Led the global rebrand of Breville, redefining the brand to feel more approachable, human, and emotionally connected while celebrating the joy, heritage, and generational love of cooking.

Established a refreshed brand voice and visual identity rooted in warmth, simplicity, and everyday inspiration, shifting the brand from functional to experiential. Elevated the color palette, photography, and storytelling to highlight food, ritual, and the small moments that bring people together.

Directed the development of a scalable design system that could flex across a highly complex portfolio spanning multiple appliance categories, from core kitchen products to non-traditional extensions. Created a clear and intuitive step-up architecture, using color, layout, and messaging to guide consumers seamlessly from entry to premium tiers.

Balanced consistency with flexibility by defining core brand principles while introducing adaptable frameworks for innovation-led and specialty products, ensuring each could stand out while still feeling unmistakably Breville.

Oversaw the end-to-end execution across packaging, digital, retail, and brand communications, aligning all touchpoints into a cohesive, modern ecosystem that improved clarity, strengthened brand equity, and enhanced the overall consumer experience.

Delivered a refreshed brand that not only simplified how consumers shop and understand the portfolio, but also brought more life, warmth, and appetite appeal to everything Breville creates.