Sydney brand studio, Universal Favourite (UF), has been appointed as lead design partner for LION, following a competitive RFP process. In the three-year partnership the studio will work across LION’s expansive portfolio of beverage brands, supporting strategic design leadership, brand identity, packaging, design systems and creative stewardship across some of the most iconic brand identities in the beverage industry.

LION’s portfolio includes major brands such as Kirin Ichiban, Kirin Hyoketsu, XXXX, Stone & Wood, Four Pillars Gin, Hahn, Tooheys, James Squire, Little Creatures, and Furphy alongside LION’s broader owned, distributed and partner brand network including Guinness and Heineken.

“LION is a dream client for UF. Strong creative ambition and culture across the business, and a genuine thirst to make great work that challenges the categories we work and play in. That shared ambition appetite makes this a hugely exciting partnership for us,” stated Dari Israelstam, founder and executive creative director, Universal Favourite.

James Cooper, head of creative partnerships at Universal Favourite, added “LION is exactly the kind of partner we’re built for. They’re ambitious, culturally relevant and operating at real scale. This multi-year partnership reflects our focus on building enduring partnerships that deliver creative outcomes with commercial and cultural impact. As an agency, our ambition is to work with world- class brands, world-class teams and world-class ideas. We’d like to thank LION for choosing UF in that.”

“The strongest brands are built through strong relationships, strategic rigour and a shared commitment to long-term success. Universal Favourite brings together the creative thinking, design systems and operational understanding needed to build distinctive brands consistently across categories and evolving contexts. We’re excited about what this partnership can unlock for our brands and our business,” commented David Sutherland, connections director, Australia and New Zealand, LION.

“We want to work with the best partners to keep pushing the creative boundaries of our brands, and Universal Favourite blew us away throughout the RFP process. Their passion was evident in the way they continually took the thinking and the work a step further, not only to achieve the best result for us, but because they genuinely care about making the work and partnership the best it can be,” added Angela McCarthy, head of design, LION.

UF’s portfolio has also expanded with recent wins and partnerships with leading international bamboo clothing brand, Boody, founded in Australia; US vitamin chocolate brand, Sourse, co-founded by American actress, Sarah Hyland; Australia’s leading sustainable energy solutions business, Smart Energy, powered by Rinnai; and international brand launches across Asia Pacific and North America with clients including Butter Baby, founded by Nick and Henry Burch; eBay and The Volte, and Best of the Bone.

And the studio has made some key appointments including design director, Lucy McGinley, returning to Australia from the UK; Joanna Nicoll joining the design team from London, James Cooper joining to support the agency’s growth globally.

UF’s work has continued to receive international attention, with US brand, Saintly, being awarded a D&AD Wood Pencil for Illustration, alongside shortlist recognition in Writing for Design, and two Merit honours at the ADC Awards.