Robert Avenell is an RHS-qualified, award-winning horticulturist based in Guildford, Surrey, specialising in ecological planting design and rewilding. The project covered the full brand arc: competitor research, positioning, naming, strapline, visual identity, a full website, and printed materials.

Tom The Fish is an independent frozen food brand specialising in high-quality fish, seafood and ready-to-cook dishes, delivered direct to customers’ freezers. The brief was to create a brand and e-commerce experience as polished and trustworthy as a premium supermarket, while retaining the warmth of a small, hands-on business.

I developed a confident visual identity and Shopify site focused on clarity, appetite appeal and ease of use. Ongoing work spans packaging, social content, email and seasonal campaigns, helping the brand grow while remaining distinctly Tom The Fish.