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Griffin Grace Design

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Griffin Grace Design

Griffin Grace helps founder-led FMCG brands make clear, confident brand and packaging decisions they won’t have to undo.

From strategy to retail-ready design, we build commercially-minded brand systems that launch, evolve, and scale with confidence. Griffin Grace is a boutique design agency specialising in creating and growing brands. We have had extensive experience on some of the worlds most loved brands. We love to utilise this knowledge to offer smaller businesses our expertise in a collaborative way. We work closely with our clients to deliver strategic outcomes driven by our passion for the craft of good design. We strive to build a strong foundation for your brand on which considered thinking and creativity can add value to your business and realise your vision and potential. Visit our Terms and Conditions and Privacy Policy page here: https://griffingrace.com.au/terms-and-conditions/

08/09/2026

𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆 𝗿𝗲𝗯𝗿𝗮𝗻𝗱 𝗻𝗲𝗲𝗱𝘀 𝗮 𝘄𝗿𝗲𝗰𝗸𝗶𝗻𝗴 𝗯𝗮𝗹𝗹.

Mamé Cocoa already had personality. The Japanese influence, the hand-drawn illustration style, the natural warmth, even that slightly imperfect charm. We didn’t want to design all of that out of it.

We wanted to 𝘁𝘂𝗿𝗻 𝘁𝗵𝗲 𝗴𝗼𝗼𝗱 𝗯𝗶𝘁𝘀 𝘂𝗽.

The branding got stronger. The illustrations became bolder and more useful across the range. The hierarchy stopped making you work so friggin’ hard to understand what you were buying. Natural stock and embossing brought in the premium feel the product deserved.

Same Mamé. Just with a lot more confidence.

And because we created a proper system around the existing elements, Matcha, Yuzu, Creamy Milk and whatever delicious thing comes next can all belong to the same family without looking like clones.

𝗔 𝗿𝗲𝗯𝗿𝗮𝗻𝗱 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗺𝗲𝗮𝗻 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗮𝗴𝗮𝗶𝗻. 𝗦𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝗰𝗹𝗲𝘃𝗲𝗿𝗲𝘀𝘁 𝗺𝗼𝘃𝗲 𝗶𝘀 𝗸𝗻𝗼𝘄𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝗡𝗢𝗧 𝘁𝗼 𝗰𝗵𝗮𝗻𝗴𝗲.

Swipe for the before + after.

And if you’ve got a brand with good bones but the packaging just isn’t quite pulling its weight… you know where I am.

01/09/2026

𝗕𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝗿𝗲𝗯𝗿𝗮𝗻𝗱 𝗶𝘁, 𝗿𝗲𝗱𝗲𝘀𝗶𝗴𝗻 𝗶𝘁, 𝗯𝗶𝗻 𝗶𝘁 𝗼𝗿 𝗽𝗿𝗶𝗻𝘁 𝟭𝟬,𝟬𝟬𝟬 𝗼𝗳 𝗶𝘁…
𝗕𝗼𝗿𝗿𝗼𝘄 𝗠𝘆 𝗕𝗿𝗮𝗶𝗻™️. 🧠

Borrow My Brain™️ is for the messy middle.

» The pack that feels off.
» The range that’s getting out of hand.
» The three directions you can’t choose between.
» The DIY job you think is okay but would quite like a professional to eyeball before you send it out into the world.

Send me the problem, the files and what you’re trying to achieve.

I’ll get my head into it before we start. Then we can workshop it together, or you can leave me alone to poke holes in it quietly.

Either way, you’ll get clear thinking, useful recommendations and, where it helps, marked-up files showing you exactly what I mean.

𝟮𝟱+ 𝘆𝗲𝗮𝗿𝘀 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱, 𝗽𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 + 𝗙𝗠𝗖𝗚 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.
𝗪𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗺𝗺𝗶𝘁𝘁𝗶𝗻𝗴 𝘁𝗼 𝘁𝗵𝗲 𝘄𝗵𝗼𝗹𝗲 𝗯𝗹𝗼𝗼𝗱𝘆 𝗽𝗿𝗼𝗷𝗲𝗰𝘁.

