At Patricks, a luxury men's grooming brand based in Sydney, I had the opportunity to merge sophisticated aesthetics with functional design across multiple touchpoints. During my tenure from March 2021 to February 2022, I contributed to strengthening the brand's premium positioning through cohesive design solutions that elevated the customer experience both online and offline.
Patricks Products range
The Challenge
Patricks had established itself as a premium player in the competitive men's grooming market. My role was to maintain this luxury aesthetic while creating designs that would increase engagement and support new product launches in a cohesive manner.
Following client feedback about difficulty reading product labels in shower conditions, we redesigned the packaging to feature "SHAMPOO" and "CONDITIONER" as prominent text elements
Product Packaging
Working closely with the product development team, I designed packaging that communicated the premium nature of Patricks' formulations while ensuring shelf impact. Each packaging solution maintained the brand's signature minimalist aesthetic while incorporating subtle details that enhanced the unboxing experience.
From concept to final product – Deep Clean Set packaging designed exclusively for retail partners. Note: 3D render (center) shows earlier bottle design before final updates.
Limited edition Wayne Enterprises x Uncrate x Patricks Grooming Collection launched as part of The Batman film merchandise
Brand Documentation
To ensure consistency across all brand expressions, I developed comprehensive documentation that served as the foundation for all design decisions.
Brand book and information memorandums that communicated brand positioning to stakeholders
New product development update document
Press release templates that maintained visual consistency in media communications
Brand Book covering company history, marketplace positioning, product innovation, and range overview designed for investor presentations and stakeholder communications
Digital Content
The digital landscape offered unique opportunities to engage with Patricks' target audience. I created:
Social media content optimised for each platform while maintaining brand cohesion
Digital advertisements with strong call-to-actions that drove conversions
Email marketing templates that enhanced the customer journey
Organic social media artworks designed to integrate with lifestyle photography and aspirational brand content
Impact
My contributions helped Patricks maintain its position as a leader in the luxury men's grooming space through:
Strengthened brand recognition through consistent visual identity across all touchpoints
Improved customer engagement through carefully crafted digital content
Streamlined internal processes through comprehensive documentation
Enhanced product launches supported by cohesive design strategy
Form left to right: Father’s Day social media paid ad; Brand 1 Pager; ND1 product packaging; Official website product launch banner; E-commerce compliments slip
Working at Patricks challenged me to balance creativity with commercial objectives. The experience deepened my understanding of how design can elevate a premium brand experience while driving business results.