For over two decades, 4 Aces has been a leading expert in food packaging, providing quality products and services to the food and beverage industries with high-quality and innovative food, coffee, vending, and water packaging solutions. Our commitment to excellence extends beyond delivering exceptional products; it encompasses a supply chain built on quality, value and sustainability.

4 Aces approached me in 2023 for a full rebrand. The challenge was to refresh the existing visual identity to align with their evolving brand values and goals which had veered away from sustainability, with more of a focus on their existing partnerships, value and responsibility. The aim was to create a brand that felt trustworthy and grounded but also fresh, streamline and impactful.

I began by conducting research and working on brand strategy. Receiving branded documents and their existing brand guidelines along with names of all known competitors from the marketing team at 4 Aces, I was then able to begin the initial research. I also received a brand immersion workshop document from the team that was created as a result of a meeting with key stakeholders in the business outlining their updated brand position, values, pillars and tone of voice. The document also gave me an idea of what they had in mind for the rebrand regarding colours and fonts, though ultimately they gave me full creative freedom over the project not wanting to hinder the process. I conducted competitor audits, decided upon the design direction based upon the document supplied and my own research and finalised the required key touchpoints and project success criteria.

The solution was to create a visual identity that felt clean, crisp and simple, presenting as a reliable, forward-thinking brand that cuts through the noise, garnering trust from both new and existing clients. Using rounded sans serif type paired with clean product imagery and earthy, warm colour tones reflects the company’s upgraded personality while ensuring maximum practicality across all applications.

“Harry took Housing Lab from initial brand concept through to a complete, market-ready brand and website with real clarity and commercial focus. From the outset, he applied a structured and disciplined approach, helping shape not just how HousingLab looks, but how it positions itself in the market.

He quickly understood our vision, values and target audience, translating these into a brand that feels credible, distinctive, and aligned with our ambitions. The brand guidelines and website are polished, coherent and practical to use, not just visually strong but commercially effective.

Since launch, we’ve received consistently excellent feedback, strong engagement and a number of new business enquiries directly attributable to the brand and website.”