More than a call. Less than a project.

Got something doing your head in?

𝗖𝗼𝗺𝗺𝗲𝗻𝘁 𝗕𝗥𝗔𝗜𝗡 𝗮𝗻𝗱 𝗜’𝗹𝗹 𝘀𝗲𝗻𝗱 𝘆𝗼𝘂 𝘁𝗵𝗲 𝗱𝗲𝘁𝗮𝗶𝗹𝘀.

26/08/2026

New work for The Salami Company.

Universal Fine Foods came to us to create a new retail brand for their salami range, something that could sit confidently on shelf and feel separate from the wholesale business.

We landed on a mix of hand-drawn illustration, bold type and gold detailing, then built it into a packaging system that works across all eight products.

A little bit traditional, a little bit modern, and a lot more personality in the deli fridge.

We're pretty happy with the vibe of this one.

07/08/2026

Can we talk about logo files for a second?

Every single project starts the same way. I ask a client for their logo, and what comes back is... rarely what I actually need. A screenshot. A JPG someone pasted into a PDF and called vector. A file named “logo_final_FINAL_v5_B” that’s somehow neither final nor real.

It’s not your fault, it happens to almost everyone. But it’s exactly the gap BYO Logo fixes. Bring me your current logo, however messy, and I’ll redraw it properly and hand back a full, sorted file kit, so you never have to hunt for the “real” one again.

Comment “𝗕𝗬𝗢” below and let’s get yours sorted.

31/07/2026

𝗗𝗘𝗦𝗜𝗚𝗡 𝗦𝗖𝗛𝗢𝗢𝗟 𝗧𝗔𝗨𝗚𝗛𝗧 𝗠𝗘 𝗞𝗘𝗥𝗡𝗜𝗡𝗚.

𝗜𝗧 𝗗𝗜𝗗 𝗡𝗢𝗧 𝗧𝗘𝗔𝗖𝗛 𝗠𝗘 𝗛𝗢𝗪 𝗧𝗢 𝗥𝗨𝗡 𝗔 𝗕𝗨𝗦𝗜𝗡𝗘𝗦𝗦.

I can build a brand from scratch. I can lead a strategy, obsess over half a millimetre and spot the wrong black from across the room.

But when the structure of Griffin Grace changed and I suddenly had to take ownership of every part of the business?

Entirely different brief.

I recently joined Laura Higgins | Creative Business Coach and Speaker on the 𝘔𝘺 𝘉𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘗𝘭𝘢𝘺𝘣𝘰𝘰𝘬 podcast to talk about the last year.

Plot twist: we barely talk about design.

We talk about what happens when your business changes underneath you. The panic. The systems. The numbers. The visibility. The imposter syndrome. Finding your own voice after spending years slightly behind the scenes.

And how joining The Next Level Club helped me stop winging it and begin building a business that actually works for me.

Listening back made me feel wildly uncomfortable. Sharing it feels even more uncomfortable.

But several designers have already messaged me to say how much they got from it, so here it is.

For every designer quietly wondering whether everyone else understands the business side better than you:

They don’t. They just learned it somewhere.

🎧 Watch the episode via the link in my bio.

I’ve spent more than 25 years learning the packaging stuff design school doesn’t teach you.

The compliance. The practicalities. The things that can turn a beautiful design into an expensive production problem.

I’m working on ways to make more of that knowledge accessible to both designers and CPG founders. More on that soon.

Tell me in the comments: what is the business lesson you wish someone had explained earlier?

24/07/2026

A good brand process isn’t a straight line.

We zoom out before we zoom in.
Strategy takes in the bigger picture, then sharpens it into one clear direction.

From there, we open the thinking back up and explore three distinct creative directions. Not three random design options. Three strategically grounded ways forward.

Then we test, challenge, combine and refine. Often creating the magical fourth. The direction that feels unexpected, ownable and completely right.

