Koko Black / Mother's Day

Art direction and design for the 2015 Kids Spring campaign. The campaign was executed across all physical and digital touch points, including a 16 page fold out catalogue.

As the creative lead in repositioning Country Road's denim offering, I developed a new sub-brand to enhance the product range. Applications included the design of all ticketing and labelling, fit guides, marketing collateral and VM execution.

To celebrate the launch of David Jones’ AW19 Campaign 'The Art of Living', MONA played host to an immersive two-day media launch. The collateral was designed in collaboration with Melbourne artist, ‘Spenceroni’, to create a strong injection of colourful graphics that featured throughout all physical and digital touch points.

Located in Melbourne’s curious and iconic Nicholas Building, Luccello supplies vintage haberdashery and fancy goods. Working as a freelance brand and design consultant, I created the brand identity and packaging design for a huge amount of bountiful bits and bobs.

To celebrate the launch of Country Road’s back-to-work collection, I led the internal creative team to deliver the 2017 WORK/LIFE campaign. Deliverables included the creative direction and design execution of all physical and digital communications.

Naturally Extraordinary was a bold and expressive Mother’s Day campaign for Koko Black, celebrating the individuality of motherhood through vibrant packaging, illustration and copywriting. The playful abstract graphics captured the bold, unexpected flavours of Koko Black’s handcrafted pralines, creating a premium 360 campaign experience across packaging, retail and digital touchpoints.

Celebrating Australia through a playful, design-led lens, the Koko Black Critters collection was created to capture the charm of our native wildlife and landscapes in a series of collectable pencil tins. Building on the existing Critters family, the concept evolved into a distinctly Australian gifting proposition — blending storytelling, illustration and product design to reflect the brand’s heritage and connection to local ingredients. Each tin represents an iconic Australian setting — beach, outback and billabong — brought to life through rich, layered illustrations and vibrant colour palettes. Together, they form a cohesive series designed to be collected, gifted and repurposed by kids long after the chocolate is gone.

Taking inspiration from The Australian Outback, the entire Kmart Home Fragrance collection was re-imagined. The range gained enormous success, including reed diffusers, soy candles, essential oils with new fragrance profiles, packaging design and product naming.