Branding | Design | Strategy
Date Of Birth is a Brand Creation agency. That means we create and evolve the next generation of brands. Established brands, start-up brands, conservative brands and out-of-the-box, shake-up-the-system brands.
Our team has launched some of Australia’s most celebrated and recognised names. We’ve helped start-ups become all-conquering FMCG giants, and we’ve worked with some of the country’s largest retail groups.
Our mission has always been the same: to mentor and grow brands with the founders and their teams. To nurture what’s already there, and explore a brand’s full potential - Whatever that might be.
We bring brands to life with good design, clever words and sharp strategy.
1 Language
- English
Branding Services for Seasoning Company
the project
"They are strategically and creatively talented."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I own a food business, Mingle Seasoning. We are disrupting Australian supermarkets in the pantry aisles with great tasting options that are better for everyone. We have had our brand with 6 years and recently went through an packaging evolution process to refine our brand elements and packaging with Date of Birth.
For what projects/services did your company hire DATE OF BIRTH?
We were looking for a design agency who could elevate our brand elements and refine our packaging to evolve it to a place where it popped further on shelf, was consistent and holistic across multiple categories.
How did you select this vendor and what were the deciding factors?
We spoke to a range of agencies and found Date of Birth had the experience with other FMCG brands, had great strategic insights into the industry, were professional and a pleasure to work with. Date of Birth were also affordable for a start up as some agency fees were crazy!
Describe the project in detail and walk through the stages of the project.
This has involved:
- A whole range of strategy around competitor analysis and how Mingle can differentiate in the market
- Refinement of brand identity
- Evolution of all brand elements- logo, colour, typography
- Art direction for Food photography on packaging
- Implementation of all packaging across 4 ranges and 20+ products
How many resources from the vendor's team worked with you, and what were their positions?
We have worked with 5 people from their agency, from directors, to head of strategy, to art director, junior designer and everything in between- they have a supper flat structure.
Can you share any outcomes from the project that demonstrate progress or success?
We are just about to launch our packaging evolution into market. Date of Birth have designed all packaging across 4 designs and 20+ products.
How effective was the workflow between your team and theirs?
Super effective! These guys turn things around really quickly and were on it! Workflow was fluid and they were always on time.
What did you find most impressive or unique about this company?
The people! They are strategically and creatively talented. No ego and receptive to feedback but also willing to challenge us to ensure the work is delivered at a high standard. They are flexible with deadlines and really come from a customer approach rather than "how can we win awards" approach- which I find a lot of agency
Are there any areas for improvement or something they could have done differently?
We started off this project as a "rebrand" rather than an evolution. We realised half way through this project that we actually had some strong brand elements in our current packaging and that there was a risk of saying goodbye to a lot of brand goodwill if we went with a full rebrand. I think a brand audit before commencing this project could have potentially minimised the back and forth.
Focus
Portfolio
Chemist Warehouse, ROCC Naturals, VOOST, Daily Dog, Plantein, Liptember
ROCC - Toothpaste
Meet your new main squeeze, ROCC — the toothpaste that thinks about footprints almost as much as teeth. ROCC is unique from other boring natural toothpastes out there in the market, we were done seeing the same "natural" recycled look on other brands, and created a visual identity that looked both nostalgic and brand new at the same time. Making something you would love to have sit proudly on your sink, not in your drawer.
Featured In — The Dieline, Brand New, The Brand Identity, Monotype Type Trends 2022
Awards — Shortlisted for Sustainable Design
Daily Dog
Daily Dog is a dog wellness brand that looks after their wellbeing and reward their taste buds – every single day. We wanted to celebrate all the different colourful personalities your furry friend has through fun, personality driven dog photography and bright colours.
We created a brand that would stand out from competitors in the dog wellness catergory and break away from the traditional. The brand is designed to exude fun and personality, from the typography to the logomark, that incorporates a dog head and wagging tail into the type. It expresses the best of your furry friend, and is a brand that is the best companion to your best friend.
Even Atom
Even Atom is a skincare brand that aims to provide products backed by science but touched by humans. Each product is designed to look clinical, but with a touch of identifying colour. The colour bursts refer to hands touching the product, and are built of the brand’s initials, showing Even Atom’s attention to detail in their design and formulation.
Even Atom is supported with a series of abstract visualisations based on a central motif of a circle, creating a signifier for the brand and the holistic qualities of the product.
Voost
The VÖOST effervescent range is a quality and fun brand of specifically formulated vitamins and minerals engineered in Germany and targeted at a young Australian audience. The brief was to reform the brand and take it to the next level, increasing awareness of VÖOST through engaging creative content that spoke to a young demographic of 20 to 30-year-old consumers.
