Services
We specialise in strategic branding and packaging solutions for FMCG, retail and corporate brands. Our experience ranges from brand identity, evolution/revolution branding, new product development, range extensions, brand style guides and POS materials. Our personalised service keeps pace with today’s tight time frames. All projects are closely managed from strategy, design development, through to the production of artwork and ongoing brand style guides. Tweak’s extensive technical knowledge and strong relationships with printers improves speed to market, while reducing potential issues and additional costs clients often incur during the pre-press process. Tweak’s commitment to our clients is further demonstrated through additional value services i.e. complementary artwork copies and online PDF library.
At Tweak, we develop long-term relationships with our clients that allow us to understand the brand vision and deliver consistent branding across every touchpoint – from packaging design to point of sale (POS).
That’s why we design innovative and interactive POS displays that work hard to communicate key messages, are visually eye-catching and effective at engaging customers in-store.
Our Approach
Tweak focus on strategic ideas that engage your target consumer and complement your brand values. Establishing insightful positioning strategies is a key element in achieving effective design that connects with your consumer.
We work with you or your research company to uncover real consumer insights that reveal ways to communicate through emotions, interests and real needs.
We also review the way a brand is positioned within its visual environment and competitive set. Assess your brand’s equity and weaknesses to improve the brand image. Explore your brand’s dialogue with its consumer to find ways of interacting on a regular basis and strengthen brand awareness.
We work collaboratively with you to build our knowledge of your brand’s history to shape its future success. Having clearly defined strategy planning, design development and production processes ensure we consistently provide high quality solutions and service.
Anthony Cody – Principal / Creative Director
Anthony founded Tweak over 25 years ago and his experience spans over 30 years across a variety of markets including food, alcohol, beverage, home care, cable television, personal care, ice cream and corporate. He began his career designing for large corporate companies and later expanded his skills working with leading Australian FMCG brands. He has worked for some of Australia’s largest design firms on blue chip brands such as Qantas, BHP and NRMA. His ability to understand consumers and develop effective strategies has been a strong asset in building successful relationships with clients such as Colgate-Palmolive, Pepsico, Lion, Unilever, Cerebos… His talent started from an early age and his strong passion for effective design drives the high standards within our team.
Paul Rumens – Managing Director
Paul Rumens brings a calm, considered precision to his role as Managing Director at Tweak—an approach shaped by over three decades in design and production. Starting out in London through a youth training scheme, he learned the craft of pre-digital design on bromide cameras and paste-up tables. That early grounding instilled a respect for detail that became his signature, whether re-mastering the Glenfiddich range, adjusting kerning or redrawing the London Underground map. “It taught me which rules you could break, and which you couldn’t.” As the industry transitioned to digital, Paul’s mindset stayed rooted in discernment.
After moving to Sydney in 2001, Paul worked across identity and advertising before finding his long-term home at Tweak a few years later. For him, packaging is where strategy meets tangibility. Known for his methodical problem-solving and thoughtful leadership, Paul guides projects with a belief in thoroughness over speed. Whether ensuring sustainability claims meet compliance standards or recreating a missing texture from scratch, Paul is committed to design that’s clear, adaptable, and grounded in trust.
Paul currently manages the Colgate‑Palmolive account across Australia and Asia, guiding the 2025 design and artwork projects for Total, Optic White, Ajax, and Palmolive.
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Shane King – Design Director
Shane King’s interest in design began with a chance glimpse into a creative studio which set his career ablaze. That early exposure sparked a curiosity that led him to study at The Design Centre Enmore, where a teacher’s insight proved pivotal: “Branding and packaging—that’s where you’ll thrive.” It was a defining moment that set Shane on a path of deep creative and strategic exploration, where he broadened his experience in FMCG packaging and corporate design for blue chip clients across Sydney’s top agencies.
Today, Shane is Design Director at Tweak, where he’s been a cornerstone of the team for 15 years. His work blends emotional intelligence with visual clarity, crafting brand identities and packaging that connect meaningfully with audiences. Whether evolving legacy brands or refreshing challenger products, Shane’s approach is grounded in empathy, storytelling, and a relentless pursuit of refinement. “Packaging is more than a pretty picture,” he says. “It’s the handshake, the first impression. It has to tell the whole story, engage in a second and lead further interest.” Shane’s career is a testament to the power of perspective, instinct, and thoughtful design.
Shane’s notable design projects include work for Nerada Tea, Kettle, Curash, AYAM, and CopRice.
Annette Robertson – Marketing Manager
Annette commenced her own marketing advisory business in 1996 developing practical marketing plans, new business activities, branding and research strategies to a variety of businesses and industries. She believes the key is to understand the target market and apply cost effective, relevant strategies. Most importantly it is essential to have empathy, work as a team and enjoy what you do.
Prior to this Annette worked in product management at Edgell-Birds Eye (Simplot) and AC Nielsen Market Research. Account Director positions for design agencies followed; Elton Ward and Morton Branding working with FMCG and corporate clients such as; P&G, Coca Cola, Lion Nathan, Nestle, Breville and Macquarie Bank.
Graduating from the University of Technology with a Bachelor of Business degree (Major Marketing) she attributes the practical skills gained from this course as a core benefit in her current role.
Feedback from our clients
- Working closely with the directors means getting to the core of the brief quickly for more insightful analysis.
- Being one of a select number of clients ensures high quality design and service.
- Develop strategic solutions that connect with consumers
- Consistently delivering high-quality outcomes.
- Explore a wide range of concepts, new ideas and innovative thinking.
- Long-term relationships that build in-depth brand knowledge.
- Extensive production experience that eliminates double handling and charges.