DAVID JONES FOOD HALL REBRAND
Eat @ DJ’s Premium Pantry & Fridge Range
We led a complete visual rebrand of multiple premium food brands for the David Jones Food Hall: Pan Divino City, The Loose Goat, Swirl, Celebration Cake Bar, and Wok Bar. The goal was to elevate the brands while creating a cohesive, sophisticated identity across the Eat @ DJ’s range.
Over two months, we designed everything from packaging and brand guidelines to social media assets, POS materials, menus, and web content. The trickiest part? Balancing cohesion across all four brands while letting each one keep its unique personality. Add tight deadlines and evolving briefs into the mix, and it became a fun exercise in flexibility and creative problem-solving.
The rebrand hit its mark — we saw increased customer engagement, measurable sales uplift, expanded product offerings, and genuinely positive feedback. It’s a project I’m proud of because it proved that you don’t have to choose between unity and individuality; you can have both.
Below are some of the packaging options created.
Skills: Adobe InDesign, Illustrator & Photoshop | Packaging design | Brand identity | Multi-channel marketing | 3D mockups | Stakeholder collaboration
Wok Bar Takeaway Packaging
The Loose Goat – Salad Bowl Sleeves
The Loose Goat – Sandwich Boxes
