Sukin Rebrand

Challenge:
BWX engaged us to evolve the Sukin brand and strategy, building on its strong foundation in Australian Naturals while addressing several emerging challenges. As the brand's product portfolio grew, it faced increasing pressure on shelf clarity, differentiation, and consistency. The goal was to strengthen shopability across categories and create more distinctive, ownable brand codes that could support future growth and improve consumer navigation.

Approach:
Our process began with in-depth research, including in-store audits, stakeholder workshops, and consumer testing, to identify opportunities and pressure points. From there, we refined the brand strategy to sharpen its positioning around Australian Naturals, ensuring it felt both authentic and contemporary. We then translated this into a refreshed visual identity and packaging system, introducing stronger brand presence, clearer hierarchy, and refined visual codes that balanced consistency with flexibility across sub-ranges. Key design moves focused on improving navigation, reinforcing brand recall, and enhancing shelf standout in a competitive retail environment.

Outcome:
The evolved brand and packaging system provided Sukin with greater clarity and a more unified identity across its diverse range. It supported improved shopability, reinforced the brand’s natural credentials, and laid a foundation for future innovation and expansion.