Client • Lewis Confectionery 

Service • Brand Strategy, Identity, Verbal Identity, Packaging, Content, Go-to-Market

Date • Ongoing

Project Overview

Lewis Foods Pty Ltd is a third-generation, Australian family-owned business operating in South Australia since 1946, carrying on the legacy of George Lewis Ltd, established circa 1928. Lewis Confectionery Nearly a century of confectionery craft. Currently, they offer one of the widest ranges of confectionery buttons and products available from any Australian manufacturer, Lewis Confectionery, spanning chocolate, carob, yoghurt, fruit and juice, and pet treats.

The problem was that none of that heritage was landing. The brand had a story worth telling but no consistent way to tell it. The packaging didn't reflect the quality inside. The language was generic. And without a clear go-to-market position, the sales conversation with wholesale buyers was harder than it needed to be.

A brand with almost 100 years behind it deserved better than that.

Objectives

• Build a brand strategy that honoured the heritage without being stuck in it
• Develop a verbal identity and taglines that communicated quality, warmth, and distinctiveness
• Create packaging that could hold its own at shelf and reflect the premium nature of the product
• Tell the founding story in a way that was compelling for both consumers and wholesale partners
• Equip the team with the tools to open new wholesale and retail conversations confidently

Scope of Work

1. Brand Strategy - Defined the brand's positioning, personality, and long-term narrative. Grounded in the founding story and pointed firmly toward the modern health-conscious and premium confectionery market.
2. Brand Identity - Created a visual identity that balanced the warmth of a family legacy with the polish expected of a premium Australian food brand.
3. Verbal Identity - Developed the brand voice, tone, and language framework used across all touchpoints. Clear, considered, and full of character.
4. Taglines - Crafted taglines that captured the essence of the brand and gave the team memorable lines to lead with.
5. Packaging Design - Redesigned packaging across the product range to tell the brand story at the point of purchase and reflect the quality of what's inside.
6. Content Creation - Produced brand content that brought the story of the Lewis family, their craft, and their products to life across digital and physical channels.
7. Go-to-Market Decks - Built sales and wholesale presentation materials that gave the team a confident, consistent story to take into buyer meetings and trade conversations.
8. Storytelling - Shaped the founding narrative, from Harry Peters learning his craft at George Lewis Ltd in the 1920s, Lewis Confectionery, through to the third generation running the business today, into a story that resonates with modern buyers and consumers alike.

The Outcome

Lewis Confectionery now has a brand that matches the quality of what they make. The heritage is front and centre, not buried. The packaging earns its place on shelf. And the team walks into wholesale conversations with a deck that tells a story people remember.

We're proud to be part of carrying that legacy forward.

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