Dewfresh is one of Bidfood Australia’s private label brands and one of several I was selected to revitalise as part of a broader brand refresh initiative.

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The objective was to modernise an outdated identity while retaining key recognisable elements, including the sun motif and established colour palette. I led the creative direction with support from the team and senior designer, developing the brand’s visual language, personality, and overall aesthetic from concept through to final execution. My approach was driven by independent research, ensuring the refreshed identity felt contemporary while remaining true to the brand’s foundations.

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Below are snippets from Bidfood Australia Dewfresh Brand Guidelines of the final design I developed.