Our solution in helping VÖOST on its journey to become the market leader in effervescent tablets in Australia was to use colour and fresh, eye-catching design to illustrate the young personality of the brand and to make it fun, just like the product experience itself. We designed brand collateral that could be utilised across all digital brand touchpoints.
Amble
Amble is an Australian outdoors clothing brand 110% committed to sustainability; recycling post consumer bottles into fabrics and planting trees for every order. Originally Team Timbuktu, Amble came to us in need of a brand evolution, and do a little growing up to create a brand that better reflects their values and position today.
They wanted a new name to reflect who they are. To wander, to mosey, to amble along, without any pressure of performance. Reflecting a concept of leisurely movement, indicative of recreation was the perfect fit — rather than the ‘quicker, faster, stronger’ hectic vibe a lot of other companies go for. The branding reflected this perfectly, creating the feeling of movement and stillness at the same time.
Plantein
Plantein is a range of meat-free plant-based alternatives built on incredible taste and texture and aimed at the fast-growing 'flexitarian' market. In a marketplace already crowded with meat-free alternatives, it was important that Plantein would stand out against its competitors. With a bright and appealing brand identity, we positioned Plantein to stand out from the crowd and distinguish itself as a plant-based product rather than simply blending into the meat category. Tied with fun and quirky photography and illustrations, the brand has a cohesive and identifiable look that’s impossible to miss on the supermarket shelf. Which is exactly how we wanted it.
The Base Collective
Coming Soon - Magensium Based Skincare
Coffee Bar
Coffee Bar acts as a point of difference to other coffee scrubs in the market that takes messy coffee scrubs and compresses it into a bar. As simple as that. We decided to position the brand as clean, simple and easy to use product, and expressed that through the design. The design draws on the square form the bar and the clean and compact form.
With our deliverables including packaging design and a retail merchandising strategy, we conducted a series of workshops and testing to ensure that the beautifully designed packaging would have maximum impact in the retail space, with a clean and minimal look and feel that would leave consumers wanting to pick it up.
Vinni
VINNI came to us with a simple idea: to bring you the wines you love, whenever you need them. Like sommeliers on speed-dial. When you’re in a wine bar, and you’re enjoying a good drop, all you have to do is snap a picture of the label and text it to VINNI. They'll track down the bottles, pack them up, and send them straight to your door. We created a name and identity that was as unique as the idea, with warm retro inspired colours and type to get that warm and fuzzy feeling you get opening a bottle of good wine at home.
Otto
Otto challenges the traditionally cold IT industry, it personifies what IT should be — Humanising Technology. Otto was born from a merger between two businesses, requiring a new name and identity to capture their new phase.
During the Brand Positioning stage we discovered just how much their clients loved the people they interacted with. We felt this should be personified in the brand as much as possible, we needed to make IT fun and approachable.
Otto acts as the name and mascot for the brand, seen through playful character illustrations, which adds a human touch to the brand. Coupled with bright and eye catching colours, Otto looks like nothing else in the category.
Artemis
Artemis is a new range of aroma fragrances designed for the Australian home. The design is created to fit into any home, and is based on interior design trends. The main motif of the archway represents the household and the eminating concentric lines reference the waft of fragrance throughout. The blind emboss treatment on the packaging is based on the core concept we created for Artemis; “fragrance is something you can feel, but cannot see.”
The branding references the namesake ‘Artemis’, the goddess of the moon and the hunt in Roman mythology. The moon symbol is seem on the packaging, and in the logotype itself.
Reviews
the project
Branding & Mktg Collateral Design for Immigration Law Firm
"Their friendly yet professional project management and communication are key reasons the project has gone so smoothly."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I'm the Marketing Manager of a boutique Immigration Law firm in Melbourne, Australia. Our Australian immigration lawyers specialise in Australian work visas, strategic advice, and immigration compliance.
For what projects/services did your company hire DATE OF BIRTH, and what were your goals?
Following a change in ownership our business required a new name and identity. We hired Date of Birth to develop a Brand Strategy, Brand Design and Collateral Design.
How did you select this vendor?
We were recommended 6 companies after reaching out to a select group of business contacts. This was shortlisted to 3 companies who all provided us fee proposals. We interviewed and then selected Date of Birth based on price point, qua]lity of vision and cultural fit.
Describe the scope of their work in detail, including any steps and the final deliverables.
The scope of work was broad and comprehensive and included the following key deliverables:
- Research Analysis
- Founder Interviews
- Client Questionnaires / Interviews
- Digital Research Analysis
- Competitor Analysis
- SWOT Analysis
- Perceptual mapping
- Audience Segmentation
- Brand Statement
- Product Statement
- Moodboards
- Brand Codes, Associations, Values
- Brand Personality, Tone of Voice
- Naming Workshop
- Naming Ideation
- Identity Concepts
- Design Visual Applications
- Refinement of chosen identity
- Styleguide
- Comprehensive identity system
- Copywriting
- Collateral Design
How many people from the vendor's team worked with you, and what were their positions?
