http://www.fluid.com.au Fluid Tue, 04 Dec 2012 00:12:32 +0000 http://www.fluid.com.au en http://www.fluid.com.au/Environmental http://www.fluid.com.au/following/fluid.com.au/Environmental Tue, 04 Dec 2012 00:12:32 +0000 Fluid 3108237 Environmental/ <img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_1_o.jpg" data-mid="24174545" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_2_o.jpg" data-mid="24174547" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_9.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_9_o.jpg" data-mid="24174965" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_3_o.jpg" data-mid="24174548" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_4_o.jpg" data-mid="24174550" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_5_o.jpg" data-mid="24174551" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_6_o.jpg" data-mid="24174553" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SC_Walk_640px_509px_7_o.jpg" data-mid="24174556" border="0" align="left"/>Surfcoast Walk/ Surfcoast Shire and Great Ocean Road Coast Committee briefed us to create the master brand for the walk and interpretative and wayfinding signage for the 44km long walk. There were close to 100 wayfinding signs produced as well as large scale interpretive signs including the history of the area. <img src="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_1_o.jpg" data-mid="24174824" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_5_o.jpg" data-mid="24213441" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_4_o.jpg" data-mid="24213437" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_2_o.jpg" data-mid="24174826" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108237/SplitPoint_640px_509px_3_o.jpg" data-mid="24175325" border="0" align="left"/>Split Point/ text here. Environmental/ Surfcoast Walk/ Surfcoast Shire and Great Ocean Road Coast Committee briefed us to create the master brand for the walk and interpretative and... http://www.fluid.com.au/Wine http://www.fluid.com.au/following/fluid.com.au/Wine Thu, 28 Jun 2012 19:39:48 +0000 Fluid 3107223 Wine/ <img src="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px_o.jpg" data-mid="17267070" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px3.2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px3.2_o.jpg" data-mid="17267813" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px2_o.jpg" data-mid="17267071" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/FICKLE_640px_509px4_o.jpg" data-mid="18559968" border="0" align="left"/>Fickle Mistress/ Treasury Wine Estates (TWE) briefed Fluid to create a first-to-world brand execution and packaging design for a new Pinot Noir wine from the renowned region of Central Otago in New Zealand. The brief required Fluid to consider different brand names and design options.The collaboration between Fluid and TWE was seamless: from the initial research and conceptual development stage through to execution; solid communication between account service to the creative team; and the transposing of brand assets to bring to life the brand through point-of-sale. Feedback was consistently well-addressed, well thought out and true to the brand positioning. The Fickle Mistress brand was born, which clearly articulated the intricacies pertaining to the sensitive Pinot Noir grape varietal and was representative of the trend toward more quirky and non-traditional naming conventions for wine. We developed an engaging brand story that gave drinkers a real reason to believe in the authenticity and quality of the wine. Feedback from within TWE and the trade to date has been positive and the client has great expectations for this product as it begins to gain traction. <img src="http://payload40.cargocollective.com/1/5/173564/3107223/Pages-from-Balgownie_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Pages-from-Balgownie_640px_509px_o.jpg" data-mid="19042875" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px44.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px44_o.jpg" data-mid="18974350" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px3_o.jpg" data-mid="17267115" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Balgownie_640px_509px4_o.jpg" data-mid="18559947" border="0" align="left"/>Balgownie Estate/ Established by Stuart Anderson in 1969, Balgownie Estate was the first vineyard planted in the Bendigo district in more than 80 years. Working with our client we created wine labels for their vintage sparkling shiraz as well as their non-vintage brut and rosé. Our brief was to retain their traditional cursive brand script while injecting a more prestigious festive look. We started by creating a unique Celtic-inspired circular pattern and used a range of print techniques, including high-build varnishes, foils and metallic inks to create the premium look and feel. The end result: a family of great-looking sparkling bottles, ready for any celebration. <img src="http://payload40.cargocollective.com/1/5/173564/3107223/ables_001.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/ables_001_o.jpg" data-mid="17267099" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/ables_002.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/ables_002_o.jpg" data-mid="17267100" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/ables_003.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/ables_003_o.jpg" data-mid="17267102" border="0" align="left"/>Abels Tempest/ Abel's Tempest is a range of fresh, stylish and accessible wines made entirely with parcels of premium Tasmanian fruit. Winemaker Anna Pooley created these wines to provide a tasting adventure for those looking to explore the varietal characteristics and regional flavours of Tasmania's fine wine regions. The wine range is named for 17th century explorer Abel Tasman whose many attempts to land on Tasmania were thwarted by violent tempests. These same winds have created an ideal cool climate in which Tasmania's vineyards thrive – making Tasmania the premier cool climate region of Australia. “Fluid was engaged to create a deluxe suite of POS material and trade marketing material for the 2009 sparkling chardonnay pinot noir. This included trade presenter, gift box, posters, tent card and fridge decals. Our brief was to leverage from the new look label design and bring this visually to life on the marketing material,” explains Clifton Daniell – Creative Director. “Using the same metallic colour palette of ocean blue, silver and white we were able to build a dynamic suite. We further enhanced these with a custom UV varnish and spot metallic treatment. Our client was delighted with the result.” <img src="http://payload40.cargocollective.com/1/5/173564/3107223/LeoBuring_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/LeoBuring_640px_509px_Page_1_o.jpg" data-mid="18974581" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/LeoBuring_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/LeoBuring_640px_509px_Page_2_o.jpg" data-mid="18974586" border="0" align="left"/>Leo Buring/ Acclaimed wine critic and judge, James Halliday, once described Leo Buring as, “the greatest maker of Rhine Riesling in Australia” and “Australia’s foremost producer of Rieslings over a 30-year period.” The goal of Leo Buring is a very simple one: to make the best Riesling in Australia. Fluid was engaged to create a deluxe trade presenter for the Leo Buring 2008 Riesling release. Our client desired a unique look that stood out from the competition and cut-through the competitive wine segment. The piece had to reflect the high-end boutique reputation of Leo Buring as the premium choice in Australian Riesling. We began by identifying options for displaying the product in a unique way, settling on a 6pp roll-fold format that revealed the new vintage release as readers delved into the piece. Using customised typography and a simple black white and gold colour palette, we reflected the understated elegance of the bottle label. A unique typographic proposition “Sometimes, great vintages make you break the rules” invites further exploration and builds intrigue. Printing on textured paper stock further supported the premium proposition and created a brand execution that delighted our client. <img src="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_2_o.jpg" data-mid="18975099" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_3_o.jpg" data-mid="18975101" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_2_17.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Saltram_640px_509px_Page_2_17_o.jpg" data-mid="18975103" border="0" align="left"/>Saltram of Barossa/ William Salter was one of the first to purchase land in the newly opened land survey known as the Barossa Valley. Saltram draws fruit from its own 45-hectare Saltram Vineyard and from other vineyards spread over the cooler hills of the Eden Valley to the warmer areas across the valley floor. Fluid was engaged to create a deluxe trade presenter for the 2008 family of wine brand release. The piece needed to present a premium, understated image that heralded the arrival of the forthcoming wine release. We responded with an A4 4pp format with an elegant typographic cover statement in a custom gold foil stamp along with an understated lithographic style line etching illustration of the historic Saltram homestead. The five brands in the Saltram stable of wines are listed at the base of the front cover. All relevant facts on the wine’s release, such as tasting notes, price, and label and bottle details are included inside the piece. Fast facts are integrated on the back, completing the communication. Our client was delighted with the result and how the piece delivered a clear, contemporary product proposition for a brand anchored in tradition. <img src="http://payload40.cargocollective.com/1/5/173564/3107223/Bannockburn_WebSlides_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Bannockburn_WebSlides_640px_509px_Page_3_o.jpg" data-mid="18975298" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/Bannockburn_WebSlides_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/Bannockburn_WebSlides_640px_509px_Page_1_o.jpg" data-mid="18975309" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107223/BAN_Postcards_set_LR.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107223/BAN_Postcards_set_LR_o.jpg" data-mid="19043561" border="0" align="left"/>Bannockburn/ Stuart Hooper established Bannockburn Vineyards in 1974 with a vision to create a vineyard producing Australian wine of a quality to emulate the great wines of France, in particular the great burgundies. Stuart Hooper had a strong belief in making wines which genuinely reflect the flavours of the vineyard. Working with our client, we created material to showcase the vineyard’s purist and uncompromised approach to winemaking. Using earth-toned portrait style photographs of the people who make up the vineyard we conveyed Stuart’s passion of “staying true to the vineyards terroir”. Fluid interpreted this passion, bringing it to life on paper by capturing aspects of a day in the life of the vineyard. Featuring stunning professional photography we interweaved the story of the people into a unique portrayal of their wine-craft. “To taste a Bannockburn wine is a pleasure beyond measure,” explains Clifton Daniell – Creative Director. “Spending the day at the vineyard, with Michael, Sally and Phillip while we captured the experience pictorially was terrific. The highlight was Michael opening a 30-year-old bottle of their renowned SRH chardonnay. I have never tasted anything like it since that day.” Wine/ Fickle Mistress/ Treasury Wine Estates (TWE) briefed Fluid to create a first-to-world brand execution and packaging design for a new Pinot Noir wine from... http://www.fluid.com.au/Spirits http://www.fluid.com.au/following/fluid.com.au/Spirits Thu, 28 Jun 2012 19:39:10 +0000 Fluid 3108184 Spirits/ <img src="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px_o.jpg" data-mid="17266966" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px5_o.jpg" data-mid="17266967" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px8.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/KAR_640px_509px8_o.jpg" data-mid="17266970" border="0" align="left"/>Karloff Vodka/ Karloff Vodka engaged Fluid to create a new masterbrand design, with consideration to secondary packaging and range extensions. The brief centred on re-badging and dialling up traditional vodka cues to enhance authenticity and bed-in brand equity. Fluid was also tasked with designing the packaging for a new range of 3 x 7% Karloff ready-to-drink (RTD) slimline cans - a entry in the fast-growing RTD segment that needed to leverage from the core “glass”’ proposition. “The Karloff masterbrand communicates a contemporary twist on the heritage look via a modern interpretation of a heraldic graphic coat of arms,” says Fluid Creative Director Clifton Daniell. “The brand device incorporates the traditional Karloff eagle, now with wings extended. The wordmark is centred in bright red surrounded by a steely metallic charcoal diamond holding device. Detail to the coins, crown and eagle adds complexity, credibility and intrinsic badge value.” Karloff RTDs adopt a clean, bold style with a simplified version of the masterbrand extending appeal and amplifying category relevance. “The new label on the vodka bottles perfectly captures the balance between traditional Russian sensibilities and youthful credibility.” Bridie Commerford, Marketing Manager <img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px_o.jpg" data-mid="17266958" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px2_o.jpg" data-mid="17266959" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px3_o.jpg" data-mid="17266961" border="0" align="left"/>{image 7<img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px11.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px11_o.jpg" data-mid="17266965" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px4.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px4_o.png" data-mid="18974108" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px5.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px5_o.png" data-mid="18974111" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px9.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px9_o.png" data-mid="18974117" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px10.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px10_o.png" data-mid="18974119" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px12.