Premium food retail expansion
Retail Identity · Packaging · Environmental Design
One food brand. Every touchpoint.
My work for The Herdsman covered the full retail experience, including packaging, interiors, uniforms, advertising and in-store messages. The goal was simple: wherever customers met the brand, it should feel like the same place.
- My role
- Retail brand and experience direction
Experience logic
How the space was organised around the visitor.
The visitor problem
The established fresh-food brand was expanding to a new location. Every new piece needed to feel connected, from a jar label to the checkout area, without flattening the character of the original business.
Journey and hierarchy
I developed one visual language that could move naturally from packaging and staff uniforms to advertising, interiors and signs. The applications changed, but the tone and identity stayed consistent.
What shaped the environment
Retail graphics, packaging, environmental applications and campaign materials for the Perth expansion.
What the design changed
The new location gained a joined-up brand experience across the products, space, staff and customer communications.
3 more views from the project
See the experience in use.
