trusted brand identity tying it all together.”

Neal Ibbotson, Owner and Director, Saint Clair Family Estate

Saint Clair Family Estate

The family behind Saint Clair Family Estate had the ambition to create a world-class wine brand out of New Zealand in less than one generation.

Today, Saint Clair is one of the most awarded New Zealand family wineries and ranked in the top 100 wineries in the world.

Client
Saint Clair Family Estate

Industry
Wine

Our Work
Brand Strategy
Brand Identity
Logo Design
Copywriting
Packaging Design
Signage and Wayfinding
Environmental Graphics
Photography Art Direction
Advertising
Point of Sale

UP WE GO

Soo Zee 23

This project came about at a time when it seemed a new noodle house was popping up every other week in Sydney. We needed a disruptive name that appealed to both Western and Chinese diners.

Soo Zee is Sichuanese for ‘number’, and ‘23’ represents the number of blended herbs and spices used to create their famous broth.

The Chinese characters for ‘eat’ (吃) and ’23’ (二三) are featured in the brand identity as a discoverable for those familiar with the language, and to reinforce the authenticity of their specialty cuisine.

Our brand design strategy was to bring the traditional beef broth to life with majestic animal imagery and illustrations that reflect the deep flavour profile, and a mix of old and new to appeal to traditional diners as well as those less familiar with the style of cuisine.

Soo Zee becomes a character of many forms that represents the art of mixing the herbs and spices to create an authentic beef noodle soup that you won’t forget.

Soo Zee 23

The broth used in Soo Zee 23’s authentic beef noodle soup originates from the streets of Sichuan, China, and is handcrafted using a blend of 23 herbs and spices in a process that takes over eight hours.

The Creative Method was asked to bring the story of the soup to life with a name, logo, brand identity, graphics, apparel, menus, tableware, a website and packaging design.

Client
Soo Zee 23

Industry
Fast Casual Dining

Our Work
Brand Creation
Naming
Logo Design
Copywriting
Packaging Design
Menu Design

UP WE GO

6 Head

The name pays homage to the six head of cattle first introduced to Australia by the First Fleet – that went rogue when their minder slipped off for lunch.

The cows – having multiplied substantially – were found several years later roaming the Western Plains of Sydney.

The logo is a simple modified Gill Sans, with the A turned upside down to reflect both a cow and Australia being Down Under.

The ‘A’ has also been offset to reflect the story of the cattle escape.

“Storytelling is at the heart of all brands that endure, and The Creative Method nailed it with 6 Head.

“By digging deep into the history books, we ended up with a story and name that was unique, paid homage to the location, and our expertise in steak.

“The design then complements the story perfectly, giving us a brand look and feel that we are truly proud of.”

David Ovens, Chief Marketing Officer, Seagrass Boutique Hospitality Group

6 Head

As a pioneer in ‘pasture to plate’ dining in Australia, Bradley Michael has developed close relationships with the finest beef cattle producers in Australia. In his newest and most prestigious venue, he champions their efforts with arguably the best-bred beef in the world, paired with outstanding local produce and a carefully selected wine cellar to match – all served overlooking the Sydney Opera House.

Having partnered on several brands in the past, Bradley approached The Creative Method to develop a name and brand identity that carved a space for his restaurant in Sydney’s fine dining arena.

Client
Seagrass Boutique Hospitality Group

Our Work
Brand Creation
Logo Design
Naming
Copywriting
Packaging
Menu Design

Region
Sydney

UP WE GO

Genea

The Genea logo’s genesis began like life itself with the dividing of the cells. A visual parallel was drawn between the cell dividing and the shape of a serifed lower case ‘g’.

A timeless serif font was chosen to reflect quality, trust, attention to detail and balance.

The font was modified to highlight the idea of genesis. For the keen eye, if viewed on its side, fallopian tubes are also a discoverable within the logo.

The gradient and associated patient-facing colour of yellow is reflective of a sunrise, a new day, hope and positivity.