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/COUGAR_640px_509px12_o.jpg" data-mid="18560299" border="0" align="left"/>Cougar Bourbon/ Our brief was clear: entrust Cougar Bourbon Whiskey with a more authentic “American Bourbon” visual identity to enable it to play within category codes. According to research, the Cougar icon was considered aggressive and cartoon-like. In response, we commissioned Stuart McLachlan to create an authentic original illustration of the cougar in “scraper board” style. To add credibility, we created a distinctive custom typeface for each of the words “Cougar” and “Bourbon” and a modern iteration of the key product claims including: “aged 5 years”, “distilled in the U.S.A.” and “Cougar Distilling Co.” Combined, they offer a genuine place of origin feel and clearly identify the specific whiskey style: sour mash bourbon whiskey. We complemented the updated Cougar identity with a suite of POS collateral for both by-the-glass and RTD, including posters, price boards, fridge decals, counter cards, fridge strips and wobblers. Cougar is ready and equipped to play. <img src="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px_o.jpg" data-mid="17266954" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px2_o.jpg" data-mid="17266956" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px4_o.jpg" data-mid="17266957" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px62.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px62_o.jpg" data-mid="18560293" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108184/CONTI_640px_509px6_o.jpg" data-mid="18560295" border="0" align="left"/>Continental Liqueurs/ Continental Liqueurs is a range of 16 flavoured alcoholic liqueurs created with premium ingredients to ensure each is authentic in taste and aroma. Fluid was engaged to modernise the Continental Liqueurs brand and packaging, to awaken its personality and endow it with contemporary appeal. Working closely with our client to understand the products’ history and desired market trajectory, we developed a fresh brand and label anatomy to communicate a premium positioning. We reinterpreted the Continental brandmark as an extractable gold badge to denote exceptional quality. Distinctive colour panels express the sixteen various flavours while a custom wallpaper pattern injects personality and detail. To boost bar shelf impact, a newly designed bottle with a distinctive shape and custom embossing delivers very ownable character. Spirits/ Karloff Vodka/ Karloff Vodka engaged Fluid to create a new masterbrand design, with consideration to secondary packaging and range extensions. The brief... http://www.fluid.com.au/Interactive http://www.fluid.com.au/following/fluid.com.au/Interactive Thu, 28 Jun 2012 19:35:31 +0000 Fluid 3108235 Interactive/ <img src="http://payload40.cargocollective.com/1/5/173564/3108235/JAM_640px_509px7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/JAM_640px_509px7_o.jpg" data-mid="17268231" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/JAM_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/JAM_640px_509px2_o.jpg" data-mid="17268682" border="0" align="left"/>Jam Architects/ Jam Architects Directors (Chris Manton, Asher Greenwood and Kathryn Alexander) lead a team of highly qualified and experienced architects and interior designers, based in Richmond, Melbourne. Jam briefed us to create their new brand identity, website and stationery suite. We initiated development by studying the type of architectural work Jam delivers, before exploring a range of options that aligned the brand’s visual expression to the professional outputs. “In conjunction with creating the new brand identity, Fluid designed and developed a content managed website. The site is designed for ease of use,” explains Matt Avent – Senior Designer. “Our goal was to drive users to the project folio area so they can view examples of Jam’s work. All text and photographic content is easily updated via the Content Management System and Jam can effectively self-manage the site, while retaining the integrity of the design.” jamarchitects.com.au <img src="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px2_o.jpg" data-mid="17268234" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px3_o.jpg" data-mid="17268235" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px4_o.jpg" data-mid="17268236" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px5_o.jpg" data-mid="17268237" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/SouthernP_640px_509px6_o.jpg" data-mid="19015678" border="0" align="left"/>Southern Pastures/ Southern Pastures is lamb country. No gimmicks, no artificial stuff. Just mouth-watering lamb – straight from farm gate to dinner plate. Following creation of the identity and packaging, Fluid created an innovative website to reinforce the brand and its consumer proposition. Designed in Macromedia Flash, the website features custom animations and a quirky down-home look that feeds the “soul food for modern people” positioning. “Our client desired a fresh modern-looking website to connect with the end consumer and move the focus away from the farm door experience,” explains Matt Avent – Project Leader. “This opened up fresh opportunities to position the creative in a new and unique way. We could really push the boundaries.” The site features evocative copy and quirky images that come to life via navigation. From toy ships sailing across the bath-tub to planes flying backwards, lambs falling to earth a bee buzzing, the site clearly signals a point of difference and reinforces the USP: finest lamb from South East Australia. It deliberately connects with the end consumer and reinforces lamb as premium offering for entertaining. www.southernpastures.com.au <img src="http://payload40.cargocollective.com/1/5/173564/3108235/FV_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/FV_640px_509px5_o.jpg" data-mid="17268229" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/FV_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/FV_640px_509px6_o.jpg" data-mid="17268230" border="0" align="left"/>Film Victoria/ 3 Crowded Hours is an annual industry event where the local film and gaming industry celebrates a successful financial year. Fluid created an interactive invitation, creating intrigue and anticipation for the event. We designed a series of email “boarding calls” graphically styled like airport digital announcement boards. Each counted down to the event date and enabled invitees to respond and be kept up to date with plans for the night. Fluid also created a clever interactive online festive greeting card, featuring an animated GIF interface to spell out the desired message in “look-a-like” fridge letter magnets. A range of prompts alerted patrons to important dates in Film Victoria’s new year. “In designing for interactive communication it is important to consider the end user,” explains Clifton Daniell – Creative Director. “Online material needs instant impact to cut through the clutter of material that hits the in-box on a regular basis. Day-in-day-out we are bombarded with messages demanding attention. To succeed in this space you need to blend clever design with efficient programming to ensure your message is not lost to the ether.” <img src="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_1_o.jpg" data-mid="18976486" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_2_o.jpg" data-mid="18976488" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/CRF_640px_509px_Page_3_o.jpg" data-mid="18976490" border="0" align="left"/>CRF/ CRF Group is an Australian lamb and mutton processing and export company. The enterprise is committed to always providing safe, clean, delicious and nutritious lamb and mutton products, to meet customer specification and quality requirements. Established in 2000, CRF specialises in service processing and co-product marketing and is well-recognised as a mark of quality and reliability in Australia and around the world. Fluid has been working with CRF for a number of years and created their Southern Pastures brand and website. Our client wanted to update their online presence for the parent company CRF to enable the website to connect more directly to their growing customer base. They also sought a friendlier, approachable feel to the site and a tweak to their visual identity to modernise the look. With customers local and international, the site needed a clear and simple page layout that could be navigated easily. The end result is a clean, uncluttered website that supports the target audience in quickly drilling down to the key service offering. www.crfco.com.au <img src="http://payload40.cargocollective.com/1/5/173564/3108235/CCMA_ID_640px_509px8.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/CCMA_ID_640px_509px8_o.jpg" data-mid="17268227" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/CCMA_WebsiteSlides_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/CCMA_WebsiteSlides_640px_509px_o.jpg" data-mid="19015557" border="0" align="left"/>CCMA/ Corangamite Catchment Management Authority (CCMA) is the peak body for water resource management in Victoria’s western region. In 2010 CCMA briefed Fluid to create a new website incorporating the fresh visual identity we had earlier created for the organisation. The solution combines a customised Content Management System and includes animated programing developed in Flash for the site home page. “We created the new online presence in partnership with a web developer while we remained responsible for the site’s visual look. Our approach to building websites is to thoroughly document the site, working with our client to create a clear site map that first establishes the navigation and flow,” explains Matt Avent – Project Leader. “We then start the creative and build the site over a clear set of guidelines and parameters, aiming for no surprises or scope creep.” www.ccma.vic.gov.au <img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_1_o.jpg" data-mid="19015425" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_2_o.jpg" data-mid="19015427" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_3_o.jpg" data-mid="19015428" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_4_o.jpg" data-mid="19015430" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_5_o.jpg" data-mid="19015432" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108235/Sundowner_640px_509px_Page_6_o.jpg" data-mid="19015434" border="0" align="left"/>Sundowners/ As the world's leading Trans Siberian Railway, Trans Mongolian and Silk Road tour operator Sundowners Overland’s aim is simple: to offer the best journeys possible for anyone with a passion for discovery. “Sundowners Overland offers amazing travel experiences,” explains Matt Avent – Fluid Lead Creative. “Their journeys follow age old routes. We wanted to inject some of this experience and personality into the new website by using incredible photographs of the sights and experiences along the way, combined with a natural craft paper look and a sympathetic colour palette.” We considered how a user would want to interface with the site – the ability to plan and save journeys, and then edit these changes later. This required the mix of clever programming and smart design solutions. During the design and development stage we wireframed and pencilled the basic templates to gain approval prior to the developers writing code. The final result was a flexible skin to the site that could be customised for the two key site templates, Vodka Train and Sundowners Overland. The online experience connects the target audience with the desired real-life experience and invites further discovery. Interactive/ Jam Architects/ Jam Architects Directors (Chris Manton, Asher Greenwood and Kathryn Alexander) lead a team of highly qualified and experienced... http://www.fluid.com.au/Publishing http://www.fluid.com.au/following/fluid.com.au/Publishing Thu, 28 Jun 2012 19:35:01 +0000 Fluid 3108187 Publishing/ <img src="http://payload40.cargocollective.com/1/5/173564/3108187/cogg2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/cogg2_o.jpg" data-mid="24214735" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px_o.jpg" data-mid="17268785" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px3_o.jpg" data-mid="17268786" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px5_o.jpg" data-mid="17268787" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px13.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px13_o.jpg" data-mid="18560280" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/COGG_640px_509px7_o.jpg" data-mid="17268788" border="0" align="left"/>City of Great Geelong/ Fluid has worked with the City of Greater Geelong (COGG) for ten years and has designed a broad range of corporate reporting documents, including annual reports, city plan, annual budget summary, funding priorities and council achievements. “Our approach is to engage the COGG’s audience using colour, graphics and photography that connect with the theme of each report. Design that communicates key points of the document quickly and efficiently is paramount. The adage ‘a picture tells a 1000 words’ is always top of mind when we’re designing a text-heavy or dry financial document,” explains Greer – Senior Designer. “If there’s an opportunity to communicate a key point better by using a graphic, chart or diagrammatic, we see this as value adding and an important part of our role.” The results speaks for themselves. The COGG corporate reporting material has a level of professionalism and a consistent tone of voice across a range of messages and themes. “We whole heartedly recommend Fluid to anyone who is looking for a strategic reporting partner. They also make great coffee too, so it’s well worth making the visit to Torquay.” Alfonso Della Monica – Coordinator Corporate Strategy COGG. