TYSON Brand, Experience and Consumer Marketing

11/08/2026

The biggest privilege in the branding business is when someone asks you to build their brand for them. Massive internal high fives.

It’s the best feeling, and I’m grateful I get to do it with some brilliant clients.

Twenty years ago, the Cremasco family gave me the opportunity to guide them on their brand journey.

My first client. Man, I felt unstoppable. A winery!

We built it from the ground up.

Our work covered brand strategy, identity, packaging, socials and, at one point, even mentoring staff.

Over the years the brand has evolved. It was originally called Two Hills, but the essence and system we built had enough character and flexibility to keep working as the business grew and changed.

Twenty years later, that’s the bit I’m most proud of.

This reel captures the brand where it ultimately matters: in the vineyard, in production, on the bottle and out in the world.

Brand strategy, identity, design and packaging by TYSON Retail Brand Agency.
Thank you KGMG Creative for the video footage.

28/07/2026

At the Little Food Market last weekend the busiest stands weren't necessarily selling the most, they were inviting people to stay. Through their cooking, stories and questions, they gave people a reason to linger.

The best exhibitors weren't acting like retailers, they were acting more like hosts.

Most people treat exhibitions as temporary retail stores. I think they're more like brand experiences.

People don't go to food markets because they urgently need another jar of curry paste. They go to discover, taste, meet founders and collect stories. The brands that understood that left with more than sales.

The takeaway for me was this:
Sometimes the product introduces the conversation. But the conversation introduces the brand.

You can read more about my Observation here:
https://www.tysoncreates.com/observations/what-the-little-food-market-taught-me-about-brand-experience

23/07/2026

There’s something that sits quietly in the sales process. It’s something that doesn’t get picked up on a spreadsheet. It doesn’t get the same audible celebration as a “cha-ching” at the register, nor does it get the big slap of a high five after a sales call.

It’s opportunity.

Our unassuming friend that helps put our brands in good places: media, partnerships, conversations, recommendations and word of mouth.

I wrote about a TV appearance for The Kent Hotel last week. That appearance wasn't the result of a lucky phone call. It was the outcome of months of deliberately shaping how the venue showed up, what it stood for and what made it worth talking about.

I've expanded on that original post into a longer Observation because I think it's a lesson that applies to every business, not just hospitality.

If your marketing is only focused on finding customers, you might be missing the bigger opportunity... opportunity.

Position your business well enough and opportunities start finding you.

Read the full Observation below.
🔗

Positioning is often seen as a way to win customers, but its greatest value lies elsewhere. This article explores how strong brands attract opportunities, partnerships and momentum long before they appear in a marketing plan.

21/07/2026

While I was cleaning up, I stumbled across this stamp we used to blast across everything at an agency I once worked for. It would go on the back of envelopes, front of pitch decks, proposals, basically everything.

The agency was Freeform. We lent into Mexican wrestling because the word 'free' naturally led us to the world of Lucha Libre. We did some cool stuff with a great bunch of people.

This tiny piece of branding changed the way I think about identity. Because internally it helped to unite us. We believed that we were powerful across everything we did. It formed part of who we were and helped crystallise in our minds what we were capable of.

This internal belief is what helps propel brands. ‘Trust the power within’ not only made our clients smile as they opened envelopes. It helped our morale, personal development and above all else a sense of pride. Every time I saw it, stamped it or presented it, I believed it.

The lesson for me was: brands don't just shape how customers see a business. They shape how the people inside the business see themselves.

A team that believes in what they're building generally performs better.

So if you’re creating a brand or rebranding one right now, instead of asking, "Does it resonate with customers?" ask, "What does the brand say about our identity?" How does it help to reinforce the beliefs and values of the people at its centre every day? Because ultimately they are the driving force of your brand, it’s got to resonate and move them to a good place.

14/07/2026

It’s 7:30am on a Friday. I’m in the pub.

Not every Linkedin post starts there, but I was working, honest.

The reason I was there is because Channel Nine's The Today Show invited The Kent Hotel to do a live cross. They reached out, not us.

I realised we’d struck a chord. This invitation, as amazing an opportunity as it was, wasn’t the reward. It was evidence that the positioning we worked on had changed the way the pub was being perceived.

Twogirls_onepub did the review. They spoke about the atmosphere, the amenity, the food, the beers, the place. An authentic unscripted sound bite.

It reminded me that good opportunities come from putting yourself in good positions. This segment was the product of the strategic positioning and target market work we set out from the beginning. We put in the work and the platform was built, this grew from that.

So, instead of asking “Why aren’t we attracting customers?” ask, “Where can we put our brand today that will help us tomorrow?”

The commercial implication of this event is still quite early to know. But awareness is up across channels, locals are excited for The Kent, traffic to the website has increased dramatically. All welcomed increases that keep building on the brand work we’ve been doing.

The adage that your brand is what others think of it is true. That’s the product of good positioning. But good positioning doesn’t just attract customers, it attracts opportunities.

09/07/2026

Shop fronts. I photograph them because I’m a bit of a nerd. It’s a condition where I stare, smile and shoot. You know when you see someone photograph something and you think what the hell is he taking a photo of? Well, that’s me. Here’s one I took in Paris.

On my trip it occured to me. Store exteriors are the packaging designs of retail shop fronts.
The principles mimic each other. But, it’s how they are expressed is what makes them different.

👉 Brand identity is a reflection of what’s inside.
💥 Disitinctive brand assets help jog people’s memories.
👀 They should be branded in such a way that makes it easy for people to find and buy from you.

Most retail businesses stop there. But not Monsieur in the photo. He’s out there shucking oysters when his restaurant is shut. He’s embraced the value of customer experience. He’s turned his shop front into a theatre for his brand.

There’s a lesson in that. Instead of designing shop fronts in terms of brands colours and logo decals, think about the customer experience. What’s the piece of the brand people can take away with them? Even if they don’t come in or buy.

Because your brand is what others think of it. You are in charge of the narrative. You. No one else. In what ways are you giving people a chance to notice you? Give them an idea of what you’re about.

So instead of ticking boxes on your shop front design. Start kicking it with experiences that your customers will remember.

These are the kinds of things I think about and do for businesses in food, beverage and hospitality.

10/02/2026

We collaborated with Gippsland Cheese to bring their French-inspired cheeses to life. For Le Champ’s range of white mould bries, we crafted a brand world that blends vintage fromagerie charm with a warm, textured farm-to-table aesthetic. Whimsical illustrations invite cheese lovers into a slower, more romantic world.

Head over to our website to read more.

10/02/2026

What gives people peace of mind before heading to the pub? Knowing they have a table. That's why it's the first thing on website.

Here's a snapshot of website and socials for The Northside Social.

10/02/2026

Carlton North has a new northside social.

The revitalised and renovated Kent Hotel is now open.

We tapped in the local area's rich history to create a unique customer experience across brand and interiors.

More to come...

10/02/2026

Quality menus are the one percenters of the hospo game.

Every touchpoint, is literally a nudge towards a great customer experience.

We engaged the senses with these beautiful leather bound menus as part of our Brand and Interior Design partnership with and

Clear foil deboss menus from
Photography