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Tip Top: an iconic Australian brand that had lost impact and relevance beneath a clutter of colours, messages and product claims. Our task was to revitalise the packaging range. To showcase the honest character of the brand we introduced a simple, fold-down device across their range, to communicate that quality products should have nothing to hide. We refreshed the Tip Top logo, simplified on-pack information and introduced a tone of voice to match their playful brand positioning.