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px5_o.jpg" data-mid="18523707" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px4_o.jpg" data-mid="18523706" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px_o.jpg" data-mid="18523701" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px2_o.jpg" data-mid="18523702" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebSlides_640px_509px3_o.jpg" data-mid="18523705" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebsiteSlides_640px_509px2_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebsiteSlides_640px_509px2_Page_1_o.jpg" data-mid="19015869" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebsiteSlides_640px_509px2_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DSE_WebsiteSlides_640px_509px2_Page_2_o.jpg" data-mid="19015872" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_1_o.jpg" data-mid="19015930" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_2_o.jpg" data-mid="19015931" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_3_o.jpg" data-mid="19015933" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DSE_WebSlides_640px_509px7_Page_4_o.jpg" data-mid="19015935" border="0" align="left"/>Department of Sustainability and Environment/ Fluid has been working with DSE for ten years on many key government initiatives around environmental messaging, including the renowned Black Balloons – Save Energy Campaign, Our Water Our Future Target 155 – water conservation program, Annual Report, Land and Biodiversity, People Strategy, Community Engagement, Cabinet in Confidence, People Strategy plus well over 250 individual projects. “The key to our success and the long-lasting relationship has been our capacity to adapt organisational graphic guidelines to create a customised solution from a prescribed formula,” explains Michael beck – Managing Director. “Working flexibly, achieving deadlines and always meeting objectives is our competitive advantage. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_7_o.jpg" data-mid="18670928" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_1_o.jpg" data-mid="18670917" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_2_o.jpg" data-mid="18670919" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_3_o.jpg" data-mid="18670920" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_4_o.jpg" data-mid="18670922" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_5_o.jpg" data-mid="18670924" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_6_o.jpg" data-mid="18670926" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_8.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_8_o.jpg" data-mid="18670929" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_9.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BlackBalloons_Web_640px_509px_Page_9_o.jpg" data-mid="18670931" border="0" align="left"/>Save Energy Campaign/ Fluid has worked with DSE for ten years on key government initiatives around environmental messaging, including the renowned Black Balloons – Save Energy Campaign. “An exciting opportunity arose to work on the save energy campaign communicating the importance of energy saving. The ‘black balloon’ has become a valuable visual metaphor for raising awareness,” explains Clifton Daniell – Creative Director. “We were charged with freshening the look of the campaign across a range of media including an extensive state-wide advertising campaign, campaign collateral ranging from shower timers, thermometers, electro-static stickers and consumer buyer guide to a new brand guideline documenting the new look, and procedures for applying it consistently.” “… what an impressive job you've done on the Black Balloons summer energy savings newspaper campaign and online ads. You've done an incredible job turning around a large number of advertisements and variations in the short time you've had, and with the level of detail and attention … it's a clear example of your professional nature.” Tara Vickers, Campaign Manager, Climate Change & Sustainability <img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px4_9.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px4_9_o.jpg" data-mid="18677629" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px9_10.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px9_10_o.jpg" data-mid="18677635" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px10_58.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px10_58_o.jpg" data-mid="18677637" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px11_59.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px11_59_o.jpg" data-mid="18677639" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px6_65.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px6_65_o.jpg" data-mid="18677643" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px2_57.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px2_57_o.jpg" data-mid="18677644" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px16_60.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px16_60_o.jpg" data-mid="18677645" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px12_61.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px12_61_o.jpg" data-mid="18677650" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px13_62.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px13_62_o.jpg" data-mid="18677651" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px14_63.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px14_63_o.jpg" data-mid="18677652" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px15_64.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/BarwonWater_WebSlides_640px_509px15_64_o.jpg" data-mid="18677653" border="0" align="left"/>Barwon Water/ Barwon Water is Victoria’s largest regional urban water corporation, providing world-class water, sewerage and recycled water services to more than 275,000 people. Fluid has been working with Barwon Water for several years and has delivered a range of strategic communication material including Annual Reports and the Building for our Future Program. In 2007 Barwon Water was celebrating its 100th year of operation. To mark this milestone we created an engaging visual theme for the 2008-09 Annual Report, featuring typographic elements built from common items related to water supply, including pipes, taps, plug-holes and wrenches. The report used these graphic motifs interspersed with historic photography to capture the longevity and tradition of the organisation. In 2009 we were again commissioned to design Barwon Water’s Annual Report with the theme “Barwon Water – is building”. We expressed the theme by featuring imagery of the people who work in the organisation, illustrating that “the whole is more than the sum of its parts.” The end result is an Annual Report that visually encapsulates the year’s achievements and conveys confidence for the future. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px_o.jpg" data-mid="17268857" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px2_o.jpg" data-mid="17268858" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px6_o.jpg" data-mid="17268859" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px3_o.jpg" data-mid="18975814" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px4_o.jpg" data-mid="18975816" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/GRADPRO_640px_509px5_o.jpg" data-mid="18975817" border="0" align="left"/>Graduate Program/ The Graduate Program DPI / DSE / DPCD is a two year learning and development program offered across multiple Victorian Government departments to recent university graduates. The program recruits in different areas each year and utilises various degrees and skills depending on the department, organisational need and government policy at that time. Fluid was briefed to create a memorable limited edition book featuring individual stories from each of the 2007/08 graduates. The annual graduate program celebrates achievements of young members of DSE and DPI so the publication had to be notable and unique. The book features a blind embossed typographic statement on the dust jacket style cover along with a “singer” stitched bound book inside. We used colour and typography to full effect on the 20pp book retelling the participants’ individual journeys toward graduation. Our client and the graduates were thrilled with the quality and style evident in the end result. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px4_o.jpg" data-mid="18787920" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px5_o.jpg" data-mid="18787922" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px6_o.jpg" data-mid="18787928" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px3_o.jpg" data-mid="18787935" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px2_o.jpg" data-mid="18787944" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/ISN_640px_509px_o.jpg" data-mid="18787947" border="0" align="left"/>Industry Super Network/ Industry Super Network (ISN) is an umbrella organisation for Australia’s industry superannuation movement and part of Industry Super Holdings (ISH), a group of 35 industry super funds. Fluid has worked with Industry Super Network (ISN) over the past five years on their annual Transforming Super publication. “Fluid created a bold new look featuring dynamic graphic statements and strong colours to communicate the Industry Super Funds’ annual results,” explains Clifton Daniell – Creative Director. “We gave the publication an editorial look to aid readability and enhance interest.” “We were also retained to create a new corporate identity for ISN. Using engaging visual metaphors, including advertising billboards in a range of dynamic locations, we created a typographic masthead that communicated a range of messages that could easily be tailored to suit a specific audience.” “The end result is a flexible and engaging new look that can be adapted and customised in-house. A range of easy-edit word templates means the client has full control of the message and can react quickly to generate media releases and relevant news as it comes to hand.” <img src="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px_o.jpg" data-mid="17268865" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px2_o.jpg" data-mid="17268866" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/FV_640px_509px3_o.jpg" data-mid="17268867" border="0" align="left"/>Film Victoria/ Film Victoria is the state government agency that provides strategic leadership and assistance to Victoria’s film, television and digital media sectors. Fluid has been working with Film Victoria for several years, recently completing their 2009/10 annual report and “3 crowded hours” invitation. “Working with Film Victoria has been fantastic,” explains Dean Gorell - Fluid Lead Print Designer. “With a focus on creativity, they have a very open brief. For example the 2009/10 annual report features a bold splash of colour on the cover of the report combined with a simple duotone 80-page text.” “The report had to comply with FRD 30, a Victorian government requirement that limits the amount of colour used on annual reports. The new requirement also restricts the use of large photographic images, making design and layout more critical to the success of the document. The end result is a visual celebration of the year’s highlights, achievements and performance.” <img src="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px_o.jpg" data-mid="17268821" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px2_o.jpg" data-mid="17268822" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px3_o.jpg" data-mid="17268824" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/VEC_640px_509px4_o.jpg" data-mid="17268826" border="0" align="left"/>Victorian Electoral Commission/ The Victorian Electoral Commission (VEC) is an independent and impartial statutory authority which conducts Victorian State elections, local council elections, certain statutory elections, and commercial and community elections. Fluid has been working with the VEC for the past four years, designing the annual report. Our approach to resolving the brief is to look for visually engaging ways to convey the year’s theme. In 2008/09 we used an “I vote” theme, featuring a strong graphic of an embossed and clear foiled badge on the report’s cover. Inside, full page portrait style photographs of various voting demographics are supported with testimonials about the importance of voting. For the 2009/10 report our client selected the “Every vote will shape Victoria” theme, interpreted via a memorable cover graphic of pencils collectively creating the shape of Victoria. The pencil theme is continued internally with hand-drawn numbers in boxes reinforcing the process of voting. Following the state elections in 2010 we continued the “Every vote shapes Victoria” theme, integrating some of the many statistics garnered from the election to fill in and create the graphic depiction of the Victorian state boundary. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px_o.jpg" data-mid="17268911" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px3_o.jpg" data-mid="17268912" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px4_o.jpg" data-mid="17268914" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px8.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px8_o.jpg" data-mid="18560076" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px83.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px83_o.jpg" data-mid="18560080" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px84.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px84_o.jpg" data-mid="18560087" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px85.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px85_o.jpg" data-mid="18560089" border="0" align="left"/>{<img src="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px90.