Identity-driven
Brand & Packaging
Identity-driven
Brand & Packaging
Branding
Campaign
Marketing
Signage
Led the visual development for a premium Club Cheddar range, ensuring the new identity aligned with the brand’s strategic expansion.
Led the visual development for a premium Club Cheddar range, ensuring the new identity aligned with the brand’s strategic expansion.
Identity-driven
Brand & Packaging
Branding
Campaign
Marketing
Signage
Led the visual development for a premium Club Cheddar range, ensuring the new identity aligned with the brand’s strategic expansion.
Visual Identity & Concept
The design uses a vibrant, layered approach to reflect the product’s Full flavour and Crumbly texture. By combining bold graphics with clean typography, the identity ensures consistent visual quality across large-scale exhibitions and retail packaging.
Visual Identity & Concept
The design uses a vibrant, layered approach to reflect the product’s Full flavour and Crumbly texture. By combining bold graphics with clean typography, the identity ensures consistent visual quality across large-scale exhibitions and retail packaging.
Challenge 1: Rapid Production
Under a fast-tracked timeline, I captured initial photography and developed the trade presenter for immediate sales. The design combined a bold palette with timber-inspired elements to ensure visual impact despite the urgent delivery.
Challenge 1: Rapid Production
Under a fast-tracked timeline, I captured initial photography and developed the trade presenter for immediate sales. The design combined a bold palette with timber-inspired elements to ensure visual impact despite the urgent delivery.
Challenge 2: Visual Enhancement
While the professional photography for the IGA promotion was high-quality, it lacked the brand's high-impact energy. I combined vibrant graphics and bold typography to ensure the visual intensity stood out within a competitive retail environment.
Challenge 2: Visual Enhancement
While the professional photography for the IGA promotion was high-quality, it lacked the brand's high-impact energy. I combined vibrant graphics and bold typography to ensure the visual intensity stood out within a competitive retail environment.
Visual Strategy & Art Direction
Inspired by colour-coding, I defined the visual direction to differentiate from competitors. I moved away from soft styles to a bold, high-contrast identity. By providing clear mood boards and styling guides, I ensured the professional photography aligned with the graphic system.
Visual Strategy & Art Direction
Inspired by colour-coding, I defined the visual direction to differentiate from competitors. I moved away from soft styles to a bold, high-contrast identity. By providing clear mood boards and styling guides, I ensured the professional photography aligned with the graphic system.
Impact & Results
This visual strategy successfully launched at the Good Food & Wine Show and across Costco’s Christmas packaging, receiving exceptional feedback for its bold, vibrant representation of the product’s bursting flavour and distinctive character.
Impact & Results
This visual strategy successfully launched at the Good Food & Wine Show and across Costco’s Christmas packaging, receiving exceptional feedback for its bold, vibrant representation of the product’s bursting flavour and distinctive character.
New Range Development
I led the creative concept for the new Truffle range in collaboration with the agency and finalised all artwork in-house. By layering truffle oil and herb imagery, I developed a high-impact identity and managed the final proofing for production.
New Range Development
I led the creative concept for the new Truffle range in collaboration with the agency and finalised all artwork in-house. By layering truffle oil and herb imagery, I developed a high-impact identity and managed the final proofing for production.
Visual Identity & Concept
The design uses a vibrant, layered approach to reflect the product’s Full flavour and Crumbly texture. By combining bold graphics with clean typography, the identity ensures consistent visual quality across large-scale exhibitions and retail packaging.
Challenge 1: Rapid Production
Under a fast-tracked timeline, I captured initial photography and developed the trade presenter for immediate sales. The design combined a bold palette with timber-inspired elements to ensure visual impact despite the urgent delivery.
Challenge 2: Visual Enhancement
While the professional photography for the IGA promotion was high-quality, it lacked the brand's high-impact energy. I combined vibrant graphics and bold typography to ensure the visual intensity stood out within a competitive retail environment.
Visual Strategy & Art Direction
Inspired by colour-coding, I defined the visual direction to differentiate from competitors. I moved away from soft styles to a bold, high-contrast identity. By providing clear mood boards and styling guides, I ensured the professional photography aligned with the graphic system.
Impact & Results
This visual strategy successfully launched at the Good Food & Wine Show and across Costco’s Christmas packaging, receiving exceptional feedback for its bold, vibrant representation of the product’s bursting flavour and distinctive character.
New Range Development
I led the creative concept for the new Truffle range in collaboration with the agency and finalised all artwork in-house. By layering truffle oil and herb imagery, I developed a high-impact identity and managed the final proofing for production.
Projects
Other works
Projects
Other works
Projects
Other works
Contact
Work with me
I take the time to understand your goals and translate them into clear, effective visual outcomes that actually work.
You can contact me at:
Hayley.Lee.Graphic@gmail.com
Based in
★ Perth, WA
24 Sandra Way, Rossmoyne WA 6148
0420 925 357
Contact
Work with me
I take the time to understand your goals and translate them into clear, effective visual outcomes that actually work.
You can contact me at:
Hayley.Lee.Graphic@gmail.com
Based in
★ Perth, WA
24 Sandra Way, Rossmoyne WA 6148
0420 925 357
Contact
Work with me
I take the time to understand your goals and translate them into clear, effective visual outcomes that actually work.
You can contact me at:
Hayley.Lee.Graphic@gmail.com
Based in
★ Perth, WA
24 Sandra Way, Rossmoyne
0420 925 357