DON Crafted.
Smallgoods · Premium Tier
DON has been part of Australian fridges since 1947, built on European craft and a tagline almost every adult in this country can finish out loud. The Crafted range is the brand's premium expression. Deli-quality smallgoods for shoppers who want more than the everyday pack. The work was to build a visual system that lived up to the word crafted, signalled quality across shelf and shopper, and earned its premium price in the chiller. Created in collaboration with Disegno.
Premium, without losing the parent.
DON is a mass-market icon, earned across seven decades. The Crafted tier had to read as elevated without breaking that promise. We codified the craft into a system the shopper could read at a glance. A bespoke wordmark with hand-built character. Iconography that points to method. Photography that shows the cut, the colour, the texture. Packaging that earns its hand-feel before it earns its price.
One mark. Down the shelf.
The core range needed the same discipline applied to the master brand. A clear visual device that echoes the logo, anchors every SKU back to the parent, and draws the shopper's eye down through the range. Strong on shelf. Consistent across variants. The whole range reads as one family before it reads as individual products.
“Heritage brands rarely struggle for recognition. The harder job is earning a premium tier inside that recognition. The Crafted system gave DON a way to ask for more without ever asking the shopper to forget who they were buying.”