Building a brand is about creating a cohesive visual language that connects with an audience and scales effortlessly across different mediums. My approach to identity design is rooted in commercial clarity—developing thoughtful typography, distinct colour systems, and functional assets that serve a clear strategic purpose. From establishing brand guidelines to rolling out integrated assets, I focus on delivering clean, enduring identities that align perfectly with business objectives.
DELI+ Brand Identity & Campaign Launch
The Brief: To concept, design, and strategically launch DELI+—a dedicated, high-protein product range within the DELI LITES family. The objective was to address an expanding consumer demand for functional, on-the-go nutrition across Ireland and the UK without sacrificing artisan quality or altering the core master-brand identity.
The Approach: Developed a bold, modern, and clean visual language centred around a prominent plus-symbol brand mark and high-contrast colour blocking for maximum shelf impact. To shift consumer perception from simple sandwiches to high-performance fuel, I directed an uncluttered, high-impact packaging layout that positions macro-nutrients (such as 33g protein counts) at the absolute forefront. This visual identity was seamlessly translated into an integrated campaign rollout—encompassing everything from lifestyle launch videos and Mailchimp commercial order forms to regional out-of-home (OOH) bus shelters and point-of-sale shelf activations.
The Deliverables: End-to-End Visual Identity & Brand Systems, Structural Packaging Design, Creative Campaign Direction, Point-of-Sale (POS) Design, and Out-of-Home (OOH) Marketing Assets.
The Website | Designed Delilites.com
The Hero Products
Food-On-The-Move
High Protein Breakfast Pots
The Strategic Foundation
