Over the past 20 years, Tweak has worked on more than 200 packaging projects for some of the world’s best known brands.
We’ve helped to innovate and reinvent international brands for Colgate Palmolive, PepsiCo, Lion, Snackbrands and AYAM.
And in Australia, we’ve shaped and revitalised some iconic household brands including Gravox, Fountain, Saxa, Kettle, Natural Chip Co., Thins, Tooheys, West End, XXXX, Sargents, Nerada, Massel, Gastrolyte, Ostelin, Invisible Zinc, Manicare and Moosehead.
We’ve built brands that have grown categories through effective consumer insights and reinvigorated stagnant brands.
We have worked across many industries and categories including personal care, home care, food, beverage, alcohol, snacking and pharmaceutical.
We continue to explore new ways to connect with consumers through research insights, innovation and disruptive strategies.
Many of our clients have been with us for 10 years or more. Building long term relationships and brand knowledge has proven to be effective in achieving results every time.


“Understanding the core consumer is key to
providing creative ideas that tap into their world”


25 Jun 2019

AYAM™ Hawker Market

AYAM™ wanted to capture the growing consumer appetite for street food with a new range of ready sauces in the Asian sauce market: Hawker Market. By crafting an evocative Asian street scene used in tandem with vibrant food photography, Tweak has created a vivid and colourful story of the authentic flavours and taste of the hawker market experience. The Hawker Market sub-brand sits under the AYAM™ logo to tie the range into the well-loved AYAM™

1 Oct 2020

Palmolive Naturals Hair Care Range

Palmolive wanted to change the positioning strategy of the core hair care range, moving from technology to more natural extract messaging. The new design is simple, clean, and easy to understand. Each variant utilises a piece of nature to provide the desired benefit. We hero the core ingredient to drive this simple message home. The previous range was multicoloured each variant a completely different colour to the next. This multicolour effect fractured the range reducing

1 Oct 2020

Kettle Chunky Chips

To engage consumers in the already competitive snack food category, Kettle has created a new thick cut potato chip for a bigger, crunchier potato taste. The pack design leverages the successful Kettle premium chip brand credentials but highlights the sub-brand name ‘Chunky’ in a distinctive font on a coloured band for shelf shout. The sliced potato chip stack very simply illustrates the thick-cut offering and a call out communicates the thick cut proposition to help

26 May 2020

Primo Gourmet Sausages

For Primo’s new Gourmet Sausage Recipes range, Tweak created packaging that signals the crafted and premium nature of the range and inspires consumers to create their own delicious meals.

12 May 2020

Palmolive Eco Dish Liquid

With environmental issues becoming more important to consumers and corporations, eco-friendly products are making it into more shopping baskets.

4 May 2020

The Natural Chip Co. Lentil Craves

For The Natural Chip Co. Lentil Craves, Tweak created packaging that communicates the brand’s flavour credentials and sub-brand’s better for you positioning.

25 Mar 2020

Kettle Flatbread Crackers Packaging

To support Kettle's move into the cracker market Tweak leveraged the brand's flavour credentials and premium positioning. The crafted nature of Kettle Flat Bread Crackers is reflected in vintage typography, carefully composed photography and textual finishes. Designed to be enjoyed on its own or with a topping, the elegant food styling communicates the quality and flavour profile of the cracker. Black is synonymous with the Kettle brand and has been used to back the range

4 May 2020

Natural Chip Co. Veggie Rings

Tweak crafted fun and colourful packaging with lots of shelf shout to launch Veggie Rings, a kid friendly lunchbox snack from The Natural Chip Co. into the market. 

25 Mar 2020

Reef Sunscreen

Reef Sunscreen is designed for sunlovers who love the Reef Coconut fragrance but want a high SPF sun protection. Maintaining functional communication for users to navigate via the SPF number was key to consumers discovering Reef 50+ in the sunscreen category. The pack architecture heroes the 50+ SPF, highlights the product name and signals the coconut fragrance through the use of metallic brown colour

25 Mar 2020

Reef Shimmer

Reef Shimmer is a new innovation in its category, tapping into the body glitter and shimmer trend. The minimalist clear bottle provides product show through to hero the glittery, metallic effect and elevates this to a more modern and luxurious product. A simple black square panel inspired by the beauty category highlights key product information breaking away from the core range communication. Reef Shimmer was featured on PKN eNews April

25 Jun 2019

Massel Gravy Range

Tweak’s distinctive pack architecture for the Massel gravy range achieves maximum shelf cut through in the crowded gravy market while strengthening variant navigation.

10 Apr 2019

Natural Cracker Co.

Following the success of The Natural Chip Co. potato chip comes the launch of The Natural Cracker Co. taking on the power brands in the cracker category.

25 Jun 2019

Palmolive Men Charcoal Soap

Charcoal is a trending ingredient in the personal care category and Tweak’s packaging for the new Palmolive Men’s Charcoal Soap communicates confidence and purpose.

13 Jun 2019

Nerada Speciality Range

Tweak developed a premium range of Speciality Teas to extend Nerada’s Tea range- Royal Devonshire and Earl Grey. Classic, premium cues such as gold trim, ornate patterns and script typography were used to convey the quality and authenticity of the product. The colours associated with the Tea type are commonly seen in this

25 Jun 2019

Fluffy Nature’s Inspirations

Tweak’s packaging solution for Fluffy Nature’s Inspirations captures the essence of nature through the use of green and fresh evocative floral imagery.

8 May 2018

Kettle Taste Sensations

Tweak’s design simply and elegantly conveys taste and premium cues, beginning with the expressive script used for ‘Taste Sensations’, which is underscored by an emotive product descriptor, ‘Decadent Flavour Collection’.

25 Jun 2019

Fluffy Pure Scents

Fluffy Pure Scents is aimed at the consumer who enjoys a vibrant and long-lasting fragrance but is limited by hypoallergenic choices in the market.

21 Sep 2018

Kettle Popcorn Cups

Following the successful launch of the Kettle Popcorn bag, the range was expanded to include a convenient cup format. The smaller serving size and easy to hold format taps into the consumer demand for snacking on the go. Available in three varieties: Honey & Butter, Salted Caramel, Sweet & Salty. The Kettle Popcorn Cups was featured on PKN eNews October 2018 Source: Food&Drink Sept. pg 34  ...from the Exberry Colouring Foods, GNT. Popcorn goes premium

29 Aug 2018

Ostelin – Packaging Evolution

In a heavily saturated category, Ostelin needed to work harder to standout from the crowd. Tweak streamlined and modernised the packaging to increase premium cues and better connect with consumers. 

28 Nov 2018

Kettle Uppercuts

The Kettle brand is synonymous with quality crafted potato chips and Tweak leveraged these credentials in the packaging for its new corn-based chip, Kettle Uppercuts.

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“Design solutions that are strategically aimed to
complement your brand values and engage the target consumer”


Our office is located in the historic Farmers & Graziers Woolstore, built in 1895 by grain and wool merchant, John Bridge. The building operated as a woolstore for 100 years, playing an important part in what was Australia’s most valuable export industry. Although the building has been extensively refurbished for residential and commercial purposes, a large, rare and possibly unique assemblage of Australian-made machinery related to the wool warehousing and broking industry has been retained.


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Tweak, C24 38-48 Macarthur Street, Ultimo, NSW, Australia +61 2 9280 4418




strategic branding