[MEL21]

Key Dates

18 Mar 2021 -Launch Deadline
15 Apr 2021 -Standard
01 Jul 2021 -Final Deadline
08 Jul 2021 -Judging
15 Jul 2021 -Winners Announced
10 Aug 2021 -presentation
Tuesday, 02 December 2025 04:50 local time

Arnott's Brandbook

Campbell Arnott's / The Edison Agency | Graphic Design - Identity and Branding - Lifestyle


 
Image Credit :



Project Commissioner

Campbell Arnott's

Project Creator

The Edison Agency

Project Overview

A beloved Australian icon, re-imagined. Defining the personality and visual language of the iconic Australian brand - Arnott's, making sense of a brand purpose and establishing a contemporary foundation for the future.

Team

Amber Bonney - Head of Strategy Brian Rodrigo Llagas - Design Director Mathew Symons, Natalie Tuke - Illustrators Stephen Wren - Group Account Director Liz Archer-Fisher - Senior Account Manager Matt O'Connor - Senior Creative Artworker

Project Brief

The Edison Agency were engaged by Arnott’s to help define and bring to life an identity system that reflected their brand vision - “Nurture more moments of real connection”, establishing a clear vision and tonal position for the future.

Shaping an iconic Australian brand, whilst celebrating the Arnott’s origin story and the tenacity and warmth that underpins their purpose “to nurture more moments of real connection”.

Project Innovation/Need

A personality and visual language system defined within a printed and digital brand book designed to reflect the energy, emotion and spirit of the Arnott’s brand. This book is a celebration of an iconic Australian brand - the Arnott’s origin story and the tenacity and warmth that underpins their purpose “to nurture more moments of real connection”.

The bespoke hand-drawn illustrations capture the evocative emotional sentiment of a brand that has become an integral part of the fabric of Australian life for well over 100 years! This book is as much a cultural rally cry as it is a business tool - giving credence to the importance and commitment
of Arnott’s and its role in Australian culture for generations to come.

Design Challenge

• Unpacking the cultural and historical record of an iconic Australian brand to ensure the relevant historical truth wasn’t lost when looking to the future

• Evaluating the existing communications and expressions of the “Real Connections” platform across all touchpoints (communications and packaging) to ensure a cohesive design and brand voice system

• Defining a personality and tonality system that felt true to the heritage and values of a beloved brand, but with greater flex to embrace the true meaning behind “Real Connections” and setting up future success.

Effectiveness

Our personality system is designed to act as the foundation for all branding related decisions (sponsorship alignment, masterbrand comms etc) ongoing and acts as the Arnott's brand bible.

The new visual language system has been brought to life across animated foyer screens within Arnott's HQ, and acts as the lead imagery across all internal Arnott's collateral - bringing the Arnott's energy and vibrancy to life across all facets of the business.


Graphic Design - Identity and Branding - Lifestyle

This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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