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CFA_640px_509px90_o.jpg" data-mid="18560239" border="0" align="left"/>CFA/ CFA (Country Fire Authority) is a volunteer and community based fire and emergency services organisation with approximately 60,000 members state wide. Fluid has worked with CFA for the past 12 months and has recently been appointed as a preferred supplier. “We began by creating a new look and feel for the fire readiness material released in 2011,” Clifton Daniell – Creative Director. “Working closely with the CFA communications team we helped modernise and simplify the organisation’s strategically important visual messaging.” “An innovative folding technique enabled us to combine two books into one, with Prepare Act and Survive at the front section, and Stay and Defend accessed when the book was turned over,” said Clifton. “Throughout the documents, we achieved clearer and simpler navigation through graphic images, text and symbols. We also designed fact sheets, posters, DL Brochures, trade stands, a fire safe youth kit, recruitment advertising, and a stand for the Royal Melbourne Garden Show in 2012.” “Our client opted to extend the new visual language into other communication including landscaping for bushfires and other important communication pieces around the message.” <img src="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_1_o.jpg" data-mid="18976058" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18976059" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_3_o.jpg" data-mid="18976061" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DPI_WebSlides_640px_509px_Page_4_o.jpg" data-mid="18976062" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DPI_WebSlides_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/Pages-from-DPI_WebSlides_640px_509px_o.jpg" data-mid="19043149" border="0" align="left"/>DPI/ The Department of Primary Industries (DPI) is responsible for designing and delivering policies for agriculture, fisheries, earth resources, energy and forestry in Victoria. Fluid has been working with DPI for the past ten years on many of the key government initiatives around environmental messaging including Future Farming, Gold Undercover, Low Rank Coal Symposium, Bio-Security and Invasive Plants, Rural Landholders plus well over 150 individual projects. “We have accumulated enormous experience, knowledge and understanding of the organisation’s systems and procedures. Our ability to work with and or adapt DPI graphic guidelines to create a tailored look from a prescriptive formula has been the key to success and the long lasting client relationship,” explains Mike Beck – Managing Director. “Our no fuss approach, ability to meet tight deadlines, work cost effectively and flexibly to meet our client’s objectives has given us the competitive edge. The Future Farming material is one example where we have lead the way and created material that effectively communicated the key message and attracted very positive feedback across the organisation. ” <img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px_o.jpg" data-mid="17268888" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px2_o.jpg" data-mid="17268889" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_BTG_640px_509px6_o.jpg" data-mid="17268890" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px4_o.jpg" data-mid="17268891" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px5_o.jpg" data-mid="17268893" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_EW_640px_509px6_o.jpg" data-mid="17268894" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px5_o.jpg" data-mid="17268895" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px6_o.jpg" data-mid="17268897" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_ID_640px_509px7_o.jpg" data-mid="17268898" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_Infokit_inside_interact.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_Infokit_inside_interact_o.jpg" data-mid="19015201" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_MP_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_MP_640px_509px_Page_1_o.jpg" data-mid="19015051" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_MP_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/CCMA_MP_640px_509px_Page_2_o.jpg" data-mid="19015053" border="0" align="left"/>CCMA/ The Corangamite Catchment Management Authority is the peak body for water resource management in the western region for Victoria. Fluid has worked with the CCMA for many years and in 2008 we were briefed to create new marketing material that conveyed the diverse nature of the natural assets under management. Our challenge was to create a visual identity that better connected CCMA with key stakeholders in land management and in the rural sector. The material needed to construct a bridge of understanding between seemingly disparate groups – land management and protection and the broader farming community who sought to develop land for agricultural gain. Other projects delivered include creating an engaging identity for the Estuary Watch Program; helping develop the theme, concept and collateral for Mission Impossible, an education program aimed at primary school students; and creating an effective suite of communications materials for the Barwon Through Geelong initiative within the constraints of an extremely tight budget. <img src="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px_o.jpg" data-mid="18523754" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px2_o.jpg" data-mid="18523756" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px3_o.jpg" data-mid="18523759" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/DTF_WebSlides_640px_509px4_o.jpg" data-mid="18523760" border="0" align="left"/>Department of Treasury and Finance/ The Department of Treasury and Finance (DTF) provides the Government with economic, financial and resource management policy advice to assist in delivering of policy outcomes. Fluid has been working with DTF for the past few years and created the Victorian Budget Summary material 2008-2011 and more recently a new identity for the department. The new identity required the flexibility to represent various aspects of DTF’s role in delivering messaging to the Government and the broader community. The client identified that the existing graphic style guide was too limiting and therefore met resistance within the organisation. Fluid created a fresh visual identity and adaptable series of dynamic graphic devices that could be used in combination with the prescribed colour palette and typography to achieve a cohesive look. “We needed a range of visual executions that could be used in isolation or combined,” explains Greer Sansom – Project Leader. “The key was to achieve balance between the identity being prescriptive or limiting versus allowing individuals to break with the acceptable new style. Our solution was dynamic and therefore relevant to the various sub departments and varied communication requirements.” <img src="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px2_o.jpg" data-mid="18560261" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px3_o.jpg" data-mid="18560263" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px4_o.jpg" data-mid="18560264" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108187/KIRK_640px_509px6_o.jpg" data-mid="19015376" border="0" align="left"/>Kirk Foods/ Kirk Food is a family business based on a shared passion for food. This specialty supplier of fine, luxury and gourmet foods has more than 20 years tradition and is highly regarded for quality excellence. Annually, Kirk Food conducts a culinary tour to seek out new tastes and flavours. The Fluid team worked to develop a new look brochure to launch an imported product range from France, plus an updated website. The brochure’s unique design takes the customer on a journey through Europe via travel notes, historical information and images, thus providing a compelling link to the curious and exclusive locations where these fine products are sourced. The travel log style creates interest and has proven a very successful showcase for Kirk Food’s imported premium fare, while directing increased traffic to the easily-navigated website and ordering system. Publishing/ City of Great Geelong/ Fluid has worked with the City of Greater Geelong (COGG) for ten years and has designed a broad range of corporate reporting... http://www.fluid.com.au/Packaging http://www.fluid.com.au/following/fluid.com.au/Packaging Thu, 21 Jun 2012 02:35:54 +0000 Fluid 3108232 Packaging/ <img src="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_1.0_57.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_1.0_57_o.jpg" data-mid="19012446" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18974851" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/JUSTNATURAL_WebSlides_640px_509px_Page_3_o.jpg" data-mid="18974852" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/BREAKA_WebSlides_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/BREAKA_WebSlides_640px_509px_Page_1_o.jpg" data-mid="18973109" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/BREAKA_WebSlides_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/BREAKA_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18973110" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/PAULSdrinks_WebSlides_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/PAULSdrinks_WebSlides_640px_509px_Page_1_o.jpg" data-mid="18973107" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/PAULSdrinks_WebSlides_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/PAULSdrinks_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18973108" border="0" align="left"/>Parmalat/ The Parmalat Group is an Australian producer of a range of milk and dairy products and fruit-based beverages marketed under brands including Pauls, Vaalia, Ice Break and So Juicy. Parmalat’s vision is to be one of the top players in the global market for functional foods with high value added. Parmalat has engaged Fluid to complete several brand re-fresh and development projects including a rebrand for Just Natural flavoured milk under the positioning “what you see is what you get”. Fluid’s Just Natural solution stepped away from the existing brand into unexpected design territory with a strong connection to the primarily female target audience. For the Breaka flavoured milk brand, Fluid created a personality-rich packaging identity featuring a hand-drawn graphic which invites interest and trial. A range of fruit juices sold exclusively in the Northern Territory needed a shift away from its existing “blokey”-looking brand. Fluid delivered a shelf-standout brand that works hard to connect the product to the parent brand while differentiating the four variants and conveying stronger feminine cues. <img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px36.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px36_o.jpg" data-mid="18560346" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px37.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px37_o.jpg" data-mid="18560351" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px2_o.jpg" data-mid="17266844" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px22.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px22_o.jpg" data-mid="17266846" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px3_o.jpg" data-mid="18560337" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px32.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px32_o.jpg" data-mid="18560340" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px38.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WILLOW_640px_509px38_o.jpg" data-mid="18560344" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/FLUID_8thJune12-8644_top-box_2.0.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/FLUID_8thJune12-8644_top-box_2.0_o.jpg" data-mid="18677007" border="0" align="left"/>Willow/ Willow has a proud history spanning over 100 years. Fluid has worked with the Willow brand for numerous years, focussing on increasing consumer awareness. Despite its longevity, the Willow brand doesn't have strong brand recall. Together with Leading Edge and our client, we conducted consumer research to learn more about Willow brand awareness. “Armed with fresh insights we set about re-building the Willow brand architecture. We made cosmetic tweaks to the diamond brand and aimed to create awareness across the various products with a consistent pack and label structure, and information hierarchy. We simplified the product claims and information for easier consumer navigation,” explains Clifton Daniell – Creative Director. “Uniformity underpinned the re-build. The result is astounding. From a disparate array of products appeared a concise and complete brand portfolio.” “With over 200 individual product SKU’s in their portfolio, the Willow brand roll-out is an on-going proposition and Fluid is assisting us all the way,” explains Sara Dodds
– Group Category Manager – Marketing. “We are building a new consumer-focussed website, also designed by Fluid. It shifts us from a manufacturing focus to a customer-focussed brand. <img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_640px_509px2_o.jpg" data-mid="17266826" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_6_o.jpg" data-mid="19014806" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_640px_509px22.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_640px_509px22_o.jpg" data-mid="17266827" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_3_o.jpg" data-mid="18973711" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_4_o.jpg" data-mid="18973712" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GC_WebSlides_640px_509px_Page_5_o.jpg" data-mid="19014803" border="0" align="left"/>Golden Circle/ Golden Circle manufactures over 500 products including shelf-stable fruit and vegetables (in cans and glass jars), fruit juices, fruit drinks, cordials, soft drinks, jams, conserves and baby food. Over a three-year period, Fluid updated numerous Golden Circle products including approximately 100 SKUs across cordial, jam and juice categories. Fluid was retained as the primary design provider until Golden Circle was acquired by Heinz Australia in 2008. Projects have included a 30-SKU cordial rebrand communicating the key selling attribute via real fruit imagery and the redesign of brand identity for the Original Juice Co range which also featured larger than life photography. Fluid met the challenge of a super-tight timeframe (10 weeks from concept to market) to create a new label and brand structure, plus a suite of trade communication pieces, for a 10-SKU preservative-free juice range. “Golden Circle is based in Brisbane, but distance has been no barrier to working with Fluid. They are incredibly responsive, and the process is made so much easier by working directly with the designers.” Jason Martin - Chilled Beverages Brand Manager (Golden Circle) <img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_22.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_22_o.jpg" data-mid="18677433" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_23.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_23_o.jpg" data-mid="18677435" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_24.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_24_o.jpg" data-mid="18677436" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_25.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_25_o.jpg" data-mid="18677437" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_26.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_26_o.jpg" data-mid="18677438" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_27.