Will Fletcher is a multi-disciplinary designer & brand consultant, working on projects around the globe from a small studio in the beautiful English Lake District.
Superlove is an adventurous brand for adventurous kids. They take the very best from mother nature and turn it into perfect little garments that look the bees knees on little ones aged 0-6 years. A completely blank canvas branding project - Will took Superlove through a complete brand consultancy process including collaborative naming and exploratory design. Followed by a full roll out across all touch points.
Three years on from Superlove’s launch, Will continues to guide Superlove in all creative decisions and has been integral in positioning them as a design led cult British brand - winning multiple awards and garnering industry and consumer accolades for their branding and packaging.
Cascade is an iconic Australian brand with a strong heritage centred on the purity of Tasmanian water. Will retained the concept of purity whilst expanding the design to incorporate the mystery, intrigue and wild remoteness of the region. Getting the right illustration was key to the success of the project, and working closely with the renowned Chris Mitchell of epicicons ensured the authenticity of the key Tasmanian tiger image.
A major branding and packaging project for Speight’s and their newly extended range. A New Zealand icon with a nationwide fan base, Speight’s Gold Medal Ale is the country’s most popular beer. To continue that reign it was key to ensure the brand design was progressive whilst respecting heritage and retaining true authenticity and character
A full rebrand for one of the UK's leading craft breweries. The primary objective was to streamline the core beers into a clear family architecture. Web, print, packaging & signage projects followed with a single consistent brand message. The talented brew team at Hawkshead are prolific in their creation of new and limited edition brews - each one imbued with a unique character so Will's creative juices are kept flowing as fast as the beers themselves.
A full branding project for a new cocktail experience -aiming to attract the 'London set'. The name came from a popular Beach Boys song, used in the film 'cocktail. Will created the Kokomo brand with a contemporary, semi industrial look and a subversive sub context, delivering style and substance.
Every summer Coca Cola New Zealand launch a series of limited edition cans to celebrate the good times ahead for kiwis in their teens & twenties. The objective was that the packaging had to work in line with the TV campaign, which revolved around the idea of 'Wharf Bombing'; the instant refreshment brought on by jumping into cool Kiwi waters on a hot summers day.
As with all Coke branding, packs needed to retain the iconic brand essence, whilst inspiring the target market in a clever, yet accessible format. Making a clear statement about fashion & individualism, whilst maintaining the Coke visual impact.
A full rebranding programme for one of the UK's most awarded artisan bakeries. Working closely with Patrick, the owner, baker and founder of More?, to bring his baking vision to life in a visual and verbal brand experience.
One of Britain's oldest and most loved flour mills had fallen on hard times. Left behind by newer and hungrier brands, Carr's realised that they had the most engaging story out there - it simply needed to be told.
Winner of the 2014 Packaging Design Award at the prestigious Marketing Design Awards.
If modern British adventure has a face, it looks a lot Like Leo Houlding - A world-renowned climber, alpinist & adventure TV presenter who has led major expeditions & hard first ascents on every continent. The Everest summiteer produced & starred in many multi award-winning films including The Asgard Project, The Last Great Climb & IMAX Everest movie ‘The Wildest Dream’. Leo has been named one of Britain’s top 10 adventurers by the Telegraph.
Leo engaged Will to put together a series of sleek and compelling proposal materials aimed at the prospective sponsorship community for his biggest expedition yet.
Great design, the stuff that really makes a tangible difference, is born out of a desire to be different, to break category codes and to make people stop and take note. The winning concept for the Black Magic brand identity centred around passion & burlesque, themes that draw parallels with the seductive nature of dark chocolate.
The Magnificent Marshmallow Co. believe that everyone is magnificent, and that magnificent people deserve equally magnificent treats. That’s why they started making marshmallows, and now have 15 (and counting) wickedly delicious flavours for you to choose from...
By 2011 DB Export was a brand in decline. People loved the taste of the brew, but had no loyalty or connection to the brand itself due to multiple, inconsistent positionings over the preceding years. It was time to tell the real story behind the brand. To mark the 50th anniversary, DB re-launched the original brew with new branding and packaging crafted by Will to tell the historical story of Morton Coutts' life long campaign to bring export quality beer to the working man.
The results were impressive...Sales for Export 33 increased 44%, quickly taking the crown of New Zealand’s No:1 Low Carb beer.
Export Gold staged a major comeback, re-establishing itself as New Zealand's No:1 mainstream lager.
Telstra is Australia’s largest and oldest telecommunications provider. This organisation’s complex internal structure, coupled with a time consuming decision making process, highlighted the importance of having a clear methodology in place for creative approval. Getting the right level of client involvement up front was critical to the success of this project. The resulting packaging descended directly from earlier story boards, meaning that the creative intent of linking the electronic technology with human energy was kept.
Lion Brown, amongst its cult following, was known as a great tasting, no nonsense beer. The branding needed to tell a wider audience what that niche group of followers already knew. Will chose to simplify the brand right back to its core elements - looking through the archives, he spotted some vintage packaging that provided inspiration. With love & craftsmanship, a modern twist and the red lion at its heart - Lion Brown finally found a voice that resonated with its target market.
Going to the Nestle innovation team with a variety of conceptual angles for a new and dynamic youth brand stimulated interest, resulting in a two year long global re-branding program now nearing completion.