Jim and Tonic are a London-based distillery who also operate cocktail bars and events. The company has grown significantly since 2016 when it started as a mobile gin van. As Jim and Tonic expanded into multiple products, venues and business lines, the company’s branding had become out-dated, diluted and in need of an overhaul to truly reflect the company, target customer base and brand positioning. Will enabled Jim and Tonic visualise their future across multiple channels, with the ambition to catapult them forward as a loved, admired and recognisable brand in the UK gin and spirits market.

Superlove is an adventurous brand for adventurous kids. They take the very best from mother nature and turn it into perfect little garments that look the bees knees on little ones aged 0-6 years. A completely blank canvas branding project - Will took Superlove through a complete brand consultancy process including collaborative naming and exploratory design. Followed by a full roll out across all touch points.

Three years on from Superlove’s launch, Will continues to guide Superlove in all creative decisions and has been integral in positioning them as a design led cult British brand  - winning multiple awards and garnering industry and consumer accolades for their branding and packaging.

A full rebrand for one of the UK's leading craft breweries. The primary objective was to streamline the core beers into a clear family architecture. Web, print, packaging & signage projects followed with a single consistent brand message. The talented brew team at Hawkshead are prolific in their creation of new and limited edition brews - each one imbued with a unique character so Will's creative juices are kept flowing as fast as the beers themselves. 

Cascade is an iconic Australian brand with a strong heritage centred on the purity of Tasmanian water. Will retained the concept of purity whilst expanding the design to incorporate the mystery, intrigue and wild remoteness of the region. Getting the right illustration was key to the success of the project, and working closely with the renowned Chris Mitchell of epicicons ensured the authenticity of the key Tasmanian tiger image. 

Project undertaken for Landor Associates

One surfer, one scientist. Two mates, dedicated in the search for the perfect elixir for late shakers and early wakers. What they discovered was an ancient natural probiotic tea that keeps your body in balance and your mind alive.

Jake and Brandon have been best friends since their university days. They share a passion for science and a love for fermenting healthy foods. Their shared interests, good sense of humour, a love for the outdoors, and a Kiwi spirit, have brought them together as brothers.

The Hecks have a proud tradition in the art of butchery. It started in the 1850s as a butchery and restaurant in the southern German town of Diedesheim. Ever since, the family have developed new and perfected traditional German sausage recipes and handed them down from generation to generation. Will chose to develop a packaging system that reflected the family roots in a fashion that would engage today’s consumers.

The story of Crabbie’s began in Edinburgh, 1801 when Miller Crabbie became the father of a young boy – John Crabbie. Born into a thriving grocery and spirit merchant family business in one of the poorest and heavily industrialised areas of Edinburgh, John Crabbie went on to found John Crabbie & Co, and capitalised on the nearby port of Leith, providing him access to ingredients from all over the world.

In the 19th Century, John Crabbie headed to the far east to source only the finest ginger; the same ginger that’s used today in our Alcoholic Ginger Beer. It was while sourcing these ingredients on his travels that John encountered his first elephant and immediately fell in love with the noble beasts, hence the elephant emblem that remains on our packaging to this day.

Will was tasked with bringing ‘craft beer cool’ to the limited edition range, whilst maintaining the trust and tradition imbued within the brand.

A full rebranding programme for one of the UK's most awarded artisan bakeries. Working closely with Patrick, the owner, baker and founder of More?, to bring his baking vision to life in a visual and verbal brand experience.

See more of Will's work at More? Artisan Bakery

Every summer Coca Cola New Zealand launch a series of limited edition cans to celebrate the good times ahead for kiwis in their teens & twenties. The objective was that the packaging had to work in line with the TV campaign, which revolved around the idea of 'Wharf Bombing'; the instant refreshment brought on by jumping into cool Kiwi waters on a hot summers day. 

As with all Coke branding, packs needed to retain the iconic brand essence, whilst inspiring the target market in a clever, yet accessible format. Making a clear statement about fashion & individualism, whilst maintaining the Coke visual impact.

A major branding and packaging project for Speight’s and their newly extended range. A New Zealand icon with a nationwide fan base, Speight’s Gold Medal Ale is the country’s most popular beer. To continue that reign it was key to ensure the brand design was progressive whilst respecting heritage and retaining true authenticity and character

Typography by Will and Philip Kelly

Project undertaken for Dow Design

Gas Industry Co is the industry body that works alongside industry and government to co-regulate gas. We oversee gas governance, facilitate gas markets and provide trusted advice through the energy transition.

One of Britain's oldest and most loved flour mills had fallen on hard times. Left behind by newer and hungrier brands, Carr's realised that they had the most engaging story out there - it simply needed to be told.

Winner of the 2014 Packaging Design Award at the prestigious Marketing Design Awards.

Project undertaken for Nicepond