Dougal Etheridge


Branding

My approach to branding is about expressing as much as possible with as little as possible. Every brand has so much to say but the real craft lies in boiling it down to a concise visual identity, giving the brand its own flavour and style that can be used across all applications.

Rising Grounds
 Rising Grounds is a rebrand concept for STREAT, a Melbourne café social enterprise that supports disadvantaged youth through hospitality. The goal was to design a whole new identity to a brand that wasn’t represented well enough in Melbourne’s competitive café culture. The deep rebrand better communicates the brand mission, celebrating growth, optimism and community with a name and tagline that reflect both social impact and great coffee. The visual direction is bold and human, with vibrant colours, upward movement and patterns inspired by connection and progress. The result is a brand that feels alive, contemporary and true to the people it represents.
RENU I did this rebrand for a local exterior cleaning business, helping the client with a new brand identity following their expansion of exterior cleaning services. The new look expands the brand beyond just window cleaning by pairing bold, clean design with a bright colour palette to convey freshness, trust and professionalism. A cohesive system across uniforms, vehicles, and collateral gives RENU a confident, modern presence while staying approachable and community-focused.


White Oaks This rebrand concept focused on elevating the existing identity of long-standing bar, White Oaks Saloon, through a cleaner, more minimal brandmark that still nods to its American heritage. The new monogram features looping lines inspired by a whiskey still as a reference to distillation and the bar’s focus on fine spirits. The name was refined from White Oaks Saloon to simply White Oaks, creating a sharper, more modern impression. Supporting collateral, from signage and menus to glassware and coasters, was designed to carry that same balance of sophistication and familiarity.