How do you refresh an iconic Australian brand?
By designing a visual recipe for change.

Fowlers Vacola has been an iconic Australian brand for nearly 100 years. Well-known for their fruit preserving kits, it was time to promote the evolving product range that also includes delicious puddings, fruit tarts and cakes. Our brief was to completely overhaul the brand and packaging range.

How do you celebrate 100 years of an iconic Australian brand?
By designing and producing a showcase recipe book, what’s old is new again.

What’s old is new again! We recommended dropping ‘Vacola’ from the name and retaining a visual association with the company’s heritage. We then created a fresh, new look to directly appeal to a contemporary audience. We had so much fun designing and producing a showcase recipe book to celebrate this iconic Australian brand’s 100th year. In What’s Old Is New Again, Fowlers and some of Australia’s best-loved chefs take readers on a delicious journey of preserving, pickling, bottling, dehydrating, jams, jellies and more. Recipes are brought to life with natural photography that captures the homemade and wholesome aspects of preserving. The result is a book that’s something to be enjoyed as an art object as well as a great source of recipes and stories from the industry’s best.

How do you exhibit an iconic brand?

Fowlers were on show in the Makers Pavilion at the Royal Melbourne Show – and we made sure they were noticed from a distance. With a consistent theme of illustration, photography and a black and white design, the focus of our display was a cardboard cut-out tree decorated with hanging preserving jars, highlighting the natural goodness of preserved foods.

What We Did

Branding Identity
Brand Story
Brand Guidelines
Web Design
Publication Design
Art Direction