Our Story
We’ve changed how branding and packaging is done
Our story started out of frustration.
Not with branding or packaging design —
but with how often it was treated as the finish line.
A new wine label launched.
A brand refreshed.
And everyone moved on.
Meanwhile, the real business problems stayed:
Unclear positioning
Inconsistent brand decisions
Packaging that didn’t support growth
We kept seeing established wine, spirits, and food brands producing exceptional products — yet relying on patchwork fixes for their branding and packaging.
Patching things.
Reacting.
Hoping the next tweak would fix it.
Each update solved a surface issue.
But nothing held together long term.
It wasn’t a creative problem.
It was a strategic one.
A clarity-first approach to brand growth
So, we changed how we worked.
Instead of starting with assumptions, we built a process that starts with clarity.
We slowed projects down just enough to answer the hard questions first:
What matters
What stays
What changes
And why
From there, we designed brand and packaging systems that held up as the business grew — not just at launch, but year after year.
The shift was immediate.
Brand decisions became calmer
Label ranges became clearer
Teams stopped second-guessing and started moving forward with confidence
Today, we partner with established wine and spirits producers who want branding and packaging that supports long-term growth — not constant reinvention.
Anthony O’Sullivan
Director of Brand & CreativeOver the last 27 years working in brand and packaging design, I’ve seen the same issue play out again and again.
Many producers come to a designer already several steps into a solution — usually with the best intentions — but without stepping back to see how individual decisions might affect their brand as a whole.
As Director of Brand & Creative, my role is often to slow things down when it matters most.
I see it as my job to ask the harder questions early, and to take the time to uncover the small, sometimes overlooked details that define the maker - how they work, why they make the choices they do, and what really matters to them.
Those details are rarely obvious.
But they’re what make a brand genuinely distinctive.
I often hear producers say:
“That’s just how we do things — it’s nothing special to us.”
When in fact, that’s exactly what sets them apart.
By bringing clarity to creative decisions, clients understand why the work looks the way it does — and have the confidence to stand behind it long after launch.
The result is:
Calmer projects
Stronger first concepts
Fewer revisions
Brand decisions that hold together as the business grows
But clarity only works if it’s carried through properly.
And that’s where Natesha comes in.
Natesha Lucas
Director of Strategy & Client DeliveryBefore Influx, I spent 15 years managing operations within a wine and spirits packaging business.
Day to day, I saw how missing information at the start of a project could quickly snowball:
Delayed production runs
Frustrated clients
Endless back-and-forth that wasted everyone’s time
To fix that, I built simple systems to gather the right information early — so work could move forward cleanly, predictably, and without rework.
Those changes improved:
Workflow and handovers
Client confidence
Overall efficiency
Not by doing more —
but by being clearer sooner.
I’ve brought that same thinking into Influx.
My role is to quietly put structure around each project, so that:
Clients aren’t chasing answers
Creative work isn’t based on guesswork
Progress feels calm, transparent, and under control
I believe the best work happens when things are set up clearly - so progress feels calm, not rushed.
Brand and packaging decisions shouldn’t feel uncertain
If you’re dealing with inconsistency, second-guessing, or patchwork fixes, we can help you bring structure and confidence back into the process.