The ‘g’ device was also created to be used as a monogram moving forward.

It is used in multiple branding touchpoints to add personality and create a distinctive and ownable visual asset.

Through the in-depth customer journey mapping conducted at the beginning of the brand development project, a major insight was that creating trust, support and expectation management throughout the patient experience was imperative.

This insight drove the development of numerous patient and clinician documents, printed and digital collateral, and other comms.

Any imagery used throughout the new Genea brand needed to be inclusive and empathetic, conscious of the myriad of feelings patients go through on their personal fertility journey.

Genea

When we started working with Genea on their brand refresh, we quickly learned they are one of the best in the business of fertility and their brand and patient experience needed to better reflect this.

To say we immersed ourselves in the fertility industry is an understatement. We started by conducting hugely in-depth customer journey mapping, a full market competitor audit, comprehensive stakeholder and customer interviews, existing collateral reviews, and even attended egg freezing seminars.

Client
Genea World Leading Fertility

Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Corporate Collateral
Social Media
Signage and Wayfinding
Environmental Graphics
Photography Art Direction
Social Media Design

Whalebone Bay

Designed to celebrate New Zealand’s long coast and coastal culture.

Each of the five varietals features a different species of whale with unique character. When bottles are lined up on shelf, whales swim through the boundaries of each label, changing from species to species, to create a fun and unique display.

Whalebone Bay

Whalebone Bay is a range of wine grown and produced by Marlborough Valley Wines in Marlborough, New Zealand, and sold around the world.

The packaging was in need of an update to reflect its heritage and quality, and to achieve greater standout on shelf.

Client
Whalebone Bay

Our Work
Brand Identity
Logo Design
Packaging
Point of Sale

Region
Global

UP WE GO

Casa Gusto

Our client’s father had travelled throughout Italy in his youth following the circus, discovering a range of quality products along the way.

These products and the memory of the circus were used to bring the brand to life.

Each product features a different character or animal somehow interacting with the ingredients. Simple colour changes are made for different categories of products and the typography follows a simplistic circus poster style from the 50s.

The packaging was such a success many of Casa Gusto’s customers started proudly stacking their ingredients front of house instead of hiding them in the kitchen or storeroom.

Casa Gusto

Casa Gusto was struggling to get its product into kitchens as the packaging was seen as inferior.

The challenge was to create packaging for a range of foods imported from Italy for the Australian restaurant and catering market that raised its perceived value and got the sales team a foot in the door.

Client
Casa Gusto

Our Work
Brand Strategy
Brand Identity
Logo Design
Copywriting
Packaging

Region
Australia

UP WE GO

Doyles Lager

Doyles is one of the oldest fishing families in Sydney and that story is brought to life on the beer packaging through a traditional etched illustration that wraps around the bottle.

A coarse dot screen reflects the printing of the era during which Doyles was established, but is modernised through a natural uncoated stock and a heavy high build gloss spot varnish.

Doyles Lager

Doyles is Sydney’s oldest fish and chip restaurant, located in Watsons Bay. As part of a full overhaul where we took the brand back to its early roots, we developed packaging for a new lager. It needed to reflect Doyles’ history of local fishing but also look like a traditional, immediately trustworthy beer.

Client
Doyles

Our Work
Brand Identity
Logo Design
Packaging

Region
Sydney, Australia

UP WE GO

Superfly

Our client was passionate about introducing traditional Sichuan cuisine to a younger Australian audience.

Superfly brings the authentic cooking from these local fly restaurants to a contemporary setting. Adding ‘super’ to fly, there is a juxtaposition of old and new; old recipes in new locations.

We tied this story into Superfly’s identity, infusing traditional Sichuanese imagery with modern printing techniques. Blue was chosen for the brand colour as this style of cooking is thought of by Westerners as being overly spicy rather than complex with flavour.

One of our challenges was to show a new market that this cuisine is approachable. Superfly’s story is brought to life through naming, logo creation, visual identity, signage and packaging.

