Preflight Creative

06/09/2026

This is why it’s so crucial to test your pack in its likely environment. You can’t always cover every base but not doing a check at all leaves you susceptible to making a doozy decision.

Don’t feel goofy doing it, I do it all the time 😅 I’d rather feel goofy for a couple mins than a lifetime making an expensive oversight.

03/09/2026

Working on packaging but feeling overwhelmed? 👀
You are definitely not alone.

What if you had a clear, no frills guide designed by someone who’s already helped plenty of brands get their products killing it on shelf? My Shelf Talker email (going out tomorrow) is dropping my new Playbook 'Packaging Unpacked' that walks you through everything you need to know.

There is even an interactive PDF tucked in the back because I believe in things you can actually use, not just look at.

Save it, share it or even screenshot it.

Build from it but most importantly move forward with confidence and that my friends is the hardest part when you simple don't know what you don't know.

Jump onto the list before you miss it head to www.preflightcreative.co.nz

31/08/2026

Sold out in only a few weeks online 🥳

The Remarkable Cream peanut butter cup label uses elevated gold foil positioning to signal a premium brand position - but that only works if it actually translates to shelf and boy does it.

From screen to the finished product, every detail was intentional and designed to perform. Premium positioning. Premium ex*****on. Premium results baby!

06/08/2026

First collab with Remarkable Cream. They weren’t messing around, and neither was I.

This Peanut Butter Cup bottle is part of their nostalgia series. The brief was simple: hit hard without losing what makes their range work. So I ditched the colour explosion and went deep into browns instead.

I’d noticed on some of the previous yellow bottles the labels disappeared into the bottles a bit. Like the label edge was invisible.

So I utilised tones to within an inch of their lives 😅 A warm palette, bit of richness to be louder and sharper where it had the most impact. Same brand just with stronger shelf presence.

Available now at all good liquor stores or hit the Remarkable Cream website up and grab a bottle (or 2) I won’t judge.

28/07/2026

Did you see this years Anzac Range in store? Which was your favourite? My personal favourite was the two larger tins but the soft spot would have to be the propaganda tin just for something different. I loved designing these it was both a challenge and a privilege.

Don't forget you can support the RSA year round by buying the biscuit packs from local Countdown and New World Stores.

20/07/2026

Let me be real for a second, yes you should love your brand direction but first and foremost it should be built for the person who’s going to buy it, not just what looks good to you.

If you’re not appealing to your customer you’ve made something pretty that won’t sell, and pretty without purpose is pointless.

Many skip this crucial aspect and end up paying for it later with discounted stock or expensive rebrands.

Don’t let that be you ✌🏼

17/07/2026

If your product isn’t selling then there’s a high chance your packaging is completely invisible on shelf.

You’ve got 3 seconds… use them wisely. If a shopper can’t work out what the hell it is in that time, they’re moving the hell on.

If you want insights on what makes successful packaging and how to ensure yours does its job well you need to be on the weekly shelf-talker email list.

Link is in bio, catch you there.

15/07/2026

29/06/2026

🌟 New Work 🌟

I love working with sustainable brands and Lucy & Calvin keep that at the heart of everything they do. They have an existing range and this was my first project jumping on board with these guys so maintaining a cohesive look and feel to the rest of the range was crucial.

Picking a new colour that could stand out from the others but also keeping the similar tonal range was one of the big decisions. Drawing up the new illustration was quite fun too.

The easiest way to get your hands on their beautiful glass straws is online at www.sucker.co.nz.

Can't wait to work with these two again 🥳