I worked directly with the project/general manager who was the single point of contact throughout the project.
Can you share any outcomes from the project that demonstrate progress or success?
As a result of the rebrand our law firm's brand identity stands out in an industry generally identified by blandness and conservatism. Anecdotally we have received a lot of positive feedback about our new brand.
Describe their project management style, including communication tools and timeliness.
The project was managed by a single point of contact who provided a detailed yet easy to understand project plan that included a gantt chart with timelines for each key step in the project. Communication, including timely meetings and email responses were faultless and the project was delivered on time.
What did you find most impressive or unique about this company?
In my opinion, their friendly yet professional project management and communication are key reasons the project has gone so smoothly. From the get go, Date of Birth were deeply excited and invested in what they could achieve for us. They provided a number of unique design options, however we felt they pretty much nailed it in the first round. That's impressive.
Are there any areas for improvement or something they could have done differently?
There is nothing that we felt should have or could have been handled differently. We were completely satisfied.
the project
Branding Services for Seasoning Company
"They are strategically and creatively talented."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I own a food business, Mingle Seasoning. We are disrupting Australian supermarkets in the pantry aisles with great tasting options that are better for everyone. We have had our brand with 6 years and recently went through an packaging evolution process to refine our brand elements and packaging with Date of Birth.
For what projects/services did your company hire DATE OF BIRTH?
We were looking for a design agency who could elevate our brand elements and refine our packaging to evolve it to a place where it popped further on shelf, was consistent and holistic across multiple categories.
How did you select this vendor and what were the deciding factors?
We spoke to a range of agencies and found Date of Birth had the experience with other FMCG brands, had great strategic insights into the industry, were professional and a pleasure to work with. Date of Birth were also affordable for a start up as some agency fees were crazy!
Describe the project in detail and walk through the stages of the project.
This has involved:
- A whole range of strategy around competitor analysis and how Mingle can differentiate in the market
- Refinement of brand identity
- Evolution of all brand elements- logo, colour, typography
- Art direction for Food photography on packaging
- Implementation of all packaging across 4 ranges and 20+ products
How many resources from the vendor's team worked with you, and what were their positions?
We have worked with 5 people from their agency, from directors, to head of strategy, to art director, junior designer and everything in between- they have a supper flat structure.
Can you share any outcomes from the project that demonstrate progress or success?
We are just about to launch our packaging evolution into market. Date of Birth have designed all packaging across 4 designs and 20+ products.
How effective was the workflow between your team and theirs?
Super effective! These guys turn things around really quickly and were on it! Workflow was fluid and they were always on time.
What did you find most impressive or unique about this company?
The people! They are strategically and creatively talented. No ego and receptive to feedback but also willing to challenge us to ensure the work is delivered at a high standard. They are flexible with deadlines and really come from a customer approach rather than "how can we win awards" approach- which I find a lot of agency
Are there any areas for improvement or something they could have done differently?
We started off this project as a "rebrand" rather than an evolution. We realised half way through this project that we actually had some strong brand elements in our current packaging and that there was a risk of saying goodbye to a lot of brand goodwill if we went with a full rebrand. I think a brand audit before commencing this project could have potentially minimised the back and forth.
the project
Rebranding for D2C Sustainable Apparel Brand
"It was a pleasure to work with them, and I hope to do so again in the future!"
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the founder and director of an D2C sustainable apparel brand.
For what projects/services did your company hire DATE OF BIRTH, and what were your goals?
We engaged with Date of Birth for a rebrand, complete with naming, strategy and identity.
How did you select this vendor?
We found them through one of their previous clients and loved the work they had created, so reached out.
Describe the scope of their work in detail, including any steps and the final deliverables.
We worked quite closely with Date of Birth for the rebrand process and had quite a few back and forths before we settled on the perfect name and each element of our new visual identity. They were super involved and really cared that we were 110% happy with the end result and that it was reflective of our vision.
How many people from the vendor's team worked with you, and what were their positions?
We mainly worked with Ollie, but had some other team members involved in other parts of the process for design and presentations.
Can you share any outcomes from the project that demonstrate progress or success?
We've had a lot of good feedback from customers on our new brand identity, with it being a big step up from a cohesive, visual perspective and really levelling up to be reflective of what the brand has grown to, and will continue to grow to and deliver upon.
Describe their project management style, including communication tools and timeliness.
We communicated entirely online due to the timing of the project and ongoing lockdown restrictions with covid but it was seamless and well managed, with really quick email responses and turn around times, and fun and productive Zoom meetings.
What did you find most impressive or unique about this company?