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_27_o.jpg" data-mid="18677439" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_28.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_28_o.jpg" data-mid="18677441" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_29.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_29_o.jpg" data-mid="18677442" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_210.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_210_o.jpg" data-mid="18677443" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_211.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_211_o.jpg" data-mid="18677444" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_212.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CNA_WebSlides_640px_509px_212_o.jpg" data-mid="18677445" border="0" align="left"/>CNA Non Alcohol/ Carlton Non-Alcohol Brands (CNA) is a subsidiary to Carlton and United Breweries (CUB). In 2003 CNA bought a range of beverage brands formerly owned by BCB beverages, with whom Fluid had been working since 2001. To date, the partnership has successfully reinvigorated the entire range of Torquay Mineral Waters, developed an evocative brand for the Cascade Master Craftsman Home Brew range as told through original illustration and narrative, and created an energetic and colourful brand enabling Play Sports Water to target the lucrative youth market. The Cascade Non Alcohol brand reinvigoration encompassed more than 50 SKUs and is the largest project undertaken by the CUB operations team. Fluid managed the project from concept development through print management to roll-out, delivering a consistent, integrated presence that clearly aligns the brand with its values of natural premium Tasmanian products. Amongst the numerous CNA projects, the brand developed by Fluid for Temple Hydrotherapy bottled water is a stand-out for its stripped-back, female-focussed aesthetic with category-blitzing potential. <img src="http://payload40.cargocollective.com/1/5/173564/3108232/SouthernP_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/SouthernP_640px_509px_o.png" data-mid="17266869" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/GN_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/GN_640px_509px5_o.jpg" data-mid="19045141" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/SouthernP_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/SouthernP_640px_509px6_o.jpg" data-mid="19045152" border="0" align="left"/>Southern Pastures/ Southern Pastures is lamb country. No gimmicks, no artificial stuff. Just mouth-watering lamb – straight from the farm gate to your dinner plate. We created the brand identity, packaging and website for the SP range of products sold exclusively at Coles. The aim was to create a range of ‘vacuum packaged’ lamb that aided consumer choice. Bold colours aligned to consumer propositions such as ‘family favourite’ and ‘great entertainer’ makes navigating the category easy. The look is deliberately ‘provincial’ with handcrafted lettering and a menu style blackboard to distinguish each of the variants. <img src="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px_o.jpg" data-mid="18523665" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px3_o.jpg" data-mid="18523668" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px6_o.jpg" data-mid="18523677" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px9.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/CC_WebSlides_640px_509px9_o.jpg" data-mid="18523678" border="0" align="left"/>Cocoon Couture/ Cocoon Couture is all about children's bean bags and unique room accessories – a beautiful, diverse range featuring unique designs of animal critters inspired by the treasures of childhood. Fluid has been working with Cocoon on innovative, brand-supporting consumer packaging, specifically a quirky range of cardboard packs and product-enhancing labels. The brief: packaging that differentiates the product on-shelf while enabling the consumer to see and touch the displayed product. The Monster Couture packs feature a cut-away front grid allowing visual access to the design inside. Clever stickers define product SKUs and personalise the offer. “Cocoon Couture’s innovative enchanted wood range features sustainably managed plantation timber. The timber is the hero, not the packaging,” explains Clifton Daniell – Creative Director. “We designed the packaging so the product was visible with a large window in some of the packs. Where a window wasn't appropriate we used the product graphics in a monotone print along with a colour-coded adhesive label with product photo.” <img src="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_fruits.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_fruits_o.jpg" data-mid="18562804" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_shakes.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_shakes_o.jpg" data-mid="18562805" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_sours.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/skittles_sours_o.jpg" data-mid="18562808" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/Mars_640px_509px_LR.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/Mars_640px_509px_LR_o.jpg" data-mid="18562810" border="0" align="left"/>Mars Skittles/ Mars does some of the best-loved chocolate in the world. But Mars is much more: a privately owned company committed to delivering the best quality in pet care, making office breaks more refreshing with delicious teas and coffees, putting wholesome food on family tables and bringing smiles to millions around the world with their gum, confections, and of course, chocolate. Skittles is renowned for its innovative advertising campaigns. Our brief was to create sub-branding for three new Skittles flavours: sours, fruits and shakes. The sub-brands needed to communicate the personality of each flavour while being sympathetic to the Skittles brand DNA. Retaining the core pack elements, master brand and rainbow device, we explored typographic options that visually expressed each flavour. We used illustration and colour to assist in flavour differentiation and to add personality to the design. Following the pack refresh, Fluid completed on-brand display shippers and POS for Skittles along with consumer communications for the new product SKUs. <img src="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px_o.jpg" data-mid="17266840" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px3_o.jpg" data-mid="17266841" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px5_o.jpg" data-mid="17266843" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px6_16.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/TRIX_640px_509px6_16_o.jpg" data-mid="18973779" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/MORNINGFRESH_WebSlides_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/MORNINGFRESH_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18973910" border="0" align="left"/>PZ Cussons/ PZ Cussons, with a portfolio of recognised brands, is a leading organisation within the FMCG sector. Fluid has been working with PZ Cussons on their Trix, Radiant and Morning Fresh brands for a number of years. Our first Trix brief was to extend the dishwashing brand into the laundry category. We freshened up the brand before attaching a sub-brand to differentiate it in the laundry category. Trix Professional is aimed at the hospitality industry and is a value offer sold exclusively through large wholesale grocery chains like Cash and Carry. The product called for a loud, bold design in vibrant yellow and contrast red and navy blue for the Trix brand. Fluid developed the new primary packaging, a shipper and brand brand guidelines illustrating how the brand could be extended into other professional cleaning applications. “Their creativity, passion and persistence on achieving the new packaging design in line with set objectives has been instrumental for the PZ Cussons marketing team. Fluid were extremely easy to work with and provided professional results at all times; I would be happy to recommend Fluid.” Christiaane Santos, PZ Cussons <img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px40.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px40_o.jpg" data-mid="18560589" border="0" align="left"/>{image 30}<img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px32.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px32_o.jpg" data-mid="18560599" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px34.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px34_o.jpg" data-mid="18560603" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px35.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px35_o.jpg" data-mid="18560604" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px36.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px36_o.jpg" data-mid="18560606" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px33.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px33_o.jpg" data-mid="18560611" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px37.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/WARDS-MCKENZIES_WebSlides_640px_509px37_o.jpg" data-mid="18560613" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108232/mckenzies_stationary.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108232/mckenzies_stationary_o.jpg" data-mid="19043317" border="0" align="left"/>Ward McKenzie/ Ward McKenzie proudly continues a 150-year tradition of supplying generations of Australians with high quality, value for money food products. 
The extensive, loved-by-cooks range includes herbs and spices, beans and pulses, soups and mixes, and a myriad of baking needs. Fluid has delivered numerous creative design and branding projects for Ward McKenzie across a range of brand names. Starting with Ward’s Fruit Saline, the brief was to update the look of the iconic Ward’s brand family “established in 1852” without moving too far from its historic roots. We settled on a design platform that harks back to a simpler time. The new pack structure with the “burst of sunshine”, graphic fruit illustration and brand contained in a flowing ribbon has classic appeal. The fresh brand is flexible and iconic enough to cross into other product categories. Fluid was also briefed to update the Clive of India (curry powder) brand identity and packaging without moving too far from its iconic look developed in the 1960s. Paying homage to the original, the re-design retains the essence of the pack structure. We modernised the illustration of “Clive” and rejuvenated the holding device and brand typography. The new designs now include an expanded range of curry powders, mustard powders and all-new convenient tandoori spice grinders. Packaging/ Parmalat/ The Parmalat Group is an Australian producer of a range of milk and dairy products and fruit-based beverages marketed under brands including... http://www.fluid.com.au/Beer-Cider http://www.fluid.com.au/following/fluid.com.au/Beer-Cider Thu, 31 May 2012 22:34:56 +0000 Fluid 3107222 Beer & Cider/ <img src="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px_o.jpg" data-mid="17265933" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px2_o.jpg" data-mid="17265934" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px3_o.jpg" data-mid="17265935" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/GN_640px_509px4_o.jpg" data-mid="17265938" border="0" align="left"/>Great Northern/ The CUB Innovation team engaged Fluid to bring the The Great Northern Brewing Co. (GNBC) Super Crisp Lager offer to life. Matt Avent Fluid Project Leader explains, “CUB recognised an opportunity to create a northern-centric beer that delivered business penetration into the parochial northern states of Australia. The challenge was the consumer tendency to be loyal to local product. We needed to test a range of brand platforms that could leverage from historical significance. We tested past brands such as Cairns Brewing Co and Bulimba Gold Top along with new brand names before settling on the GNBC offer as the high-potential option. GNBC tested consistently well in research and the brand and pack design had the optimum balance of authority and playfulness. The brand beacon (the marlin) connects the consumer with the desired sense of occasion - relaxed and chilled out after a day of work or play.” Since the brand’s October 2011 launch, GNBC has exceeded all expectations, selling over 500,000 cases and achieving the most successful first year for a CUB new product development in the past three years. Ninety-five per cent of this volume came out of QLD. CUB has made the most of the success by extending GNBC distribution into northern NSW and Western Australia, where it is blitzing targets. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px_o.jpg" data-mid="17265949" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px2_o.jpg" data-mid="17265951" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px3_o.jpg" data-mid="17265952" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px4_o.jpg" data-mid="17265953" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Cascade_640px_509px5_o.jpg" data-mid="17265954" border="0" align="left"/>Cascade Draught/ Cascade Draught is Tasmania’s best-selling beer and enjoys a rich brewing tradition that stretches back almost two centuries. Fluid was engaged to re-brand the beer with a focus on achieving a more memorable brand presence. The new brand features elements from Cascade’s heritage, including the thylacine (Tassie tiger) and the brewery building façade, while paying homage homage to Peter Degraves who founded Cascade Brewery in 1824. A product positioning statement You deserve a Cascade Draught was supported on launch by a statewide print and TVC advertising campaign. Cascade Draught defends its leadership with a uniform approach to packaging and point of sale, barware, tapware, coasters and a statewide signage system. As Tasmania’s “best” draught beer, the brand now has a solid platform for expansion into the parochial north. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px_10.