Distinctive Dips Packaging

Black Swan's iconic food brand started as family business with a passion for bold flavours and experimentation in the rowdy South Melbourne Market in 1985.

– Strategy
– Identity
– Packaging Design
– Campaign
– Digital Design


Black Swan dips needed to reposition in the dips aisle where over time they had lost ground to new competitors, losing their distinctive positioning.


Fluid developed a new brand story built around the brand’s authentic heritage in the South Melbourne market, utilising their strong black brand colour in a new way to better connect their visual assets with their brand story. Embracing a crafters personality that was all about combining the right ingredients in the right way to create bold flavours, the brand had a story that could be used to platform into new product development, activations and new category brand extensions.


Black Swan was nominated for a 2016 AGDA Award and sales significantly increased as the new positioning was leveraged into a new soup, risotto and dips ranges.

The Black Swan dip rebrand was the first pack redesign that I ever completed where a sales manager stated, in front of a buyer, that an aesthetic change to the brand and packaging resulted in a sales increase.

Kirstin O’Brien – Marketing Manager, Monde Nissin Australia

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