Comvita | True

Natural, medical, cultural. Time spent exploring the benefits of Manuka Honey, equity, category, country, target, market, range, patience and perseverance.

Methodry Design Thinking | Methodry

I've often been the guy at the end visualising the results of all the research & workshops. The storyboard of use by the who and how it all works as well as visualising the what. Those results work better when I've travelled the journey and sat with the family in a Sydney suburb talking to them before going through their pantry to confirm the reality. The why I find the most interesting. Many of the tools used on such projects are in this eBook that Nathan (Methodry) wrote. It's a useful tool full of useful tools. I can't recommend it highly enough, but I'm biased. Good Design Awards Australia agree.

Atomic Coffee Roasters | with Nathan Baird

Atomic Coffee had originally found fame as an iconic Ponsonby Cafe hosting gigs, but after a couple of decades the gloss had become somewhat worn. After observing, talking with, and being staff, competition and consumers none of the truly rockstar capability and philosophy was being expressed internally or externally. On that thought, the identity was rebuilt to match the existing rockstar culture within. The logo was based on guitars and amplifiers. The cups screamed like a frontman telling all within eyeshot there was an Atomic cafe near by. Bags took their cues from beer rondels in an espresso-head sort of way and variant colours were inspired from early 60s Muscle cars.

Les Mills International | with Nathan Baird. Product design by 4ormfunction.

As part of the innovation team creating a better experience for the LMI Pump classes, I spoke with and learnt how gym owners made the most of the space they had and the equipment taking up that space. Weight equipment was expensive in terms of cost of product and use of floor space. Excercise classes were the main income producer of their businesses by a significant margin. I then both joined in and watched the classes. Like any class, all the smart kids were up the front, and all the naughty kids were in the back row (mainly watching the smart kids bending down).

Amongst these strengths and weaknesses of a varied group, one thing held together all the awkward moments. There was a scramble and battle for the weights a participant needed, and an aggressive declaration of the floor space to use them in. There was a repetition of equipment required and a difficulty of adjustment that defined how much space one needed to occupy, and time between sets. The clear requirement was a bespoke weight system designed to match the needs of the class. So a design brief was written.


As a brand Smokai is about battles won and trophys taken. It’s about hunting out the good food, using sharp tools, starting fires, and recounting the effort while you stand with your mates around the bbq, the story growing with the flavour until both become the stuff legends are made of.

As a product it is a hot and cold food smoker and range of smoking woods. As a culture it sits within a true passion for both the act of smoking but also how you got what you are smoking - the fly-fishing, the hunting, the diving - or the legend of it - and reliving all the best moments.

Graphics-wise, on reviewing the category, I felt our main audience wasn't ready to accept anything (shall we say) a Ponsonby local would. But a Ponsonby local would accept this when confronted with such an immature category.

A brand close to my heart when I have an annual fly-fishing ritual with long-term friends. We create memories that grow every year - in our minds & hearts.

Harvest Cider

Harvest shows the hand crafted tradition of Gisbornes finest, and one of New Zealands oldest amongst the flood of new cider makers. For those who appreciate the originals and the authentics, the cues of a more unprocessed product reigns with Gisbornes sun as the quality mark of the regions beautiful purity.

Design Thinking Resources | for Nathan Baird

Designing the tools for how great organisations think forms a very strong pillar for an innovative culture. For a designer interested in the content it is a joy.

Cookie Time | for Dow Design

There is nothing like a big cookie to bring a smile to your face, but one does need to have the appetite to match such greatness.

Alvin Infant Formula | for Dow Design

Many kiwi produced baby formulas enter the chinese market as a tourism brochure of how beautiful New Zealand is. Alvin was designed to fit in New Zealand first, allowing nature and growth for Alvin to be styled for us. It presents each stage as part of a wider pattern, and the nature of science as part of that pattern. Each blossoming flower a cog driving a greater system. Nature’s science feeling at home in your nursery while sitting on your kitchen bench.

Thomas & Rose | for Brother Design

Before we had pharmacies, we had apothecarists who crafted concoctions both weird and wonderful. In the fine heritage of magnificent elixers and beautiful partnerships we have Mr Thomas, the curious scientist with a penchant for experiments, and Miss Rose, who tells Mr Thomas when he’s on to a winner. The collection of experiments is continuous, and each success a work of art.

Logo Design | for various

The simplest mark to group an organisation and present itself to customers and competition.

When to lead and what to follow | for various

From many varied and wonderful projects comes the undertanding some need to break the rules and some need to follow them. Be recognised for the category, or be the disruptor. Stand out, but be rejected. Money needs to look and feel like money, or you don't trust it, and everything is always fluid.