40 years of creating Australia’s most iconic brands
About
Hulsbosch is an independently owned strategic branding and design agency. We are passionate about the power of responsible and sustainable branding and how it enhances our client’s business and bottom line. We work in true, equal partnership that is built on trust, commitment and dedication.
What we do
Strategy
Insights / Brand Purpose / Brand Positioning / Brand Architecture / Brand Innovation
Design
Corporate Identity / Packaging Design / Naming and Brand Voice / Tagline / Digital / Motion and Sonic / Environments
Experience
Advertising and Communications / Employee Engagement / Brand Management Tools
Testimonials
40 Years of Branding Highlights
1982 & 1983
Hans Hulsbosch pioneers the concept of combining research, strategy, brand/re-brand creation and advertising in Australia and offers creative services to advertising and design companies
Art Directors Club Magazine Ad of the Year – ‘Who’s That Drinking Campari?’
Facts Awards – gold award for Hoover TV ads
1984
Qantas – Hulsbosch’s First Client
Sitmar Cruises – Hulsbosch’s Second Client
Fairstar The Funship – Naming
Facts Awards – TV Ad of the Year ‘Tia Maria Gold & Brown’
1985
Kentucky Fried Chicken: ‘Chinese Pack’ – Packaging Design
Qantas – numerous projects, including employee engagement and loyalty programs
Sitmar Cruises – Advertising Campaign
1986
GIO – Brand Identity
Qantas – Global Signage System
Sitmar Cruises – Continued to rollout advertising campaigns
Sitmar Cruises – Adnews ‘Best Travel Ad of the Year’
1987
Airshows Downunder – Brand Identity
The Kidney Foundation – Brand Identity
The Kidney Foundation – UK Mobius Award for Brand
Streets ‘Siesta’ Ice Cream – Packaging Design
1988
The ‘Holy See’ Pavilion: 1988 World Expo in Brisbane, Australia – Art Direction
P&O & Princess Cruises – Hulsbosch appointed for Branding and Advertising
Tooheys Blue – Packaging Design
1989
The International Works On Paper – Brand Identity
Featherdale Wildlife Park – Brand Identity
Qantas Bicentennial Airshow Pavilion, Richmond, NSW – Brand Identity
1990
‘The Rocks’ : Sydney’s iconic tourist destination – Brand Identity
P&O Fairstar – Brand Identity and Positioning
Qantas : 70 Year Celebration – Commemorative Poster Designs
P&O Fairstar campaign ‘Clear The Decks’ has all time record bookings
1991
P&O – Brochure Design
Australian Air Force – Brand Identity and Re-Positioning
Woolcott Research – Brand Identity
AC Nielsen – Brand Identity
1992
Karma Gourmet Cuisine – Packaging Design
Environmental Protection Authority: ‘Do The Right Thing’ – Logo
Glade – Packaging Design
Allowrie Foods – Packaging Design
1993
Hans Hulsbosch appointed Director of Graphic Design at the Design Institute of Australia
The Australian, The Bulletin and Sydney Morning Herald – Brand Feature Articles
Princess Cruises – National Brand Campaign
1994
Foxtel – Brand Identity
Thins, Doritos and Tostitos – Packaging Design
Kleenex and Huggies – Packaging Design
Glade – Packaging Redesign
1995
Thins Chips – UK Mobius Award for Packaging Design
Streets Ice Cream – The New York Art Directors Club Award
Toilet Duck – Brand Identity and Packaging Design
P&O ‘Bali Sea Dancer’ Cruise Ship – Brand Identity and Naming
1996
Colonial Group and the State Bank of NSW – Branding
Kleenex – London Advertising Awards: GOLD
Mr Muscle – Brand Identity and Packaging Design
Saltram Wine – Rebrand and Packaging Range Design
1997
Hans Hulsbosch wins Telstra’s Federal Government ‘Entrepreneur of the Year’ Award
Gatorade – Packaging Design
Hans Hulsbosch appointed ‘Patron of the College’ at Sydney Institute of Technology Design Centre
1998
MLC Plum Superannuation – Brand Identity / Naming
AMP – Rebrand
Disprin – Packaging Design (International)
P&O – ‘Tourism Brochure of the Year’ Award
1999
Hulsbosch – AdNews ‘Specialist Agency of the Year’ Award
AMP: Olympic Sponsorship – Identity
Australian Water Technologies – Brand Identity
Qantas: First, Business and Economy Class – Identity System
2000
Perpetual – Brand Identity
Brampton Island – Rebrand
‘Mosman is…’ for Mosman Council – Brand Identity
P&O’s Pacific Sky – Brand Identity and Campaign
2001
Australian Airlines – Brand Identity
Telecom NZ and AAPT merger – Brand Identity
Kleenex – Mobius Award UK for Best Packaging
P&O Cruises – Global Visual System
2002
Australian Airlines – Mobius Award UK
Australian Airlines – London Advertising Award
P&O Cruises – AMI Award for Marketing Excellence in Tourism and Leisure
Suncorp-Metway purchase GIO – Brand Positioning / Migration
2003
MLC – Rebrand
The Bobby Goldsmith Foundation – Brand Identity
Sydney Convention and Exhibition Centre – Integrated Global Brand Campaign
P&O Cruises – AMI Award for Best Ad Campaign
2004
Zurich Insurance – Rebrand
Free TV – Brand Identity
Manchester Unity – Brand Positioning
P&O Cruises – ADMA Marketing Effectiveness Award
2005
Sofitel Hotel Group – Marketing Campaign
Marbig office supplies – Brand Identity
Dettol – Packaging Identity (International)
P&O ‘See Asia by Sea’ Campaign – achieves all-time record bookings
2006
Hulsbosch – B&T ‘Specialist Agency of the Year’ award
P&O Cruises: ‘Clear the Decks’ Campaign generates new booking record
CreditCorp Group – Brand Identity
