Sweet FA!

Some new packaging designs I have created are now hitting the shop shelves. It’s always a bit of a thrill to see the designs you have made transformed from work on a computer screen to a real three dimensional thing you hold, touch and feel.

The product is a new range of organic, gluten free and vegan cookies named Sweet FA Gluten Free. It is so named after the initials of their creator Fiona Aitali. Fiona is the ‘Chief Biscuit Engineer’ at Island Bakery. She’s in charge of developing new products and making sure the recipes taste good. When she was diagnosed with Coeliac disease she could no longer try the biscuits she was making for Island Bakery. It made sense for her to develop a gluten free range that she could be proud of and, as it turns out, everyone else can enjoy them too whether or not they are gluten intolerant or vegan.

The design considerations were to appeal to a slightly younger demographic, with a sense of fun. With a name like Sweet FA, the branding couldn’t be too serious! So I went with bright poppy colours, dotty patterns and boldly confident fonts. The coolest thing of all is a nifty ‘drip off varnish’ effect (technical term which is nicer than it sounds!), which gives a spot varnish over the dotty background pattern and some of the other design elements. It’s hard to see in photos but it gives the packs a lovely tactility which adds to the special feel of the packaging.

Sweet FA logo

There are four biscuits in the range: Cranberry & Orange, Double Choc-Chip, Oat & Raisin and Peanut Butter.

You can follow Sweet FA Gluten Free on Facebook or Instagram. There will be a website coming soon but it is still under construction.

Photo credits Ella MacDonald

Creating a new brand identity

I-Dentify Logo Long Format RGB

When Denise Baxter got in touch to say she was launching a new recruitment consultancy business and needed a logo I was very happy to help. As is often the case with Denise, the time frame to make things happen was short. Denise is a bit of a dynamo, and she has rigorous standards. So while I was delighted to have the opportunity, I knew it would be a tough gig!

Denise wanted to make a complete change with her new company and gave me carte blanche to design a logo for her. Previously, she had a very safe corporate colour palette of blue and grey. I knew this didn’t really reflect Denise’s style, because although she is always the consummate professional, she is also a very lively person with a big heart and a wicked sense of humour. I knew she and her new business could rock a bolder look that would be different to the other brands in the market place, without looking totally out of place.

I knew that one of Denise’s favourite colours was raspberry pink. As she was the main asset of the company I wanted the branding to reflect something of her, so I knew I would build it around this colour. This wasn’t a colour that similar enterprises use, so it was a bonus. I teamed this pink with complementary greens and harmonising tones of the same pink.

The main function of the company is to search for candidates to fit job roles. Every potential candidate has a range of skills, strengths and weaknesses, and the perfect person for the job will have a sweet spot where they have a set of  skills which align with what the employer is searching for. The Venn diagram seems to graphically represent this perfectly. Of all the ideas I pitched to Denise, this was the idea that resonated most with her.

There are little dots between the letters of the word IDENTIFY representing a pool of candidates. Most of them are pink with the one between the I and D being green – the perfect candidate who is identified and gets the green light for the job!

In record time, two formats of the new logo were approved and finalised, and put straight into use by Identify HR & Resourcing Solutions Ltd.

I-dentify Logo RGB
Denise and her team wasted no time in applying the logo to their new T-shirts!


Soon Identify had me designing business cards, flyers and some graphics for the new website. Recently, Denise even had a branded sweetie trolley at a trade conference, for which I designed the canopy. The trolley was filled with Pick & Mix sweetie bags in company colours and sealed with little branded stickers that promote their innovative new Pick & Mix recruitment services.






Denise is delighted with her new look and I wish her and her team every success.
You can check out Identify here
Read Denise’s testimonial here