Sebastian Archer-Cox

Led the audit, restructuring and design of a global FMCG brand world and activation toolkit for an established household brand. Reviewed and rationalised a fragmented ecosystem of legacy guidelines and assets, spanning packaging, communications, e-commerce and activation and defined a clear, modular framework to bring coherence and usability for global and local markets. I designed the document architecture, templates and pagination, then developed the core brand system and distinctive brand assets, translating them into clear, practical rules and activation guidance. The final toolkit demonstrated how the brand comes to life across key touchpoints and customer journeys, enabling consistent, high-quality execution while remaining flexible for local market adaptation.

Led the design development of a premium clinical personal-care range for a major US retail brand, following extensive consumer research. I shaped a scalable visual system across men’s and women’s portfolios that elevated the premium proposition while improving clarity, navigation and trust at shelf. The work focused on strengthening tier distinction, encouraging trade-up, and creating a more pharmacy-led aesthetic without losing accessibility. The resulting design system was proven across multiple formats and variants, including future formats and limited editions. Validated through in-situ shelf visualisations against key competitors.

Developed packaging concept systems for global FMCG brands across home care and personal care, with a focus on creating clear, scalable range architectures. For a leading European dishwasher detergent brand, I helped establish a unified brand system to address a fragmented portfolio and weak shelf presence against key competitors. The work focused on strengthening brand blocking through colour, defining a clear four-tier hierarchy (value to best), and improving shopper navigation using claims, icons, graphic devices and finishes. The resulting pack architecture demonstrated how a cohesive brand system could drive recognition, clarity and premium trade-up across the range.