Universal Favourite appointed lead design partner for LION

The partnership will focus on developing scalable brand identities and packaging systems across LION’s portfolio and markets.

Universal Favourite has been appointed lead design partner for LION following a competitive RFP process, entering a three-year partnership covering the beverage company’s extensive portfolio.

The Australian brand studio will provide strategic design leadership, brand identity, packaging, design systems and creative stewardship across LION’s beer, spirits and ready-to-drink brands. The portfolio includes Kirin Ichiban, Kirin Hyoketsu, XXXX, Stone & Wood, Four Pillars Gin, Hahn, Tooheys, James Squire, Little Creatures and Furphy, alongside distributed and partner brands including Guinness and Heineken.

Universal Favourite to oversee LION brand design

Universal Favourite will combine strategy, creative development, packaging design and operational consistency as part of its remit.

Dari Israelstam, Founder and Executive Creative Director, Universal Favourite: "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"

James Cooper, Head of Creative Partnerships, Universal Favourite: "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"

LION partnership supports studio expansion

David Sutherland, Connections Director, Australia and New Zealand, LION: "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"

Angela McCarthy, Head of Design, 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"

The LION appointment follows client wins and partnerships for Universal Favourite with Boody, Sourse, Smart Energy, Butter Baby, eBay, The Volte and Best of the Bone. The studio has also delivered brand launches across Asia Pacific and North America.

Universal Favourite has also expanded its team, with Design Director Lucy McGinley returning to Australia from the UK, Joanna Nicoll joining the design team from London and James Cooper taking on his role supporting the agency’s international growth.

Universal Favourite adds international recognition

The studio’s recent work has received recognition from international design organisations. Its work for US brand Saintly received a D&AD Wood Pencil for Illustration, as well as shortlist recognition in Writing for Design and two Merit honours at the ADC Awards.

Universal Favourite will also be represented at the 2026 Brand New Conference in Nashville in September, with former Creative Director Ali Ozden among the international speakers.

The LION partnership forms part of Universal Favourite’s strategy to expand its independent design studio internationally while continuing to work across brand strategy, identity, packaging and design systems.

www.lionco.com

www.universalfavourite.com.au

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