East Imperial Brand Case Study: Luke McArthur - Design Director / Senior Designer in Auckland

A world-class collection of New Zealand made tonic waters and mixers. All-natural, low in sugar, and inspired by a 1903 recipe.

As the Head of Design at East Imperial, I have spearheaded every touchpoint of this globally lauded, premium mixer brand – from brand identity, packaging, Shopify Plus webstore custom design, and all marketing collateral in both digital and print.

The East Imperial website boasted a visually engaging design that resonates with visitors while providing a seamless and secure shopping experience. My end-to-end involvement, from design to development, has resulted in a high-performing online presence.

We were incredibly proud to receive a bronze award for the design of our 180ml can packaging in the prestigious Dieline Awards for in-house teams, selected from a pool of over 1,700 entries spanning 27 countries. We also received 2 gold medals at the Pride in Print Awards for both our 7x 150ml and 10x 150ml Tasting Cases Packaging. The Pride In Print Awards are the pinnacle of recognition for the best in visual print communication products produced in New Zealand.

I’m also a strong advocate for utilizing AI generative creative to produce engaging marketing collateral. This has helped the business not only save on expensive product shoots but also placed the brand at the forefront of utilizing this technology in a unique and effective way.