The B&L business has been a trusted name in the Australian market for over 30 years, built on a foundation of high-quality products, personal service, and outstanding customer support. Over time, the desire grew to bring the B&L brand fully under the APTC banner.

The refreshed APTC brand unites the entire product range under one cohesive identity, reflecting over 30 years of quality, reliability, and customer service. Consistent colours, typography, and iconography now link every product, creating instant recognition and a stronger shelf presence.

The updated packaging retains temporary B&L branding cues on legacy products for familiarity while confidently positioning APTC as the market leader. A distinctive colour palette and flexible logo system ensure the brand stands apart, while clear, standardised symbols help communicate across language barriers — delivering a modern, professional look that reinforces APTC’s ongoing commitment to excellence and innovation.

Project Scope: Art Direction, Brand Design, Icon Creation, Logo Design, Packaging.