Charlotte Sole
Design Director, Creative Director
In their own words
Rather than focusing on what Alex does, we focused on what sits underneath all of it: her curiosity, her instinct, her zest, her taste and her particular way of seeing the world.
The wordmark felt enough to carry the identity on its own.
We wanted an experience that would overload the senses, from sight and smell to taste and touch, just like India does.
Our brief started with the brand and packaging design, followed by the website. Our client wanted her personal experience of the Indian jungle brought to life on the bottle of her first product.
This was our challenge – finding a way to combine all the elements onto the front face of a label. That’s where our doorway concept came in.
Oxidation is the process where tea is exposed to the air to dry and darken, contributing to the flavour, aroma, and strength.
All products were shot in both a light and dark set, using sheets of paper to form liquid-like forms and compositions, with beautiful depth coming from the play of shadows and light on the surfaces.
Articles & interviews3
- Bathgate Design creates vibrant identity for artist Alex Fulton
Bathgate Design created a comprehensive rebrand for New Zealand artist and interior designer Alex Fulton, whose practice now extends beyond interiors into art, teaching and speaking. Guided by the strategy "Visual Joy," the system uses a strong Diverse A wordmark, controlled grid-based compositions, bold colour and tailored photography to balance Fulton's playful personality with her established creative authority. The work also includes copywriting, art direction, website design and development by Subject Matter.
- "Tomorrow Highlights Moksha Gin's Indian Essence, Ensuring Shelf Standout"
The Brand Identity features Tomorrow’s vibrant brand and packaging design for Moksha, a gin inspired by India. The project combines bold colors, layered typography, and lush illustrations to evoke the sensory richness of Indian culture. Led by design director Charlotte Sole, the identity extends from bottle and box design to a website, balancing maximalism with structure through a doorway concept inspired by Indian architecture.