Tozer Studio - Website Design & Brand Identity

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Tozer Studio - Website Design & Brand Identity Website design and brand identity for small businesses across Australia. Design-led, strategy-first — built to attract the right clients.

Based on the Mid North Coast, NSW

Pastoral — Website Design & BuildThe website doesn't describe the brand. It is the brand.Custom WordPress / WooCommerce ...
07/10/2026

Pastoral — Website Design & Build

The website doesn't describe the brand. It is the brand.

Custom WordPress / WooCommerce build. Every section — homepage, product pages, gifting — is an expression of the positioning, not a template filled with content.

The product page is spare and factual. Material, construction, price. No selling language, because the voice rules don't permit it. The gifting page carries the same restraint: gift cards valid indefinitely — we do not expire generosity.

Website design and build by Tozer Studio. Series 4 of 5. tozerstudio.com · pastoraldesign.com

Pastoral — The Design SystemFive colours. Two typefaces. And a short list of things that are never permitted.The palette...
01/10/2026

Pastoral — The Design System

Five colours. Two typefaces. And a short list of things that are never permitted.

The palette: Pastoral Black, Sand, Stone, Coast White, Paper. No seasonal swaps. No trend-led introductions.

The type: Cormorant Garamond for display. Jost for body. Light weights throughout. The type carries warmth where the palette carries restraint.

The most useful part of any design system isn't what it includes. It's what it rules out.

Brand identity by Tozer Studio. Series 3 of 5. tozerstudio.com · pastoraldesign.com

Pastoral — The WordmarkFaculty Glyphic. Regular weight. Uppercase. 0.2em letter-spacing.When the entire Pastoral brand w...
25/09/2026

Pastoral — The Wordmark

Faculty Glyphic. Regular weight. Uppercase. 0.2em letter-spacing.

When the entire Pastoral brand was rebuilt from the ground up — new palette, new typography, new voice — this was the one element that survived. The wordmark had already done its job. It didn't need to be louder. It needed everything around it to get quieter.

The mark appears in Pastoral Black or white. Never in Sand, Stone, or any secondary colour. It doesn't change to match a season. It has one voice.

Brand identity by Tozer Studio. Series 2 of 5. tozerstudio.com · pastoraldesign.com

Pastoral — Brand IdentityThe brief started with a gap in the market: no Australian-made childrenswear label competing in...
23/09/2026

Pastoral — Brand Identity

The brief started with a gap in the market: no Australian-made childrenswear label competing in the space occupied by Bonpoint, Caramel London, and Petit Bateau.

Pastoral is handmade on the Mid North Coast of NSW. Gender neutral by design. Built around old craft traditions — hand-cut and hand-sewn appliqué — with garments intended to be passed down, not discarded.

The brand strategy began with four pillars. Every decision — from the wordmark to the website to how the voice works on a care label — tested against them. If it wasn't an emphatic yes on all four, it was a no.

Brand identity and website design by Tozer Studio. Series 1 of 5. tozerstudio.com · pastoraldesign.com

23/09/2026

Pastoral — Brand Identity

The brief started with a gap in the market: no Australian-made childrenswear label competing in the space occupied by Bonpoint, Caramel London, and Petit Bateau.

Pastoral is handmade on the Mid North Coast of NSW. Gender neutral by design. Built around old craft traditions — hand-cut and hand-sewn appliqué — with garments intended to be passed down, not discarded.

The brand strategy began with four pillars. Every decision — from the wordmark to the website to how the voice works on a care label — tested against them. If it wasn't an emphatic yes on all four, it was a no.

Brand identity and website design by Tozer Studio. pastoraldesign.com

Pastoral — Brand IdentityThe brief started with a gap in the market: no Australian-made childrenswear label competing in...
03/09/2026

Pastoral — Brand Identity

The brief started with a gap in the market: no Australian-made childrenswear label competing in the space occupied by Bonpoint, Caramel London, and Petit Bateau.

Pastoral is handmade on the Mid North Coast of NSW. Gender neutral by design. Built around old craft traditions — hand-cut and hand-sewn appliqué — with garments intended to be passed down, not discarded.

The brand strategy began with four pillars. Every decision — from the wordmark to the website to how the voice works on a care label — tested against them. If it wasn't an emphatic yes on all four, it was a no.

Brand identity and website design by Tozer Studio.
pastoraldesign.com

I hear a version of this from a lot of small businesses: “our website is so embarrassing we’re almost hesitant to send p...
28/08/2026

I hear a version of this from a lot of small businesses: “our website is so embarrassing we’re almost hesitant to send people to it.”

The instinct is usually to assume everything needs rebuilding from scratch. The reputation, the service, the whole thing.

It’s almost never true. The reputation is fine. The work is good. The website just hasn’t kept up.

That’s a surface problem, not a structural one. And the surface is what we’re there to fix.

If this is you, worn but absolutely not unworthy, get in touch.

Image: Limestone fragment of an altar with a relief, Cypriot, Late Archaic–Early Classical, ca. 500–480 B.C.

This earthenware bowl was made about nine hundred years ago. Not for display, for eating from. An ordinary object in its...
21/08/2026

This earthenware bowl was made about nine hundred years ago. Not for display, for eating from. An ordinary object in its own time.

The maker still gave the fish in the centre a slightly lopsided, slightly playful expression. They didn’t have to do that. The bowl functioned perfectly well without it.

That’s the extra step that separates something made to a specification from something made with care.

The brief doesn’t ask for the detail that makes it memorable. The craft is in noticing that the detail matters anyway.

Image: Bowl with fish and water-bird motif, Byzantine, 12th–13th century. The Metropolitan Museum of Art.

Twenty years of design work. Four cities. The kind of clients who expected the best and had the budget to demand it.Then...
14/08/2026

Twenty years of design work. Four cities. The kind of clients who expected the best and had the budget to demand it.

Then a deliberate decision to move to the Mid North Coast and direct all of that at the businesses that rarely get access to this kind of craft.

Not because I couldn’t keep working for large organisations. Because I thought small businesses deserved better.

Paul Rand, one of the most influential graphic designers of the twentieth century, said this.It’s the most accurate desc...
06/08/2026

Paul Rand, one of the most influential graphic designers of the twentieth century, said this.

It’s the most accurate description of why good design looks effortless and isn’t. The simple version is always the result of a hundred decisions you never see. The whole craft is in the removal.

Address

Tozer Street

2440

Opening Hours

Monday 09:00 - 17:00
Tuesday 09:00 - 17:00
Wednesday 09:00 - 17:00
Thursday 09:00 - 17:00
Friday 09:00 - 17:00

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