That becomes the brand core. The identity, hero pack or design system everything else grows from.

Then we expand it across every touchpoint.
Because a brand is never just a logo. And it is never just a pack.
It is an entire world.

22/07/2026

𝗧𝗛𝗘 𝗟𝗜𝗧𝗧𝗟𝗘 𝗙𝗢𝗢𝗗 𝗠𝗔𝗥𝗞𝗘𝗧, 𝗬𝗢𝗨 𝗔𝗕𝗦𝗢𝗟𝗨𝗧𝗘 𝗥𝗜𝗣𝗣𝗘𝗥.
What an epic day and such a brilliant platform for small FMCG brands doing seriously good things.

There were current clients, soon-to-be clients, fresh ideas everywhere and, naturally, some very good gin.

Huge shout-out to Mamé Cocoa for an activation that absolutely nailed it, Corporal Freddies for the giant wall of products and ever-growing range, and Sporadical City Mushrooms showing off their shiny new labels.

A few more standouts: the most outrageously buttery butter from Madeline Butter, the swoon-worthy bottles from Taylor & Smith Distilling Co, and the now-viral Tahini Neri Labneh that very much lived up to the hype.

So many clever founders, beautiful brands and delicious things in one room.

My kind of market. My kind of people. More of this, please.

16/07/2026

TURN LEFT TO TURN RIGHT. Because Melbourne likes to make things interesting.

Hook Turn takes its name from one of the city’s most iconic, confusing and mildly terrifying driving manoeuvres. Sit in the left lane. Wait. Then turn right across the intersection so the trams can keep moving. Easy. Apparently.

It’s a very Melbourne name for a range made in the capital of coffee.
The packaging pulls directly from the streets, with oversized directional arrows, typography inspired by road signs and a Melbourne map focused on those notoriously tricky intersections.
Hot chocolate and sticky chai with plenty of local character.

Confusing on the road. Unmissable instore.

15/07/2026

Sunraysia Five Star had the opportunity to take its range beyond the classic bottle and into a sharp new 150ml can.

The new look needed to feel punchy, contemporary and made for global hospitality, while still sitting comfortably alongside the core range.

Small can but big presence! Built for minibars, premium venues and a seriously good hair of the dog.

05/06/2026

Uh-Oh… you’ve got packaging problems!

» Maybe your sales are doing the cha-cha.
» Maybe retailers keep asking the same awkward questions.
» Maybe you’re getting listed, then delisted. Rude.
» Maybe people love the product after tasting it, but the pack is not pulling them in.
» Maybe the business has grown up, but the packaging is still wearing its first-day outfit.

So obviously the first instinct is to burn it all down, change the logo, redo the labels and call it a rebrand.

Very dramatic. Not very strategic.

Because a rebrand does not always mean a complete re-do.
Sometimes your brand needs a 𝗥𝗘:𝗦𝗘𝗧 because the old identity can’t carry where the business is heading.
Sometimes it needs a 𝗥𝗘:𝗙𝗥𝗔𝗠𝗘 because the product is strong, but the market isn’t reading it properly yet.
And sometimes it needs a 𝗥𝗘:𝗙𝗜𝗡𝗘 because the brand still has value, but the packaging isn’t pulling its weight.

That’s why I created 𝗥𝗘:𝟯.
A free guide and quiz for founder-led FMCG brands who know something needs to change, but need to work out what level of rebrand will actually fix the problem.

Download the guide. Take the RE:3 Quiz.
DM “𝗥𝗲𝗯𝗿𝗮𝗻𝗱” or click this link to start:
https://studio.griffingrace.com.au/re3-rebrand-guide

Address

3/137 Austin Road, Seaford
Melbourne, VIC
3198

Opening Hours

Monday	9am - 5:30pm
Tuesday	9am - 5:30pm
Wednesday	9am - 5:30pm
Thursday	9am - 5:30pm
Friday	9am - 5:30pm

Website

https://griffingrace.com.au/contact/, https://studio.griffingrace.com.au/re3-rebrand-guide

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