Independent brand design agency The Creative Method (TCM) is marking 20 years in business with a renewed emphasis on strategy, refreshed leadership, and new client mandates across food, beverage, and FMCG.
Founded in 2005 by designer Tony Ibbotson, TCM has played a role in shaping some of Australia’s most recognisable brands. Its portfolio spans quick service restaurants and consumer packaged goods, with milestone projects including developing Guzman Y Gomez from inception to a $3 billion business, guiding Saint Clair Family Estate to global wine status, and helping petcare company Prime100 scale into a $500 million operation.
The agency has also worked with Red Rooster, Oporto, Chicken Treat, and El Jannah, focusing on sharpening brand relevance in highly competitive categories.
Client El Jannah
Leadership and strategy reset
Managing director Nicole Rippey said the anniversary is an opportunity to both celebrate and reset. “We’re proud of what we’ve achieved, but we’re not here to dine out on past work. We’re doubling down on strategy, refining the way we work, and making sure every creative solution we deliver is as strategically sharp as it is inspiring.”
As part of the reset, TCM has introduced a strengthened leadership structure. Rippey combines strategic oversight with operational leadership, while Lucy Ryan steps into business development and marketing. The board has been expanded with the appointment of Martin Mason as non-executive director, and the agency has added four senior consultants with expertise in FMCG, alcohol, and beverages.
Client Guzman y Gomez
New projects and future focus
Current mandates include a rebrand for Flappy’s Louisiana Fried Chicken, a packaging overhaul for a global bourbon brand, a new direct-to-consumer launch in petcare, and TCM’s first move into the US THC beverage market with Nektr Infusions.
“On the edge is where the good stuff lives. That’s where design stops being decoration and starts driving clarity, distinctiveness, and competitive edge,” said Ibbotson. “Our clients know we’ll push them there – with ideas that excite consumers and drive their business forward.”
Looking ahead, TCM plans to continue focusing on fast-moving categories including beverages, ready-made meals, and packaged foods for retailers. With consumers increasingly conscious of health and value, Rippey said the agency will apply its QSR packaging expertise to help growth brands scale effectively.