Gwen Blake. Credit: Boxer Brands
Sydney-based agency Boxer & Co. has rebranded as Boxer Brands, marking its shift into broader strategic brand work while keeping its packaging roots.
Founded by Gwen Blake 18 years ago, the independent agency now works across brand architecture, positioning and identity systems for Australian and global FMCG clients.
It continues to specialise in retail environments.
Blake said the new name was chosen as a clearer expression of what the agency is today.
“We’ve always been highly strategic, but our work now spans brand architecture, positioning and design systems, alongside the packaging expertise we’re known for,” Blake said.
“This evolution allows us to better articulate the value we deliver and the problems we solve for clients.”
Boxer Brands’ approach is grounded in behavioural science and its Boxology methodology, which looks at how shoppers make instinctive decisions in busy retail settings.
The agency works across food, beverage, beauty, health and household categories with clients including Woolworths, Nestlé and Kraft Heinz.
“Shopping today is fast, fragmented and mentally taxing,” Blake said.
“Our role is to bring clarity and joy to those moments, through design that works as hard commercially as it does creatively.”
The rebrand comes with a new website and visual identity. The team, leadership and client relationships remain the same.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.