Fluid Branding

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Overview

$25,000+

Min Project Size

$50 - $99/hr

Avg Hourly Rate

10 - 49

Employees

2001

Year Founded

ABOUT FLUID BRANDING

Building better brands

Since 2001, Fluid has been creating unique branding strategies that provide our clients with a competitive edge. Our creative team has played a key role in developing some of Australia's top brands, such as Sam's Pantry, Better Beer, Great Northern, Black Swan Dips, and BHP. Leveraging years of experience and insights from global experts, Fluid employs a thorough, strategy-focused approach to help clients achieve improved branding results for their businesses. This includes workshops, concepts, design, and production aimed at generating tangible results for their financial performance.

Tech Stack

PHP

Languages Spoken

English

HIGHLIGHTS

$25,000+

Min Project Size

$50 - $99/hr

Avg Hourly Rate

10 - 49

Employees

2001

Year Founded

Services

Focus

Industries

Clients

Services Provided

60% Brand Identity Design

25% Packaging Design

15% Graphic Design

About the Team

OUR STORY

Fluid Branding unites specialists in brand strategy, FMCG, corporate identity, and digital user experience to offer clients cutting-edge, effective solutions to complex challenges. Founded over 20 years ago by Paris Singer, who continues to drive the agency's innovation and strategic creativity, the company is committed to building world-leading brands globally. Guided by core values such as pursuing excellence, fostering collaboration, and continuously seeking better ways, Fluid Branding cultivates a culture where talent thrives and client goals align seamlessly with creative excellence. Under Paris's leadership, the agency remains dedicated to inspiring bold branding that distinguishes clients in competitive markets while embracing growth and innovation to stay industry leaders.

Portfolio

Better Beer Range – Packaging Design

Unknown

### Background Better Beer emerged from a collaboration between social media influencers The Inspired Unemployed and Mighty Craft’s Torquay Beverage Company. Challenge Fluid was tasked with enhancing the Better Beer brand assets across all platforms, ensuring the brand is prepared for future expansions. ### Solution The project encompassed developing packaging, a tone of voice that resonated with the Inspired Unemployed, a secondary visual language for point-of-sale and promotional materials, as well as an e-commerce website. Additionally, a brand architecture was created to facilitate potential portfolio growth for Better Beer in the future. ### Outcome Better Beer has proven to be an outstanding success, marking the most successful new beer launch of 2021 and projecting sales of 3 million liters in 2022. Furthermore, within just three months of hitting the market, Better Beer achieved a top 10 position in the GABs awards. ### Deliverables Tone of Voice, Packaging, Digital Design

Black Swan Dips – Packaging Design

Unknown

**Unique Dips Packaging Overview** Black Swan, a well-known food brand, began as a family venture in 1985, fueled by a love for bold flavors and experimentation at the bustling South Melbourne Market. **Challenge** Over time, Black Swan dips needed to redefine their presence in the dips section, as they had fallen behind new competitors and lost their unique positioning. **Solution** Fluid crafted a fresh brand narrative rooted in the brand’s genuine heritage from the South Melbourne market, using its signature black color innovatively to create a stronger link between its visual elements and brand story. By adopting a craftsman-like persona that emphasized the careful selection and combination of ingredients to produce bold flavors, the brand established a compelling narrative that could serve as a foundation for new product innovations, marketing initiatives, and expansions into new categories. **Outcome** As a result, Black Swan received a nomination for a 2016 AGDA Award, and sales saw a significant boost, successfully utilizing the new positioning to launch updated soup, risotto, and dips product lines. **Deliverables** - Strategy - Brand Identity - Packaging Design - Marketing Campaigns - Digital Design

Great Northern Brewing Co. – Packaging Design

Unknown

**Branding the Beer for Up Here Challenge** CUB faced a decline in market share due to the popularity of competitor XXXX Summer, which attracted a new mixed-gender demographic favoring lighter beers over CUB's traditional offerings. Marketed as a low-carb, full-strength, and refreshing alternative with a "Bring On Summer" advertising campaign, XXXX Summer prompted CUB to seek a new brand that could resonate with the Australian summer spirit and cater to emerging buying trends. **Solution** Fluid developed a series of new beer brands centered around lifestyle activities such as surfing, fishing, and camping. These brands were chosen from CUB's current offerings through qualitative research, particularly appealing to the Queensland market due to its warm weather. The selected brand was Great Northern Brewing Co, a brewery established in the 1920s in Cairns. **Outcome** The brand launched in Queensland pubs and clubs and, after gaining popularity, introduced a mid-strength variant. It became firmly established in Queensland, backed by the 'the Beer from Up Here' campaign crafted by George Patterson YNR. By 2015, the beer expanded nationally, achieving 10% of the total beer volume sold in Queensland and 23% nationally by 2018. Great Northern won the New Product of the Year Award at the 2015 Australian Liquor Industry Awards and received the Best Sales Achievement title at the 2017 Australian Drinks Awards. Since becoming national in 2015, the brand has sold 10 million liters. **Deliverables** New Product Development, Identity, Packaging, Point of Sale.

4 more projects