Ah, the big one.

The slightly annoying answer is: it depends.

Refreshing one hero product is not the same beast as repositioning a brand, rebuilding its packaging system and rolling it across a 20-SKU range.

Once I understand what’s actually needed, I’ll give you a clear proposal covering the investment, deliverables and timing. No vague numbers designed to lure you in. No mysterious extras appearing halfway through.

Larger projects can also be structured across agreed stages and payment milestones.

I work with ambitious founders, established FMCG businesses and marketing teams managing busy, growing product portfolios.

Some clients are preparing to pitch to retailers. Others are already sitting on supermarket shelves but have a range that’s become difficult to navigate, inconsistent or unable to stretch any further.

The sweet spot? A genuinely good product, commercial ambition and a business ready to invest in getting the brand and packaging right.

Maybe. Maybe not.

Sometimes the brand is solid and the packaging simply isn’t doing it justice. Sometimes the identity works, but the range has lost the plot. And sometimes growth has exposed deeper problems that need sorting before we touch a single font or colour.

We’ll work out what’s working, what’s getting in the way and where change will have the biggest commercial impact. I won’t sell you a dramatic brand demolition if a clever renovation will do the job.

OH YES.

Ranges have a sneaky habit of growing one SKU at a time. Then suddenly the hierarchy has disappeared, flavours are shouting over each other and every new product creates another design problem.

I’ll help you build a clear packaging system that strengthens the masterbrand, makes the range easier to shop and gives future products somewhere logical to live.

Better for shoppers. Better for retailers. Better for the team managing it.

Absolutely. Collaboration is a big part of how I work.

I regularly work alongside founders, marketing teams, product developers, sales teams, compliance specialists, printers, packaging suppliers and other creative partners.

I’ll lead the strategic and creative process, keep decisions moving and make sure everyone understands what we’re building and why.

Collaborative doesn’t mean design by committee. Nobody needs twelve slightly different opinions about which green feels more premium.

Yep.

For a substantial portfolio, it often makes sense to establish the strategy and master design first, then roll the system across priority products, additional formats or future launches in planned stages.

The clever bit is thinking about the whole range from the beginning. Each stage should contribute to one clear system, not solve today’s problem while quietly creating three more for next year.

It depends on the size and complexity of the project.

A focused packaging refresh may take several weeks. A strategic rebrand involving multiple stakeholders, formats and SKUs will need a more substantial timeline.

Your proposal will include a clear schedule, milestones and approval points. If there’s a retailer presentation, print booking or launch date looming, tell me early.

Packaging timelines have enough moving parts without surprise deadlines joining the party.

Whatever you’ve got.

Current artwork, dielines, packaging specifications, brand guidelines, SKU lists, research, retailer feedback, old strategy decks, sales information or planned launches. Send it over.

You don’t need to arrive with a beautifully organised brief tied up with a bow. I’ll review what exists, spot the gaps and ask the questions needed to get us moving with clarity.

Yes.

I don’t design a beautiful pack and then wave goodbye while you figure out how to manufacture the thing.

I can work directly with your printers and packaging suppliers, prepare production-ready finished artwork and manage the technical details needed to move an approved design into production.

When specialist Australian labelling compliance is required, I also work with trusted experts who can review your content and claims.

Because discovering a problem after 20,000 pouches have been printed is nobody’s idea of a fun afternoon.

Yes. You’ll work directly with me throughout the whole process.

You get more than 25 years of senior brand and packaging experience without being passed through layers of account management or handed over to someone else once the project begins.

I bring in trusted specialists when the work calls for them, but I stay closely involved and accountable from our first conversation through to final production.

Big-agency thinking. Direct access. Far fewer layers.