• Strategic branding solutions that

    connect with your consumer

  • Strategic branding solutions that

    connect with your consumer

  • Strategic branding solutions that

    connect with your consumer

  • Strategic branding solutions that

    connect with your consumer

  • Strategic branding solutions that

    connect with your consumer


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, The Griffin’s Food Company and AYAM.
And in Australia, we’ve shaped and revitalised some iconic household brands including Primo, Gravox, Fountain, Saxa, Kettle, Natural Chip Co., Thins, Tooheys, West End, XXXX, Sargents, Nerada, Massel, Ostelin, Invisible Zinc, Manicare, Moosehead and Nicaway.
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, pet care 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”


9 Oct 2021

Colgate Optic White Expert Range

Tweak’s pack architecture for a range of whitening toothpastes under the Optic White brand creates a clear hierarchy of information and consistency on shelf. Working within the global brand identity, Tweak delivered visual consistency using a white glow above a rippling red background. The unique whitening function of each variant is achieved using a coloured abstract graphic that links to the variant

9 Oct 2021


When Nicaway launched mini lozenges, an exciting new product to help manage nicotine cravings, it was a chance to design more powerful packaging to increase shelf presence, build consumer awareness and elevate the brand. Tweak’s revolutionary design heroes the brand logotype, leverages the brand’s benefits and improves navigation at point of purchase. Using the Nicaway red and clean geometric architecture strengthens shelf presence and brand recognition. Nicaway was featured on PKN eNews September

9 Oct 2021

Massel Asian Stock Range

Tweak was tasked to design a Massel Asian range of stock cubes. It was important to leverage the Massel identity; known for taste and quality, whilst distinctly differentiating the Asian range. Key brand assets were carried over and reimagined to set the tone for authentic asian cuisine. A black masthead with gold asian brush script clearly defines the range and is first in hierarchy. Black was carried through to the bowl with a deeper red

1 Jul 2021

Primo Chicken Dippers

Primo Chicken Dippers are one of a kind in the snacking small goods category. Tweak created packaging that followed the successful Primo Stackers brand equities of healthy, convenient and tasty snacking.

1 Jul 2021

Palmolive Dishwashing Liquid Range- Redesign

When Tweak was asked to redesign the Palmolive Dishwashing Liquid range from bottle labels to full shrink wrap labels...

6 Jul 2021

Primo Season’s Greetings Ham- NPD

For Primo’s new Season’s Greetings hams with bush-flavoured glazes, Tweak created packaging that suggests the celebratory and indulgent nature of the product.

8 Apr 2021

Nerada Tea Probiotics

Nerada has created a range of herbal infusions with added probiotics to appeal to a more health-conscious consumer. Inspired by the ingredients in each blend, Tweak designed packaging that clearly communicates the functional benefits of each variant and that has a distinct on-shelf personality.

8 Apr 2021

Fluffy Freshen Up

When Tweak designed packaging for Freshen Up, a new product for the Fluffy brand to freshen up clothes between washes, the challenge was twofold: to clearly communicate product claims and hint at the sensory experience.

9 Mar 2021

The Natural Cracker Co. – New Flavours

Since hitting the shelves in early 2019 The Natural Cracker Co. range of 100% natural crackers has seen a strong uptake by consumers.

27 Apr 2021

Ajax Professional

Tweak's revolutionary shrink wrap label for the Ajax Professional range visually disrupts in a crowded category, optimises brand communication and amplifies premium performance claims.

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 Naturals was lost on the cluttered hair care shelf and needed a simplified design to hero its natural messaging and increase shelf impact. Tweak stripped back the design to spotlight the ingredients. Using a simplified pack architecture and colour structure provides a clean, fresh backdrop for the ingredients to standout. The matte vignetted white background contrasts with the gloss ingredient photography and Palmolive brand mark. Metallic colours on variant text playfully capture the light and

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

The 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

Read more articles

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


Our office is located in the historic Mungo Scott flour mill. First opened in 1922 by Australian flour millers Mungo Scott Ltd, the building was used as a processing facility for wheat grown around New South Wales until 2009.

The building stood vacant for nearly a decade after the last operators. Recently refurbished, the five-storey brick building has been restored for a new life.


Contact us by filling in the form below.



    Suite 1.01, 18 Flour Mill Way, Summer Hill, NSW 2130. Australia +61 2 9280 4418



    strategic branding