Challenge
Build a contemporary food brand that could make an everyday category feel distinctive, optimistic and easy to enjoy.
Selected work / 2026
PASTY brand identity
Creative approach
An ownable blue-and-gold palette, characterful typography and appetite-led imagery created a bright and flexible brand world.
Output
A complete identity and packaging architecture designed to move naturally from shelf to campaign and social content.
The work
Graham led PASTY’s creative direction, connecting brand strategy, identity, packaging and campaign expression around effortless enjoyment.
Role: Creative Director — strategy, brand identity, packaging and campaign direction.
Disciplines: brand strategy, identity systems, packaging and integrated campaigns.