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px_10_o.jpg" data-mid="18558092" border="0" align="left"/>image 33}<img src="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px2_o.jpg" data-mid="17266213" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px3_o.jpg" data-mid="17266215" border="0" align="left"/>{<img src="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/RedhillBrewery_640px_509px4_o.jpg" data-mid="17266217" border="0" align="left"/>Red Hill Brewery/ Red Hill Brewery is an independent micro-brewery located on the Mornington Peninsula and set on a mission to produce high quality, hand-crafted beers created from hops grown on the site. “We needed a brand identity, labelling and secondary packaging to help drive our product in the competitive beer market,” explains Karen Golding of Red Hill. “What we didn’t have was a large budget. The guys at Fluid really supported our vision and helped us to achieve our goals by sourcing ways to cost effectively deliver the end results.” The end solution is an uncomplicated, budget-conscious design based on a simple (mostly cream and red) colour palette. Together, the matt finish, simple hop icon devices, subtle hill-shaped brandmark and simple layout convey a sense of craft with understated confidence – a seamless expression of the brand essence. The fresh identity has been successfully rolled-out across primary communications collateral including branding, packaging, barware, glassware, tapware and signage. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/Bearings_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Bearings_640px_509px2_o.jpg" data-mid="17266416" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Bearings_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Bearings_640px_509px4_o.jpg" data-mid="17266417" border="0" align="left"/>Southern Bay Brewing Co./ Southern Bay Brewing Co (formerly Geelong Brewing) has new owners and a new vision. Our brief was to create a fresh brand identity and packaging for the Bearings beer range which included three SKUs – Draught, Ale and Light. The solution’s brand device is inspired by the points on a compass, communicating the notion of finding one’s bearings, and is complemented by traditional beer cues and an adventure-inspired rope-edged roundel. The three beer types are clearly differentiated by strong colour application. Primary packaging is supported by a range of POS and outdoor displays designed to promote the launch of the brand and communicate the naturally brewed position. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px_o.png" data-mid="17266224" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px2_o.png" data-mid="17266227" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px3.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px3_o.png" data-mid="17266228" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px4.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px4_o.png" data-mid="17266229" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px5.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BeaconBrewing_640px_509px5_o.png" data-mid="17266232" border="0" align="left"/>Beacon Brewing Co/ Beacon Brewing Co is a unique micro-brewery established in Barwon Heads, Victoria. Our brief was to create a memorable brand treatment that would convey authenticity and place of origin. Our solution was to create an iconic lighthouse graphic device that, presented in a semi-traditional roundel device, declares the brand’s core values. Combined with an authentic “wood block” style typeface and non-nonsense positioning – fine handcrafted beer – the new treatment absolutely supports the brand philosophy. The bottle labelling and tap fonts continue the consistent brand narrative, telling the story of carefully crafted product that won’t disappoint. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px22.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px22_o.png" data-mid="17266276" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px23.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px23_o.png" data-mid="17266279" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px24.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/VBOriginal_640px_509px24_o.png" data-mid="17266282" border="0" align="left"/>VB Original Ale/ CUB briefed Fluid to bring VB Original Ale to life based on the famous Victoria Bitter Ale brew that won accolades at the International Exhibition in Hobart in 1883. “Our brief,” Clifton Daniell – Creative Director explains, “called for design exploration across a range of creative territories for testing in research. The purpose of this was to determine what creative aspects of the renowned VB brand could be stretched to leverage interest in this new product offer. The learning from research was that whilst heritage wasn’t a negative - it wasn’t enough to get the test consumers to give the product a try. It needed distinctive packaging and labelling to get younger consumers to embrace the offer.” The final result is a new beer brand inspired by an original 1883 award-winning bitter ale, leveraging the popularity of VB but sitting a notch up between premium and regular beers. Fluid recreated an “original style” brand with an extractable mark applied to glassware, tapware, primary packaging and point of sale. In celebrating VB’s rich heritage, this easy-drinking, old-fashioned ale is expected to 
attract a new group of consumers to the VB experience. Its core brand values are 
authenticity and genuineness. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px_o.png" data-mid="17266288" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px2_o.png" data-mid="17266290" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px3.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px3_o.png" data-mid="17266295" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px4.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/Heritage_640px_509px4_o.png" data-mid="17266296" border="0" align="left"/>CUB Classic Collection/ A range of limited re-release beers selected from the classic brands that have helped make Carlton United Brewers (CUB) Australia's largest brewer. CUB engaged Fluid to bring the heritage beers back to life for a new-generation market. “The challenge for our designers and artists was that very little original brand reference was left in the archives save a few dusty old labels and photographs in books,” explains Matt Avent – Project Leader. “We had to recreate every aspect of the old brands including illustrations, typography and brand assets before we could begin. The team jumped to the task, working with whatever reference materials we were able to source. We recreated faithfully (as possible) artwork for cans and shippers for a range of beers including Ballarat Bitter, Brisbane Bitter, Reschs, Abbots Lager and Bulimba Gold Top. Once the artwork was in production we set about creating a simple brand website to commemorate the product offer and provide further information to interested consumers, including historical detail about the original brands and their brewers.” The CUB Classic Collection was a limited offer and sold out almost immediately. Looks like we will have to wait another 50 years to enjoy the next round of past favourites. <img src="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px_72.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px_72_o.jpg" data-mid="18115971" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px3_72.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px3_72_o.jpg" data-mid="18115975" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px5_72.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px5_72_o.jpg" data-mid="18115977" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px7_72.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px7_72_o.jpg" data-mid="18115981" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px2_72.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BO_640px_509px2_72_o.jpg" data-mid="18115972" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_1.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_1_o.jpg" data-mid="18117698" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_2.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_2_o.jpg" data-mid="18118413" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_3.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3107222/BulmersPear_640px_509px_Page_3_o.jpg" data-mid="18118439" border="0" align="left"/>Bulmers/ Bulmers an English cider brand with over 120 years of heritage is now available in Australia. Fluid has been working with Bulmers for a number of years now and created the “original” labelling, irreverent POS and on premise material including barmats, posters, coasters and tap heads. “Working on the Bulmers brand has been really enjoyable,” explains Josh Bennett – Designer. “We created the innovative POS to support the original Bulmers launch in market. The ‘Smashing with Ice’ posters and POS featured an original illustration showing the Titanic sinking with a man who didn't mind, as long as he had a glass of Bulmers with ice in hand.” Just in time for summer, Bulmers launched Pear Cider. “To herald the arrival of ‘Pear’ we created the ‘changing of the guard’ illustration,” says Matt Avent – Senior Designer. “We wanted to continue the successful style of ‘original’ but give ‘Pear’ its own look. What’s more appealing than a Beefeater ‘on guard’, drinking cider in a pool-ring in the rain? Now that’s quintessentially English.” Bulmer’s cider success has seen it expand into new flavours and is now available in Original, Pear and Blackcurrant with new flavours in the cider pipeline. Beer & Cider/ Great Northern/ The CUB Innovation team engaged Fluid to bring the The Great Northern Brewing Co. (GNBC) Super Crisp Lager offer to life. Matt... http://www.fluid.com.au/Identity http://www.fluid.com.au/following/fluid.com.au/Identity Thu, 31 May 2012 22:07:53 +0000 Fluid 3108238 Corporate Identity/ <img src="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px_o.jpg" data-mid="17262511" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px2_o.jpg" data-mid="17262512" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px5_o.jpg" data-mid="17262516" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/AMOG_640px_509px6_o.jpg" data-mid="17262517" border="0" align="left"/>AMOG/ AMOG Consulting (Australian Marine & Offshore Group) was established 20 years ago in Melbourne. In 2011 AMOG commissioned Fluid to develop a new identity translatable across applications including visual brand, signage, brochures, exhibition displays and website. The new identity needed to retain a connection to the past corporate mark (which featured a map of Australia) while projecting the global reach AMOG now enjoyed through its world-wide offering. “The reinvented mark does just this,” explains Clifton Daniell – Creative Director. “A series of projected fingers interconnect and form the shape of the Australian continent. The beauty of the fresh mark is that it’s not as literal as the existing one. It subtly suggests collaboration and teamwork with the extended colour bars resembling finger tips connecting in a steeple shape. In essence, the new mark expresses past, present and future aspirations for the business.” The ocean blue colour palette communicates solidity and strength while connecting with one of the primary offshore service offerings. Bright lime green contrasts the blue, giving AMOG a modern, distinctive look. For promotional materials, a graphic-styled grid featuring photographs adds an energetic and engaging visual expression of AMOG’s portfolio of projects. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px_o.jpg" data-mid="17262523" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px2_o.jpg" data-mid="17262524" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/SCT_640px_509px3_o.jpg" data-mid="17262527" border="0" align="left"/>Surfcoast Tourism/ The Surf Coast is where the world-famous Great Ocean Road begins, where Bells Beach hosts iconic surfing competitions, and where Ripcurl and Quiksilver were founded in 1969. Surf Coast Shire engaged Fluid to create a new tourism identity for the region … specifically an image that would help position the Surf Coast as a destination with a range of activities on offer. The identity needed to reference the corporate shire logo, so we stayed true to origin for this. We attached a positioning tagline at the start of the Great Ocean Road to make a stronger connection to the world-renowned road journey. We tested a range of visual platforms and ideas before settling on the positioning: Your Next… Is Closer Than You Think! The new brand positioning helps communicate the key Surf Coast attributes: close proximity to the city of Melbourne. We created a silhouetted graphic illustration of the coastline with a visual representation of the many and varied activities on offer: surfing, golf, dining, vineyards, cafes, walking, fishing and fun at the beach, forest and hinterland. The new brand and suite of marketing and advertising material captures the look and feel of visiting this region in a contemporary, consistent, creative and flexible package. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px4.2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px4.2_o.jpg" data-mid="17262829" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px42.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px42_o.jpg" data-mid="17262832" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px44.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px44_o.jpg" data-mid="17262838" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px45.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/LandBiodiversity_640px_509px45_o.jpg" data-mid="17262839" border="0" align="left"/>Land & Biodiversity/ The ecosystems of Victoria are globally significant. Victoria’s land and aquatic environments support a wider range of ecosystems than any area of similar size in Australia. Fluid was briefed to create an identity to brand all communication activity related to developing a long-term, strategic framework to secure the health of Victoria’s land, water and biodiversity in the face of ongoing pressures and a changing climate over the next fifty years. Commissioned by the Department of Sustainability and Environment, the identity needed a simple and clear proposition that would be easily identifiable and reproducible. Having explored a wide range of options for consideration by our client, it was agreed that a simple typographic mark, featuring an uncluttered type mark and graphic ampersand symbol in the shape of a leaf, worked best to support the tenure of the program. The identity appears on all communication material related to the topic and features on the White Paper amongst other strategic policy framework documents, making a clear statement that the strategy framework is anchored in the environment. