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From the
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With 80% of wholesale customers based in South East Asia, GrapeCo required a multi-tiered brand and packaging strategy that positioned them as the 'Gucci' of grapes. 

The imperative was to deliver 20% year-on-year uplift with major Australasian retailers wanting luxury, branded produce.

Key strategic insights, drawn from a comprehensive Brand Discovery, category audit, and review of GrapeCo's operational advantages were integrated into the brand architecture,  FMCG packaging design, and activation toolkit.

GrapeCo Australia’s new Hellooo™ brand identity delivered juicy first season results across the Australasian retail grocery sector.

Brand Strategy, Naming Strategy, Identity Design, Packaging Design, Website UI Design, Brand Activations, Illustration, Retailer Presentation

Hellooo™by GrapeCo's contemporary brand and packaging has been embraced by retailers wanting a premium appeal for their retail stores. 


Success lay in crafting a fun, pronounceable brand name, story, and visual identity that could be understood in non-English markets.

A nuanced understanding of design semiotics for Asian grocery branding underpinned the creation of the brand touchpoints including trade activations, eComm website, print advertising, and GrapeCo's online B2B sales app.


The Hellooo™ by GrapeCo brand has delivered year-on-year growth and is now stocked by major retailers throughout Australasia.

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