Superfly

Mouth-watering aromas of Sichuan cuisine fill its bustling streets, as well as the lively buzz of conversation and music from local tea house operas. Look a little closer and you’ll find a “fly restaurant”, where real Sichuanese food comes from – dubbed “fly restaurants” by locals as they are often impossible to find, cramped and outdated, but full of irresistibly flavoursome dishes which make people swarm like flies.

These hole-in-the-wall kitchens with seating that spills onto the alleyways are run by chefs who master authentic Sichuan dishes that embody the soul of Sichuan cooking.

Client
Superfly

Our Work
Brand Identity
Logo Design
Naming
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography Art Direction
Point of Sale

Region
Sydney, Australia

UP WE GO

Ambient

Ambient approached us as a start-up services provider specialising in a broad range of mechanical, technical and building service solutions.

They needed to immediately stand out while looking credible in a competitive market, up against well-established brands.

The identity was applied to stationery, uniforms, the website and vehicles, as well as branded wine that was used to thank customers over the festive season.

“With very little conceptual assistance, The Creative Method were able to transform our small construction business idea into an industry leading brand which we believe has unequivocally contributed to our success. Tony and the team are the best in the business!”

James Barden, Founder & Managing Director, Ambient Services Group

Ambient

When James Barden and Justin Healy decided to leave the comfort of their employment in the building services industry and set up on their own, it was a big move considering the calibre and longevity of the competition.

They are now arguably the premier supplier in the building services space.

Client
Ambient Services Group

Our Work
Brand Strategy
Brand Identity
Copywriting
Stationery
Environmental Graphics
Vehicle Livery
Uniforms
Website
Advertising

Region
New South Wales, Australia

UP WE GO

Henrietta

The brief was simple: something fun, with personality.

Whilst the food has Lebanese roots our task was to make it look as approachable as possible with no reference to its origins.

We developed Henrietta as a character that people could relate to and one that would not date over the years.

The fun retro illustration features a discoverable where the shape of Henrietta’s hair reflects that of a chicken.

“There are a few things that we are certain of when we open a new venue and one of them is that we will use The Creative Method for our branding.

“Not only do we like the work they do, but we love the process from start to finish. It is exciting and the results are always outstanding.

“Tony and his team are a bunch of creative geniuses which is why we always get incredible results, memorable branding and we come back again and again.”

Ibby Moubadder, Restauranteur

Henrietta

Henrietta is the brain child of Ibby Moubadder and Jorge Farah of Nour and Cuckoo Callay fame, who are renowned for creating restaurants with exceptional food and atmosphere.

An opportunity existed to build a brand in the charcoal chicken space, in which there were many players but few doing it in a strongly branded way.

Client
Henrietta

Our Work
Brand Strategy
Brand Identity
Copywriting
Packaging
Illustration
Signage
Environmental Graphics
Customer Experience
Menu Design
Uniform
Website

Region
Surry Hills, Sydney

UP WE GO

Doyles

We gave Doyles a brand extension that focuses on history and heritage, not just aesthetics.

We incorporated typography, graphics and language from the late 1880s to reflect Doyles’ own heritage and solely used the iconic Doyles blue to drive the idea of a fresh, seaside dining experience.

A suite of collateral was created to display in-store and online, including an updated identity, website, packaging, signage, a poster series and newspaper menus.

By working very closely with the interior designers we were able to ensure that the crafted look and feel came through in the dining experience. It was important that multiple touchpoints brought to life the history and heritage in a contemporary way.

Doyles Seafood

Widely known for the best fish ‘n’ chips in Sydney, Doyles on the Beach first opened its doors in 1885, serving seafood freshly caught by hand line.

We were challenged to refresh the iconic Doyles Seafood brand and packaging without forsaking its history and heritage of quality, authentic seaside dining.

Client
Doyles Seafood

Our Work
Brand Identity
Copywriting
Packaging
Signage
Environmental Graphics
Customer Experience
Menu Design
Uniform
Website

Region
Sydney, Australia

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