Bellroy is an Australian accessories brand born in Bells Beach and Fitzroy, built around the idea that you can carry less and live better.
As Lead Designer, I looked after brand, packaging, visual merchandise, and art direction – from retail installations to international collaborations and product launches.
Incu x Bellroy
When Bellroy launched its new colour ways, I was responsible for the visual merch concept and installation built from hundreds of wallets – forming a rainbow across the store front. We tested the concept in two Incu stores in Sydney and Melbourne and it became one of Bellroy’s most successful and shared retail moments.
• Brand
• Packaging + POS
• Visual Merchandise
• Art Direction
Telstra x Bellroy
The Telstra Discovery Flagship Store on Bourke Street gave Bellroy a dedicated section inside one of Australia’s most prominent tech retail environments.
I covered the clinical white metal walls with warm timber vinyl, brought in custom timber shelving, and rebuilt the space from scratch – warm, inviting and considered in the middle of a tech store, which was entirely the point.
• Brand
• Packaging + POS
• Visual Merchandise
