Somewhere Co.

Dick Smith Foods


Much loved Australian brand Dick Smith Foods had not updated their branding in many years. As a result, the packaging looked dated and was disconnected from the market and the brand’s customers. 

As part of a competitive pitch -  we were ecstatic when Dick Smith engaged us to help create a new overarching communication strategy.

Art Direction | Branding | Packaging | Advertising


Prior to our rebrand, the design language was uninviting and screamed "give me your money". By toning down the packaging and dialling-up the brand personality we opened the doors to a more approachable and conversational experience.  


The goal was to introduce customers to Dick Smith's cause of Australian grown, made and owned products. This was done through the development of a new brand proposition, visual design language, art direction of food photography, production management, marketing, point of sale and signage. 

Since the launch of the rebrand Dick Smith Foods has increased annual turnover to $20 million (up from $8 million). Profits of $1 million have been donated to various Australian Charities. An amazing result. And while we probably can’t take all the credit, we’re confident that our work had a part to play!