COUTURE CREATIONS
Couture Creations
Services
Brand Strategy & Design
Brand Design Systems
Product Design
Packaging Design
Digital & Content Design
Video & Motion Design
Marketing & Communications
Copywriting
Project Overview
Couture Creations had built a loyal following in the craft and scrapbooking industry, but the market around them was shifting fast. New competitors, changing retail habits and an expanding product range meant their brand needed to work harder — and more consistently — across every touchpoint.
The Challenge
The core challenge wasn't just a visual refresh. They needed multiple brand systems that could scale. Couture Creations worked with international suppliers and sold through retailers across Australia and New Zealand, which meant every element — from product packaging to trade communications — had to hold up across different contexts, different formats and different audiences.
At the same time, their existing B2B ordering process was getting in the way of their wholesale customers, with a catalogue that had grown well beyond what their current setup could comfortably manage.
The Solution + Results
I came on board to lead the brand from the ground up. That meant developing their core identity and then extending it across an extensive range of exclusive product lines — packaging, tools, machines and accessories — each designed to feel part of a coherent family while holding their own at retail. Beyond the product work, I handled communications and marketing design across both internal and external channels throughout my time with them.
On the digital side, I designed and built a customised Shopify B2B portal to replace their ordering system — built to handle a catalogue of over 5,000 SKUs and give wholesale customers a clean, reliable experience from browse to checkout. The result was a brand and a platform they could grow into, not just patch over.
