A blog series that uncovers the inspiring journeys of our founders and collaborators in the Value+D program
This series offers a behind-the-scenes look at the transformation happening in regional NSW communities and the next generation of sustainable, health-focused products, alongside the experts helping to bring them to life.
We sat down with Olivia Hasler, the creative mind behind Lousy Creative, to dive into the world of food and beverage branding. From her journey as a curious kid fascinated by advertising to launching her own agency, Olivia's passion for storytelling and design shines through. In our conversation, she shares how to create authentic, standout brands - even on a tight budget - and why food and beverage startups should focus on more than just following trends.
Can you tell us a bit about yourself and what led you to specialise in brand design for the food and beverage industry?
I've always been a creative person. As a kid I loved art class, and as a kid in the U.S. who didn't speak English at first (my parents and I moved to the U.S. when I was 4 and English is my third language), I spent a lot of time quietly observing people, cultural norms, language, body language, comedy, you name it. Ads on television were particularly interesting to me because while I knew they were always selling something, I wanted to understand why they chose to try to sell their product in the way they did. Ads can tell you a lot about a foreign place! There are still a couple of commercials from the 90s that live rent free in my head.
Fast forward to 2015, and I moved to Tasmania to pursue my PhD at the University of Tasmania. I bought my first DSLR within a month of living in Hobart; it was my creative companion throughout a four-year, analytical thesis writing journey. Although my thesis was largely about the ecological harms caused by coal mining in Australia, I went down the rabbit hole of marketing and public relations. I was interested in finding out how something as clearly destructive as coal mining was still - despite all we know about climate change today - not only able to gain politicians' support, but also thought of by the public as a good thing. The short answer: coal's brand!
When I graduated in 2019, I knew that I wanted to put all I had learned to use as a brand designer. I had been learning design software through online tutorials and a lot of trial and error and started Lousy! to help small and mid-sized businesses look their best.
The level of innovation in the food and beverage space right now means that it's an exciting time for design within this space. This doesn't feel like work to me. It feels like I'm living in a way that is aligned with my interests and skills. I'm very grateful.
What does your day-to-day work look like as a brand designer, and what types of clients or projects do you typically work with?
Part of what I love about my job is that every day is different. My work is a mix of creative exploration, client collaboration and strategic thinking. Regardless of the agenda though, I start the day with a cup of green tea on my deck watching the birds.
Mornings are usually spent on the computer, tending to emails; researching industry trends and competitor landscapes; or in meetings with clients. My clients are either at the very beginning of their journey as entrepreneurs, or they've started their business a few years ago, have hit a stride and are looking to develop their brand aesthetics further.
Afternoons are often dedicated to creative work. After an "unplugged" walk with my greyhound, Cora, I usually come home with some kind of creative idea that I want to test - whether it's sketching a logo idea, developing a colour palette, or prototyping a package design.
I'm a night owl, so after dinner I might refine some of those creative concepts further, or let them simmer until the following day. If I have a brand photo shoot on, the day looks completely different: photoshoot, then takeout for dinner on the couch!
How would you describe your design ethos? Are there certain principles or influences that guide your creative approach?
I approach design as both an art form and a strategic tool, and I (maybe a bit controversially) believe there is a right way to design every brand. That "right way" emerges when the design aligns perfectly with the brand's story, values, and audience. It's not about following trends for the sake of being current, or getting a generic logo that looks good but would suit any brand.
If you think about major brands like Coca-Cola, they spend millions researching exactly what kind of messaging, visuals, and tone will resonate with their audience. Their campaigns feel effortless, but behind the scenes, there’s a deep understanding of what the brand stands for and how to visually express that. I bring that same philosophy to my clients, whether they’re big or small. While budgets may differ, the goal is always to create something that speaks to the right people in a way that feels true to the brand’s identity.
I draw influence from everything around me, art, culture, nature - but always filter it through the lens of what the brand stands for.
What are the foundational elements you believe every food and beverage brand should establish in their early stages to stand out in a crowded market?
There are a few foundational elements that should be established early on, before a visual identity is discussed.
The first is clear brand values; the principles or beliefs that guide how they do business. These values will influence their decisions, customer interactions and marketing. In the food and beverage space, values like sustainability, health or innovation can help a business stand out. A compelling brand story explains the why behind a product and creates authenticity. Knowing who the target audience is will help shape the brand and assist in developing a consistent tone of voice to engage these customers. Lastly, a unique visual identity. A strong logo, colour palette, and packaging to set you apart.