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px3_o.jpg" data-mid="18558757" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px2_o.jpg" data-mid="18558761" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px7.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/JAM_640px_509px7_o.jpg" data-mid="18677506" border="0" align="left"/>Jam Architects/ Jam Architects Directors (Chris Manton, Asher Greenwood and Kathryn Alexander) lead a team of highly qualified and experienced architects and interior designers, based in Richmond, Melbourne. Jam briefed us to create their new brand identity, website and stationery suite. We initiated development by studying the type of architectural work Jam delivers, before exploring a range of options that aligned the brand’s visual expression to the professional outputs. In consultation with the client, we agreed on a simple but ownable typographic form that connects the “M” and “A” in Jam Architects. We embellished this device with “matt silver foil block” on stationery and business cards. To complete the suite, we designed black envelopes and custom presentation folders with a unique “grid pattern” expressive of construction or streetscape seen in plan. www.jamarchitects.com.au <img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_2.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_2_o.jpg" data-mid="18671166" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_1.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_1_o.jpg" data-mid="18671164" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_3.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_3_o.jpg" data-mid="18671167" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_4.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_4_o.jpg" data-mid="18671169" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_5.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_5_o.jpg" data-mid="18671170" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_6.jpg" width="641" height="509" width_o="641" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/ZENITH_WebSlides_640px_509px_Page_6_o.jpg" data-mid="18671172" border="0" align="left"/>Zenith/ Zenith Interiors specialises in design, supply and fit-out of large-scale commercial interiors with a client-base comprising architects, interior designers and specifiers. Zenith’s new communication suite of brochures and product catalogues, created by the Fluid team, is a well-considered library of material that is uniform in style yet individual and easily navigated via product colour coding. The publications incorporate large-format photography, making component features clearly visible. A methodically laid-out product specification page provides simple overview of product features. Stationery, brochures, website and external signage all bear the new identity which has also been translated into Zenith’s new Melbourne and Sydney showrooms where a predominantly white colour palette allows the furnishings to be the hero feature in the dynamic new space. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px2_o.jpg" data-mid="18111728" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px11.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px11_o.jpg" data-mid="18111731" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px22.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px22_o.jpg" data-mid="18111733" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px25.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px25_o.jpg" data-mid="18111737" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px26.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px26_o.jpg" data-mid="18111739" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px27.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px27_o.jpg" data-mid="18111740" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px28.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px28_o.jpg" data-mid="18111742" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px29.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BP_640px_509px29_o.jpg" data-mid="18111744" border="0" align="left"/>Holstar/Bulletproof/ Bulletproof is a dedicated BMX bike brand. Parent company, Holstar Cycles, engaged Fluid to create a fresh new brand identity that connected via a more modern graphic style appropriate to the cleaner visual language of leading BMX brands. The new identity called for an uncluttered typographic style for the new brand suitable to feature on bike frames, headstems and forks. “We began with a reverse brief, which looked at competitor brands and noted observations about how they applied their brand and visual language to bikes and marketing collateral. This process is an important step,” explains Clifton Daniell – Fluid Creative Director. “It enables the client and the creative team to facilitate an open dialogue on key aspects of the emerging brief. Distilling the essence of the project brief through open communication and creative collaboration is paramount to project success and assists us to build a unique and believable brand story.” The new Bulletproof BMX brand is clean, simple and contemporary. Applied to the core product, it portrays the desired image and empowers Holstar Cycles to build brand credibility in the highly competitive segment. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px_o.jpg" data-mid="17262911" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px2_o.jpg" data-mid="17262912" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px3_o.jpg" data-mid="17262914" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px6_o.jpg" data-mid="18560016" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px62.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BEG_640px_509px62_o.jpg" data-mid="18560018" border="0" align="left"/>Business Events Geelong/ Business Events Geelong provides marketing support for hospitality venues offering conferencing facilities in the Greater Geelong region. BEG briefed Fluid to create the corporate identity for Business Events Geelong, a new suite of communication materials and an advertising campaign. “We began by researching the conferencing market to establish the key purchasing drivers,” explains Clifton Daniell – Creative Director. “We discovered that a visual link to the experience offered would be vital to the success of the new brand. That directed us to explore creative executions that communicated the key regional attributes: the Great Ocean Road, the Twelve Apostles and Geelong itself. “The final outcome cleverly communicates the brand by offering something for everyone,” said Andrew Hiebl – Convention Bureau Coordinator. “Some see the Twelve Apostles, others the Great Ocean Road. Others are reminded of the sculpture North by Mark Stoner or sails on Corio bay during the annual festival of sale.” <img src="http://payload40.cargocollective.com/1/5/173564/3108238/am_001.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/am_001_o.jpg" data-mid="18521842" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/am_003.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/am_003_o.jpg" data-mid="18521844" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/am_004.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/am_004_o.jpg" data-mid="18521845" border="0" align="left"/>Alexander Manton/ Kathryn Alexander is an interior design consultant based in Geelong, Australia. Fluid was briefed to create a new brand identity, website and stationery suite for Alexander Manton Design Architecture (AMDA), an enterprise in which Kathryn is involved, which offers a range of interior design and architectural services to clients across Australia. Having identified the value of aligning the brand to AMDA’s specific market, we researched the type of architectural work AMDA produces and used the style cues as a starting point for the brand development. The result expresses a premium positioning via a simple typographic form featuring an elegant clear foil stamp over the type brand mark. We distilled and appropriately embellished the brand on stationery and business cards, while designing custom presentation covers with a sympathetic interior colour palette. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_1_o.jpg" data-mid="18787582" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_2_o.jpg" data-mid="18787584" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BookZkeeper_640px_509px_Page_3_o.jpg" data-mid="18787585" border="0" align="left"/>Bookzkeeper/ Small business owners and their accountants share one common nightmare – handing over of the books at the end of the financial year. For most small business owners, keeping the books up to date is never easy. Bookzkeeper is the solution: a filing system for small business financial records, all housed in one multi-purpose, super-categorised binder. Fluid was briefed to create a corporate identity and suite of communication collateral to brand the Bookzkeeper business purpose in a clear and succinct package. Beginning with the core mark, we explored options that subtly communicated the business function. By distorting the two letter “o”s in the word “book”, we created a unique and memorable graphic device. Secondary graphics remind us of leafed tabs in a folder – a key feature of the product. A bold colour palette using green, white and grey complete the result and communicate a simple no-fuss product solution. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/Nexus_WebSlides_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Nexus_WebSlides_640px_509px2_o.jpg" data-mid="18524036" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Nexus_WebSlides_640px_509px_33.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Nexus_WebSlides_640px_509px_33_o.jpg" data-mid="18671607" border="0" align="left"/>Nexus/ Nexus Partners provides a professional and complete mortgage referral service to a range of professions across Australia. Our brief was to develop a corporate identity for Nexus to set it apart from the usual stuffy finance industry standard. Our client had spent many years in the banking industry and desired a brand that bucked the trend and stood out for its personality. We approached the brief by developing a range of concepts exploring various directions. The preferred option uses a typographic mark with the “E” in NEXUS simplified to three horizontal lines. These three lines represent the three key areas of the business: finance, investment and property. “Combined with the type mark is a graphic device inspired by the impression you get when looking in a kaleidoscope,” Clifton Daniell – Creative Director explains. “We wanted an identifying element that broke away from the mainstream. Kaleidoscopes operate on the principle of multiple reflection, where several mirrors are attached together – a fitting metaphor for the services Nexus provides.” <img src="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px_o.jpg" data-mid="18558321" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px2_o.jpg" data-mid="18558322" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px3_o.jpg" data-mid="18558323" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px4_o.jpg" data-mid="18558328" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/BeaconBrewing_640px_509px5_o.jpg" data-mid="18558330" border="0" align="left"/>Beacon Brewing Co/ Beacon Brewing Co is a unique micro-brewery established in Barwon Heads, Victoria. Our brief was to create a memorable brand treatment that would convey authenticity and place of origin. Our solution was to create an iconic lighthouse graphic device that, presented in a semi-traditional roundel device, declares the brand’s core values. Combined with an authentic “wood block” style typeface and non-nonsense positioning – fine handcrafted beer – the new treatment absolutely supports the brand philosophy. The bottle labelling and tap fonts continue the consistent brand narrative, telling the story of carefully crafted product that won’t disappoint. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px_o.jpg" data-mid="18521893" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px4_o.jpg" data-mid="18521895" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/CES_640px_509px5_o.jpg" data-mid="18521896" border="0" align="left"/>Commissioner Environmental Sustainability/ The Commissioner for Environmental Sustainability is an independent, statutory role involved in reporting on the state of the environment of Victoria and auditing government departments and agencies in relation to environmental management systems. Fluid was engaged to create an identity for the Commissioner, for use on communication material including website, annual report and media releases. The new visual brand features a colour palette with strong eco-cues and a simple, clean font style. We also produced the State of the Environment Report, covering a broad range of environmental issues and setting a baseline against which future progress can be measured. Our challenge was to convey an expansive variety of topics and data to maximise engagement of the target audience – principally government, media and scientists responsible for reporting the environmental effects of climate change. The result is a 600-page report (of biblical proportions) that details the facts and reality that face policy makers in achieving a more sustainable environment for all Victorians. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px3_o.jpg" data-mid="18671473" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px_o.jpg" data-mid="18671470" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px2_o.jpg" data-mid="18671471" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px4_o.jpg" data-mid="18671475" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px5_o.jpg" data-mid="18671476" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/HIFRASER_640px_509px6_o.jpg" data-mid="18671477" border="0" align="left"/>H.I. Fraser/ For over 50 years H.I. Fraser has been providing engineering design, supply, manufacture and repair services to the Department of Defence, and Oil & Gas production and processing industries. “Working with engineering firms presents a unique challenge,” explains Michael Beck – Fluid Account Director. “By nature, they are quite literal and precise which needs to be reflected in any creative communication material.” “Our approach to the new design was thoughtful and considered. We knew that any material that carried the brand had to reinforce the business’s core values across six distinct business units.” “The design needed a mechanism to extend the core brand appeal and recognition so that the business benefited from cross-promotion of services. Our solution, introduced a dynamic visual device using the shape of a hexagon, six-sided to represent the six areas of operation. The lively visual device and blue, silver and red colour palette extend brand recognition.” Fluid distilled the new identity into a range of communication material including: stationery suite, brochures, exhibition space, uniforms, t-shirts and a content-managed website. <img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_1.