Exit Mould – Packaging Range
2007
Qantas Airways – Brand Identity
Conventions Australia – Global Campaign
Nylex – Packaging Identity
Robert Oatley Wines’ ‘Wild Oats’ – Packaging Identity
2008
Woolworths – Brand Identity
Taronga Conservation Society Australia, Taronga Zoo and Western Plains Zoo – Brand Identity
Qantas – Cannes Lion Award
Woolworths – Mobius Award UK
2009
Woolworths Own Brand – 8000-SKU Packaging Designs
Royal Caribbean Cruises: ‘Feel Special’ – Campaign Launch
Caltex ‘Star Mart’ – Brand Identity
Schwarzkopf & Henkel – Brand Positioning
2010
Hulsbosch – Adnews ‘Specialist Agency of the Year’ award
Starlight Children’s Foundation – Rebrand
Meals On Wheels – Brand Identity
Woolworths – awarded ‘Australia’s Most Valuable Brand’
2011
Virgin Australia – Brand Positioning and Identity
Woolworths – Retail Environment
Woolworths – AMI Award
AMP – Visual Identity
Australia Post – Repositioning
2012
Hulsbosch – Adnews ‘Specialist Agency of the Year’ Award
Woolworths and Qantas Identities – Desktop magazine: ‘Top 5 Australian Logos of All Time’
Rebel Sport – Brand Identity and Positioning
Virgin Australia & Royal Caribbean – AMI Marketing Excellence
2013
Allens Linklaters – Brand Identity
Woolworths ‘Beauty’ Department – Retail Environment
Budget Direct – Brand Identity and Positioning
Royal Caribbean Cruises – Instagram Film Festival Campaign
2014
McGrathNicol – Rebranding
Tatts Lottery Group – Brand Identity and Positioning
Supercars – Brand Identity
McGrathNicol – Transform Awards ASIA – GOLD
2015
Royal Caribbean Cruises in China – Brand Positioning / Campaign Launch
ABC Kids – Brand Identity
Supercars & ABC Kids – Sydney Design Award
Virgin Australia: Business Class Interior Suites – Design
2016
MTAA Super – Brand Identity
McGrath Foundation – Brand Identity
The Lott: Australia’s Official Lotteries – Brand Identity and Naming
Homer Hudson Ice Cream – Packaging Design
2017
Football Australia – Brand Identity
Velocity: Virgin Australia’s Frequent Flyer Program – Brand Identity and Positioning
Dexus: Australia’s Largest Property Group – Brand Identity
The Royal Botanic Garden Sydney – Marketing Campaign
2018
86:400: Australia’s First Fully Mobile Bank – Brand Identity
Tyro: Business Banking – Brand Identity
IAG: Insurance – Brand Identity
Socceroos and Matildas: Football Coat of Arms – Redesign
Coles Own Brand Packaging
2019
Tyro – Sydney Business Award
86:400 – Sydney Business Award
Coles: KOi Skincare – Brand Identity and Packaging Identity
Coles: Confectionery Range – FAB Award UK & Dieline Award US
Coles Kitchen – Largest Range Redesign
2020
Seven Network – Brand Identity
Australian Institute of Botanical Science – Brand Identity / Naming
Starlight Children’s Foundation – Rebranding
BlueScope – Update Logo Identity and Brand Refresh
2021
eftpos – Brand Identity
Woofin’ Good! – Packaging Design
QMS Media – Brand Identity
Spirit Super – Brand Identity and Naming
Nerada Tea – Packaging Design
KOi for Men – Packaging Design
2022
Celebrating 40 Years of Creating Iconic Brands
Spirit of Tasmania – Rebrand Identity
SBS WorldWatch – Programming Service Identity
Coles Own Brand Fresh Milk – Portfolio Redesign
2023
Tennis Australia – brand logo and visual identity
U by Kotex – complete portfolio range redesign
Liquorland – brand repositioning, logo, visual identity
Australian Marketing Institute – brand logo and visual identity
News and Views
Specialist private capital investment manager, CVC Emerging Companies (CVC ECF) has rebranded as 248 Growth Partners in a brand transformation created by international award-winning brand and design agency Hulsbosch.
Meat-free Mondays, a jump in online sales and an ever-expanding range of home brand products helped push Coles’ profits to $1.1 billion as Australians cut down on dining out in the cost-of-living crush.
Hulsbosch has completed a brand and packaging refresh for Kimberly-Clark Australia’s period care U by Kotex brand.
In its purest form, design is communication through visuals to convey a message. But, in today’s modern landscape where we are constantly bombarded with new designs around every corner and where sensory overload is the norm, how a packaging design ‘speaks’ plays a bigger role than ever for brands to distinguish themselves and become master storytellers.
The Australian Marketing Institute (AMI) has teamed up with independent design and branding agency Hulsbosch to develop and create a new brand platform and refreshed visual identity.
Creative design agency Hulsbosch has worked closely over a number of years with Football Australia. Now, with a month out from FIFA Womens World Cup 2023, the agency’s client strategy director, Carolyn Pitt, talks on how the women’s team’s built one of the biggest brands in the land.
International award-winning, independent design and branding agency Hulsbosch has developed a new identity for leading Australian supermarket chain Coles and its new range of low-sugar nutritional snacks called ‘Coles Joyful’.
Hulsbosch has rebranded Victoria-based youth homeless charity, Lighthouse Foundation, as the latter prepares for “major expansion”.
Business leaders are realising that success means building the best teams most effectively but what is the best way to recruit them?