How do you approach creating a brand identity that feels authentic to a product’s origin or unique story? Can you share an example of a brand you’ve developed that successfully captured its essence through design?
When creating a brand identity, my approach always starts with listening to the story behind the product, whether it’s about the ingredients, the place of origin, or the founder’s vision. Authenticity comes from understanding what makes the product unique and translating those elements into a design that resonates with the audience.
Once I feel like I have a good understanding of the brand and the people behind it, I sit with it for a bit, do some research, create a mood board, and then the brand materialises in my mind and I rush to sketch it out. People always look at me funny when I tell them the brand identities come to me in "visions" - but all of my best work comes out this way!
One example that stands out is a brand identity for Very Good Baby Food, a Tasmanian-made baby food business. To showcase the brand’s commitment to transparent ingredients and uncompromising taste and affordability, we aimed to create a brand experience that looks strikingly different from its competitors. This meant a departure from the industry's usual cutesy cliches: no baby animals, cartoon characters, or comic sans-like fonts.
We played on the element of transparency by cutting the logo out of the product labels, so that customers can literally see that the brand’s got nothing to hide. The bold typography contains the right amount of playfulness when paired with the earthy yet vibrant brand colour palette. Our strategic direction propelled the brand to the forefront of premium baby food, complementing its top-tier, nutritionist approved recipes.
For food and beverage startups with limited budgets, what branding aspects do you recommend prioritising first and why are these so impactful?
For startups on a tight budget, I always recommend focusing on two key areas: a strong logo and packaging design. These are the touch points that your customers will encounter first, so they need to make an immediate impression
Your logo is the face of your brand - it’s what people will remember and associate with your product. Even with limited resources, investing in a well-crafted, memorable logo can make all the difference in setting your brand apart. It should be simple, versatile, and true to your brand's personality. A great logo builds instant recognition and sets the tone for the rest of your branding.
In the food and beverage industry, packaging is your salesperson. Consumers often make split-second decisions in-store, and your packaging is what communicates your value and story. Great packaging doesn’t have to be expensive to be effective. A design that conveys your brand’s essence - whether that’s health-conscious, indulgent, or artisanal—can help you stand out on the shelf and create a strong connection with customers. The texture, colour, and typography all play a role in shaping the perception of your product, so even on a budget, packaging is worth investing in because it directly impacts purchasing decisions.
What common branding mistakes do you see startups in this industry make, and how can they avoid these pitfalls to create a strong, lasting brand presence?
One of the most common branding mistakes I see food and beverage startups make is the temptation to lean too heavily on inspiration from their competitors or trendy designs without considering what makes their own brand unique. I can understand why startups see what’s popular and think that mirroring those elements will help them fit in and succeed. But fitting in is rarely the key to building a brand that stands out.
When you follow what everyone else is doing, your brand risks becoming indistinguishable from the competition. If you’re copying a competitor’s packaging, logo style, or colour palette, you’re not giving customers a reason to choose you over the established players in the market. Instead of trying to blend into what’s already there, startups should focus on differentiation - what’s your story, and how can you communicate it in a way that’s fresh and authentic?
Another common mistake is over-relying on trends without considering longevity. Design trends can be effective in the short term because they feel “current.” But trends change quickly, and a brand built entirely on what’s “in” right now could end up feeling outdated in just a couple of years. A brand should feel relevant but also have the flexibility to grow and evolve over time without losing its essence.
To avoid these pitfalls, startups need to first and foremost define their brand’s core values and personality. What sets their product apart? What emotion or experience do they want to evoke in their customers? Once they have a strong foundation, they can use that as a guide when making design decisions - not just following trends, but aligning with their own story and values.
Is there any other advice or insight you believe would be especially relevant for food and beverage startups or scale-ups as they grow their brands?
Remember that people buy feelings and experiences, not just products. Sharing your story unfiltered and authentic creates a powerful connection with your audience. Don’t be afraid to be vulnerable; it’s often those real, human moments that resonate most with consumers.
Olivia’s creativity, expertise and passion for authentic branding are truly inspiring. It’s been a privilege to dive into her journey and share her insights with you. If you’re as eager as we are to see how Olivia continues to shape the future of food and beverage branding, follow her agency, Lousy Creative, on Instagram, Facebook and LinkedIn. Connect with Olivia personally on LinkedIn to explore her work further, and don’t miss out on her branding wisdom on the Lousy Creative website.
>> If you missed last week’s interview with founder Jackie, click here to catch up.
Comments