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_1_o.jpg" data-mid="18671305" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_2_o.jpg" data-mid="18671307" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_3_o.jpg" data-mid="18671309" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_4_o.jpg" data-mid="18671313" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_5_o.jpg" data-mid="18671314" border="0" align="left"/><img src="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload40.cargocollective.com/1/5/173564/3108238/Sundowner_640px_509px_Page_6_o.jpg" data-mid="18671318" border="0" align="left"/>Sundowners/ Sundowners Overland is the world's leading Trans Siberian Railway, Trans Mongolian and Silk Road tour operator. Fluid worked with Sundowners Overland to create a new corporate identity, suite of stationery and informative websites that enabled online bookings. “Sundowners Overland journeys follow age old routes like the Silk Road and the Trans Mongolian Railway,” explains Matt Avent – Fluid Lead Creative. “We wanted to inject some of this experience and personality into the new identity.” “We achieved this by using incredible travel photographs combined with a new typographic mark in a classic script that references the origins of the company in the 1960s. The choice of burnt red for the new brand and a natural craft paper stock achieves the authenticity we desired.” Bringing the new design to life online required having the ability to plan and save journeys, and then edit these changes at a later date. The final result was a flexible skin to the site that could be customised for the two site templates, Vodka Train and Sundowners Overland. The fresh identity and online experience connect the target audience with the desired experience and invites further discovery. Corporate Identity/ AMOG/ AMOG Consulting (Australian Marine & Offshore Group) was established 20 years ago in Melbourne. In 2011 AMOG commissioned Fluid to... http://www.fluid.com.au/Branding http://www.fluid.com.au/following/fluid.com.au/Branding Thu, 31 May 2012 20:42:50 +0000 Fluid 3226793 Consumer Branding/ <img src="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px_o.jpg" data-mid="17261757" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px2.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px2_o.jpg" data-mid="17261759" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px3_o.jpg" data-mid="17261762" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px5_o.jpg" data-mid="17261765" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px11.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/COUGAR_640px_509px11_o.jpg" data-mid="17261768" border="0" align="left"/>Cougar Bourbon/ Our brief was clear: entrust Cougar Bourbon Whiskey with a more authentic “American Bourbon” visual identity to enable it to play within category codes. According to research, the Cougar icon was considered aggressive and cartoon-like. In response, we commissioned Stuart McLachlan to create an authentic original illustration of the cougar in “scraper board” style. To add credibility, we created a distinctive custom typeface for each of the words “Cougar” and “Bourbon” and a modern iteration of the key product claims including: “aged 5 years”, “distilled in the U.S.A.” and “Cougar Distilling Co.” Combined, they offer a genuine place of origin feel and clearly identify the specific whiskey style: sour mash bourbon whiskey. We complemented the updated Cougar identity with a suite of POS collateral for both by-the-glass and RTD, including posters, price boards, fridge decals, counter cards, fridge strips and wobblers. Cougar is ready and equipped to play. <img src="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px_o.png" data-mid="17261847" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px2_o.png" data-mid="17261849" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px3.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px3_o.png" data-mid="17261853" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px4.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/GN_640px_509px4_o.png" data-mid="17261855" border="0" align="left"/>Great Northern/ The CUB Innovation team engaged Fluid to bring the The Great Northern Brewing Co. (GNBC) Super Crisp Lager offer to life. Matt Avent Fluid Project Leader explains, “CUB recognised an opportunity to create a northern-centric beer that delivered business penetration into the parochial northern states of Australia. The challenge was the consumer tendency to be loyal to local product. We needed to test a range of brand platforms that could leverage from historical significance. We tested past brands such as Cairns Brewing Co and Bulimba Gold Top along with new brand names before settling on the GNBC offer as the high-potential option. GNBC tested consistently well in research and the brand and pack design had the optimum balance of authority and playfulness. The brand beacon (the marlin) connects the consumer with the desired sense of occasion - relaxed and chilled out after a day of work or play.” Since the brand’s October 2011 launch, GNBC has exceeded all expectations, selling over 500,000 cases and achieving the most successful first year for a CUB new product development in the past three years. Ninety-five per cent of this volume came out of QLD. CUB has made the most of the success by extending GNBC distribution into northern NSW, NT, and WA. <img src="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_1.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_1_o.png" data-mid="18115736" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_2_o.png" data-mid="18115740" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_3.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Just-Natural_3_o.png" data-mid="18115742" border="0" align="left"/>Just Natural/ Parmalat Pauls Milk in Brisbane engaged Fluid to accomplish a brand refresh for their Just Natural flavoured milk brand, under the positioning “what you see is what you get”. Just Natural products are 98% fat free and made with real flavour. “Our brief outlined a refresh of the existing brand which is primarily retailed through convenience channels,” explains Clifton Daniell Creative Director. “The brand appeal had diminished and it was losing traction to new competitors entering the market.” “During the concept development stage we explored creative executions that were an evolution of the old mark and also some step away solutions,” says Melissa Packham – Brand Manager Dairy. “The step away solutions were preferred and it was decided that little brand equity would be lost in ditching the old look. What Fluid proposed freshened the brand offer and connected a lot better with the primarily female target audience.” Specially commissioned photography reinforce the value proposition of natural ingredients and differentiate the three flavour variations. Brown texture paper labels and unique hand-drawn typography complete the new high-personality identity. <img src="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px_o.jpg" data-mid="17261960" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px_o.png" data-mid="18115800" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/CONTI_640px_509px4_o.jpg" data-mid="17261964" border="0" align="left"/>Continental Liqueurs/ Continental Liqueurs is a range of 16 flavoured alcoholic liqueurs created with premium ingredients to ensure each is authentic in taste and aroma. Fluid was engaged to modernise the Continental Liqueurs brand and packaging, to awaken its personality and endow it with contemporary appeal. Working closely with our client to understand the products’ history and desired market trajectory, we developed a fresh brand and label anatomy to communicate a premium positioning. We reinterpreted the Continental brandmark as an extractable gold badge to denote exceptional quality. Distinctive colour panels express the sixteen various flavours while a custom wallpaper pattern injects personality and detail. To boost bar shelf impact, a newly designed bottle with a distinctive shape and custom embossing delivers very ownable character. <img src="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px_o.png" data-mid="17262006" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px2_o.png" data-mid="17262011" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px3.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px3_o.png" data-mid="17262014" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px4.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px4_o.png" data-mid="17262017" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px5.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/SouthernP_640px_509px5_o.png" data-mid="17262022" border="0" align="left"/>Southern Pastures/ Southern Pastures is lamb country. No gimmicks, no artificial stuff. Just mouth-watering lamb – straight from the farm gate to your dinner plate. The Fluid team created the brand from the ground up – including visual identity, packaging and website for the Southern Pastures range of products sold exclusively at Coles supermakets. The aim was to create a range of “vacuum packaged” lamb that provided consumers with clear choices and easy options. Bold colours aligned to consumer propositions such as “family favourite” and “great entertainer” makes navigating the category easy. The look is deliberately provincial with “local” cues - handcrafted lettering and a menu style blackboard distinguish each of the variants. Fluid created an innovative Southern Pastures website to reinforce the brand and its consumer proposition. Designed in flash, the website features custom animations and a quirky down-home look that feeds the “soul food for modern people” positioning. To learn more visit SouthernPastures.com.au <img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px_o.jpg" data-mid="17262106" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px4.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px4_o.jpg" data-mid="18555118" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px2.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px2_o.png" data-mid="18116263" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px22.png" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px22_o.png" data-mid="18116268" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px6.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px6_o.jpg" data-mid="18555137" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px3.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px3_o.jpg" data-mid="18555116" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/Manta_640px_509px5_o.jpg" data-mid="18555135" border="0" align="left"/>Manta Surf Co/ The Manta Surf Co was established as a body board manufacturer in the early 1980’s, reaching its peak within the next decade before experiencing a steady decline of market share. With new owners on board, Manta needed to change and expand from its primary niche market of purist, bodyboard riders. We engaged Fluid explains, Stuart Brown – MD “to create a new identity to re-focus the brand and diversify the offer to make it accessible to consumers of varying ages and skill levels. Whilst the two targets would seem at odds, fluid’s clever use of graphics and understanding of brand building, helped reinvigorate a failing entity and turn it into a global success story”. Fluid recognised that the key to the brand re-development was pitching the brand head-on to a young visually-astute consumer base. Working closely with the client fluid developed a visual language which incorporated the use of unique brand graphics and names positioned to reflect various price and feature levels for each product. The identity has re-established Manta as an industry leader and helped propel them into the lucrative world-wide market. Collateral includes brand identity, brochures, website, press ads (surf magazines) and much more. <img src="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px_o.jpg" data-mid="17262162" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px5.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px5_o.jpg" data-mid="17262165" border="0" align="left"/><img src="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px8.jpg" width="640" height="509" width_o="640" height_o="509" src_o="http://payload46.cargocollective.com/1/5/173564/3226793/KAR_640px_509px8_o.jpg" data-mid="17262167" border="0" align="left"/>Karloff/ Karloff Vodka engaged Fluid to create a new brand, with consideration to secondary packaging and range extensions. The brief centred on re-badging and dialling up traditional vodka cues to enhance authenticity and bed-in brand equity. Fluid was also tasked with designing the packaging for a new range of 3 x 7% Karloff ready-to-drink (RTD) slimline cans - a entry in the fast-growing RTD segment that needed to leverage from the core “glass”’ proposition. “The Karloff masterbrand communicates a contemporary twist on the heritage look via a modern interpretation of a heraldic graphic coat of arms,” says Fluid Creative Director Clifton Daniell. “The brand device incorporates the traditional Karloff eagle, now with wings extended. The wordmark is centred in bright red surrounded by a steely metallic charcoal diamond holding device. Detail to the coins, crown and eagle adds complexity, credibility and intrinsic badge value.” Karloff RTDs adopt a clean, bold style with a simplified version of the masterbrand extending appeal and amplifying category relevance. “The new Karloff vodka brand perfectly captures the balance between traditional Russian sensibilities and youthful credibility.” Bridie Commerford, Marketing Manager. Consumer Branding/ Cougar Bourbon/ Our brief was clear: entrust Cougar Bourbon Whiskey with a more authentic “American Bourbon” visual identity to enable it...