Patons asked me to give their brand a complete overhaul. (except the logotype) Their whole identity and range had become fragmented and there was no longer a clear sense of what the Brand stood for. I thoroughly audited the Brand, researched the market and interviewed customers, staff and retailers. I looked at all the products and the company history and came up with the new brand expression “from Australia with love” We repositioned the Brand to be a celebration of the tastes and flavours of Australia, centred around the Macadamia Nut. I developed the new visual style and created a Brand Bible and style guide for the in-house design team to follow. Retail sales in key locations saw a 40% increase with no additional ABTL advertising.