Optus' new identity is designed to build greater positivity, optimism and emotional connection with customers. The rebrand introduced a bespoke, hand-drawn typeface to reinforce the friendlier, service-led approach.

The new range of packaging not only updates a previously disparate and tired range, it makes full use of the new brand assets and tone of voice to engage consumers. We even managed to add a new made-up feature to every phone, adding an extra bit of playfulness.

The new Sim packs help to simplify an all too often complex purchasing decision – which sim card to buy? The entire package is designed to help consumers connect to Optus with ease, from the front of pack though to the physical card and instruction guide.

The Packaging has been well received along with the entire rebrand. For the first time in ten years, customer loyalty metrics have entered positive territory. Positive sentiment across social media has reached an all time high of 71%. The packaging is often the source of chatter on social media due to the quirky nature and language on each piece.