Project: Total Redesign 

Client: Dan Murphy's 


Key Highlights:

  • Photoshoot
  • Customised online ordering
  • Multi location management


With more than 4,900 employees across the country, Dan Murphy's wanted a preferred dress design to be aligned with their core values and reflective of their team. 


The Look 
Having designed the preferred dress twice before, Total Image knew it was time for a radical change. Moving away from the brand primary colours and connecting the brand with the colour of the 'action' buttons on the Dan Murphy's website that online customers can use to add items to their cart and proceed to checkout. 

Purple also has relevant associations for the liquor industry, being the colour of many red grapes and bottled wines that customers can browse in Dan Murphy's extensive selection. 

TIG designed these new outfits to appeal to Dan Murphy's customers and to the staff wearing them, balancing style and comfort in a bold new approach that throws the old rules out of the window.

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