Design

The brief. Nuvia (a sub-brand of Universal Food Products) needed to launch a plant-based, sugar-free sweetener into a category ruled by clinical, chemical-looking artificial brands. The job was to build the whole thing from the name up — an identity that felt natural, premium and trustworthy, and a system that could stretch across a growing product range as new lines rolled out.

The approach. I positioned Nuvia as the warm, natural alternative — the opposite of the sterile blue-and-white sweetener aisle. Strong stevia imagery, a friendly script wordmark and a warm palette lead the way, set against a hand-drawn stevia-pattern background. Everything was built as a kit of parts, so the in-house team could extend the brand without it drifting.

What I made. The wordmark and logo system; a 46-page brand manual documenting the lot; hand-drawn patterns, icons and characters; and a full packaging system spanning sweetener sticks, baking sugar replacement, drinking chocolate and a full line of sugar-free sauces. On top of the identity I produced an ongoing stream of campaign work — infographics ("Your Guide to Sugar Alternatives", "The Ultimate Breakfast Smoothie"), recipe flyers and eBooks, pop-art social posts, animated explainer videos and a Dendy cinema ad — plus the full web design and build of the nuviaproducts.com WordPress site and content for the brand's Instagram (@nuviaproducts).

The result. A cohesive, shelf-ready brand that reads as natural and premium at a glance, a documented system the team can keep building on, and a content engine that gives Nuvia a consistent voice across packaging, print, web, email and social.

The brief. Originally hired to finish Holland Forge's 150+ page web and print catalogue, I made the role my own — and as the sole designer I ended up handed the whole job: create distinct in-house product brands, package them for retail, and keep the marketing running, all under one wholesaler's roof.

The approach. Each sub-brand needed enough personality to stand on its own shelf — unique names, unique branding — while still feeling part of one family. I gave every brand its own logo and story but kept a shared design language across the packaging, so the range reads as considered rather than random, and made technical, industrial products (fans, pumps, ballasts, grow lights) look approachable and premium. Often the work had to fit tight production limits too — minimum order quantities that could restrict a package to as little as a single printed colour — so every element had to earn its place.

What I made. The Holland Forge catalogues across web and print; a refreshed Holland Forge logo and a new wordmark; and the groundwork behind it all — gathering information and imagery on the existing brands, and shooting and editing new product photography where none existed, for both web and info sheets. Then the five house brands themselves — logos and packaging for Headwind HVC (inline fans), Hydrobitz (trimming tools), IntroGro (digital ballasts and LED grow bars), Plont Powerhead (submersible pumps) and ULight (full-spectrum LED bars) — plus ongoing marketing for those and every existing brand Holland Forge stocks: Mailchimp email campaigns, event banners, signage, animated EDMs and general campaign design.

The result. A refreshed Holland Forge brand plus five market-ready house brands built from scratch, a consistent retail presence across a technical product range, and a repeatable system the business can extend every time it launches a new product.