Food & Beverage projects

A successful meal prep company approached idX with plans to expand from its established online business into a network of physical retail stores. I was involved from the early strategic stages, researching the market, developing naming options and exploring creative routes to establish a new brand identity for the business.

The project grew into a complete brand and environmental design programme. I developed the visual identity and then translated it into the physical retail experience, considering how customers would move through and interact with the space. This included developing the store narrative, wayfinding and signage, alongside packaging, POS, marketing materials, posters, environmental graphics and bespoke illustration.

The result was a cohesive brand experience designed to work seamlessly across digital, physical and customer-facing touchpoints.

I created the brand identity and packaging for FREDA, developing a bold and playful visual language for this contemporary pink gin brand. The identity combines expressive typography, vibrant colour and distinctive graphic forms across the bottle, stationery and digital touchpoints, creating a cohesive and memorable brand presence.

'That's Pretty Neat'

Commissioned by Jameson, I developed the creative concept, copy and artwork for promotional materials celebrating Fadó Irish Pub’s 20th anniversary. The illustrated design brought together Jameson and Fadó’s visual identities with playful, celebratory messaging, creating a distinctive piece for the anniversary campaign.

For Foxglove Cocktail Co., I created the branding from the ground up, designing a complete visual ecosystem that brings personality, craft and storytelling to the forefront. From the logo and core identity to bespoke illustrations, hand lettering and a custom typeface, every element was designed to feel distinctive, expressive and unmistakably Foxglove.

The brand extends across hand-drawn patterns that wrap the products, creating a rich, tactile presence on shelf, and a much-loved character that acts as the heart of the brand. Together, these elements form a cohesive, memorable world that customers connect with emotionally, helping Foxglove stand out in a crowded FMCG space and building a brand people recognise, remember and return to.

For Larkin’s Brewing Co., I art directed and illustrated a suite of beer labels, each built around its own distinct character and story. Working from just the beer name, I led the creative process from initial sketches and mood boards through to the final hand-drawn artwork.

Alongside the labels, I extended the visual world across posters, beer mats, merchandise, van decal artwork, beer tap fisheyes, leaflets and fridge decals, ensuring each touchpoint felt cohesive and recognisably Larkin’s. Each label features bespoke illustration alongside custom typography and hand lettering, giving every beer its own personality while sitting confidently within a unified brand system.

Each label features bespoke illustration alongside custom typography and hand lettering, designed to give every beer its own personality while still sitting cohesively within the wider range. The result is a collection of labels that feel expressive, memorable and unique.

For this project Larkin's Brewing Co. asked me to create a label for a Pale Ale called 'Lore'. I conceptualised solutions and personalities for this beer. Larkin's then chose their desired personality for the product and I created the final artwork.

For the Hustler Pale Ale project with Larkin's Brewing Co., I provided comprehensive art direction, concept development, illustration, hand lettering, and design to create a distinctive beer label. After presenting multiple personality concepts, Larkin's selected their preferred approach, which I refined into the final artwork, showcasing a tailored branding solution that aligns with their product’s identity.

For the Curious Society project, Larkin's Brewing Co. commissioned me to develop a distinctive label for their Pilsner, where I led the art direction, concept development, design, illustration, and hand lettering. After presenting multiple personality concepts, Larkin's selected their preferred direction, enabling me to craft the final artwork that embodies the beer’s unique character.