Boxer & Co. rebrands as Boxer Brands, doubling down on FMCG specialisation

Independent agency Boxer & Co. has rebranded to Boxer Brands, reflecting the evolution of the business from a packaging studio into a strategic brand and packaging partner focused on FMCG and retail-led growth.

Founded 18 years ago by former client-side marketer Gwen Blake, Boxer Brands works with major Australian and global brands including Woolworths, Nestlé and Kraft Heinz, alongside a growing number of challenger businesses. The agency’s work centres on simplifying decision-making in complex retail environments, using behavioural science and shopper psychology to drive clarity, cut-through and commercial impact.

“For us, this wasn’t about expanding into new territories,” says Blake. “It was about being honest about the work we’re already doing. We’re helping brands make better decisions at shelf, across ranges and systems, not just designing individual packs.”

The rebrand reflects a broader shift in the agency’s offering, with Boxer Brands increasingly engaged in brand architecture, portfolio strategy and packaging systems that work cohesively across channels. Central to this is the agency’s proprietary methodology, Boxology, which applies behavioural science principles to understand how people make fast, instinctive choices in high-pressure retail environments.

“As categories become more crowded and shoppers more cognitively overloaded, brands don’t need more noise,” adds Blake. “They need clarity. Our role is to remove friction and make the right choice feel obvious.”

Unlike many agencies broadening their scope to capture growth, Boxer Brands has deliberately remained focused on FMCG and retail. The new name reflects confidence in that specialisation, rather than a pivot away from it.

The transition to Boxer Brands includes a refreshed visual identity and new website. The agency’s leadership, team and client partnerships remain unchanged.

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