What I loved most about working with Date of Birth (asides from their really high quality output) was our relationship with them. They felt like a true partner, rather than being a client or just another deliverable for them, like we felt when speaking with other branding agencies before we chose DOB.
From our initial communications throughout the whole project it was a really friendly, easy, enjoyable process and exactly the kind of relationship you strive for with all partners - someone you'd be happy to grab a coffee or beer with, and someone who has an excellent high quality level of work
Are there any areas for improvement or something they could have done differently?
No, it was a pleasure to work with them, and I hope to do so again in the future!
the project
Branding, Logo & Graphic Design for Nonprofit
"I know their team is just as passionate about the outcomes of our projects as our team."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm the marketing and communications manager at a nonprofit organization.
What challenge were you trying to address with DATE OF BIRTH?
We needed help with graphic design for a branding and identity project.
What was the scope of their involvement?
We use DATE OF BIRTH for all of our creative and graphic design needs. For this specific project, we were looking to refresh our logo design, photography, branding assets, and corporate identity and style guide. We gave them an in-depth project brief highlighting our goals and objectives. After they had time to digest what we were looking for, DATE OF BIRTH developed a pitch document outlining how they'd tackle our project.
What is the team composition?
We've worked with DATE OF BIRTH's social and community managers.
How did you come to work with DATE OF BIRTH?
We chose DATE OF BIRTH for this branding project based on a recommendation our CEO got from a friend.
What is the status of this engagement?
We started working with DATE OF BIRTH on this project in February 2022, and our engagement is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
The new branding represents us professionally in the marketplace — DATE OF BIRTH has delivered what we wanted and made the most of our limited resources. Since they're also a small team, they understand our challenges regarding execution and deliverables. Their team always comes to the table with great ideas and are nice people to work with. Their quality of work is good and they have quick turnaround times.
How did DATE OF BIRTH perform from a project management standpoint?
DATE OF BIRTH meets our deadlines, even if turnaround times are tight. They're always upfront about project expectations. We don't get lost in a management hierarchy — we deal directly with all DATE OF BIRTH's team members. Most of the time, we communicate with DATE OF BIRTH through Zoom meetings or phone calls.
What did you find most impressive about them?
We're really happy with DATE OF BIRTH's work; we've stayed with them for several years, and they've executed several projects for us. I know their team is just as passionate about the outcomes of our projects as our team is. If they're not happy with something, they'll go back to the drawing board to perfect it. I've dealt with other agencies that just try and push their agenda on us, but DATE OF BIRTH has never done that.
Are there any areas they could improve?
I have nothing for DATE OF BIRTH to improve.
Do you have any advice for potential customers?
I'd advise customers to have a clear brief outlining what they want from the project to eliminate a lot of back and forth and ensure the final output is what they want.
the project
Branding Services for Toothpaste Brand
"Their design aesthetic and the work they produced for us were incredibly unique."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the Co-Founder of ROCC Naturals. ROCC is Melbourne-born natural toothpaste that is seriously sustainable (featuring biodegradable tubes, the first-of-its-kind in Australia), packed with vitamins + minerals (like B12 for vegans), décor inspired, and tastes amazing (max mint freshness).
For what projects/services did your company hire Date of Birth, and what were your goals?
Our business hired Date of Birth to create a new brand identify for a new Oral Care business we were bringing to the Australian market.
How did you select this vendor?
We had known Date of Birth through our network. We were always consistently impressed with their high quality of work and decided to engage them the project. We knew they were particularly strong in the retail space.
Describe the scope of their work in detail, including any steps and the final deliverables.
The scope of work included market research of competitors, market analysis and then brand identify and creation. They also created a suite of assets for us to use as part of the launch phase for digital channels.
How many people from the vendor's team worked with you, and what were their positions?
I worked with the whole team - John the owner, Laura/Ollie the General Manager, Bianca the Head of Design, and Michael, Lead Designer.
Can you share any outcomes from the project that demonstrate progress or success?
We've had incredible feedback on the brand identity of ROCC Naturals - how unique it is, and how much it stands out in market. We've also had quite a bit of press around our brand identity - being listed on ThingTesting, The Dieline and other International publications.
Describe their project management style, including communication tools and timeliness.
Ollie, the General Manager, primary used email as the key communication tool. But Zoom / In Person meetings occur for milestone moments of the project.
What did you find most impressive or unique about this company?
Their design aesthetic and the work they produced for us were incredibly unique. Quite special is such crowded visual community these days!
Are there any areas for improvement or something they could have done differently?
Not as yet.
Although the new packaging is approaching the launching phase, DATE OF BIRTH has successfully designed the packaging of over 20 products with four versions. The team's management style and communication are effective, prompt, and smooth. Furthermore, they're flexible, creative, and talented.