We Are Purpose

Purpose-led branding & packaging for brands that make a difference

We Are Purpose is a female-led creative studio partnering with change-making brands and organisations. From beauty and wellness to disability inclusion and the arts, we design for impact — across brand, packaging, and storytelling.

View Our Work Start a Project

A woman with shoulder-length dark hair wearing a white tank top, brown shorts, and sandals is walking on a wooden deck while holding a basket filled with cloth and fabric items.
Close-up of a person reaching into a basket with several bottles of RUFII skincare products, including moisturizers and cleansers, on a textured cloth, with hands holding a woven container.
A woman in a white sweater standing on a beach near large rocks, with the ocean and cloudy sky in the background.

Two Partners in Creativity

For over 25 years, Haydn + Anne have worked across branding, packaging, film, and digital design — building identities that connect deeply and inspire action.

As a small, nimble team, you work directly with us, ensuring your brand gets the care, insight, and creativity it deserves.

We balance strategy with artistry, purpose with precision, and bring lived experience in social inclusion and accessibility — making our work as human as it is beautiful.

Read more about us

Two women close together, one with curly hair and the other with straight reddish-brown hair, both with natural makeup, jewelry, and a serious facial expression, outdoor background.
Close-up of a woman with wet hair and smooth skin, highlighting her neck and ear, with overlaid circular text about clean, handmade ingredients.
Five boxes of ZAINA face and body soap bars arranged on a white surface with a plain white background. The soap bars come in different scents including coconut honey, cedarwood, lemon lime, grapefruit calandula, and mint. The boxes are in various colors matching their scents, with one box leaning to the right.
Collection of skincare and wellness products on a tray including a face + body soap bar, a calming lavender soy candle, moisturizing heel balm, hydrating face mist, and a small amber bottle with a dropper, all branded ZAINA.

Packaging Design for Change-Making Brands

We create packaging that captivates on shelf, tells your story, and aligns with your values.

From beauty and wellness to food & beverage and the arts, our packaging combines storytelling, structural design, and conscious practices to deliver lasting impact.

Explore Packaging Work Global Partnerships

Minimalist logo with a circular barcode design resembling a sun or moon over water, and the text 'kyn folk' beneath it.
A woman with long, wavy blonde hair wearing a light-colored hat and a floral blouse.
Smartphone displaying an online shop featuring wine and snacks, with a bottle of red wine, a glass of wine, and assorted chocolates and snacks on a white background.
Laptop displaying an online shop with gift hampers, including images and prices, on a minimalist background.

Branding for Social Impact & Inclusion

We brand and rebrand organisations driving change — from disability inclusion and accessible education to arts and community.

With lived experience in the disability sector, we bring authenticity, empathy, and insight that few studios can offer.

See Social Impact Projects

A cute, cartoon-style wombat with brown fur and small ears. The word "Waddle" is written above it, and the phrase "Like a Wombat" is below.
Circular text reading 'SENSORY INTEGRATION THERAPY' surrounding a pink starburst design on a brown background.
The words "Shine Bright" with a stylized sunburst graphic in brown and small decorative shapes on a light background.
Abstract geometric shapes including a triangle with a curved line, a circle with a-U shape, a stepped square, and a triangle balanced on a rectangle in pastel colors.

Strategy First, Story Always

Every project begins with understanding your purpose, audience, and the change you want to make.

From there, we shape a clear brand strategy, bring it to life through design, and launch it with precision across every touchpoint.

Our process blends creative exploration with strategic insight — ensuring your brand doesn’t just look good, it works.

View Our Process

A black bottle of The Herbalist Antioxidant Cream Cleanser with a beige cloth and a white stone on a dark textured surface, dark background.
Woman in a black swimsuit sitting on the sand and leaning against a rock near the water at sunset
Green background with a white outline of a leafless tree and the words 'Organic Beauty' beneath it.
A black bottle labeled 'The Herbalist Nourishing Body Oil' with sandalwood and orange scent, placed on a neutral surface next to a matte black perfume bottle with a wooden cap and a beige cloth, with a dark background and a subtle logo of a tree and the words 'Organic Beauty.'

Client testimonials

What our clients say about We Are Purpose

“We Are Purpose rebranded our entire product line with exceptional creativity and a clear understanding of our vision, audience, and values. They captured our thinking perfectly on the first attempt, delivering the modern, minimalist look we wanted. They’ve become part of our extended team, and we highly recommend them for any design project.”

Purvi Desai - Creator and Director Zaaina

“From first engagement, We Are Purpose connected with our brand and truly listened. They drew out what mattered, offered sharp guidance, and turned it into a cohesive identity — with an eye for detail that feels like they’re seeing the brand through our eyes. Clear communication, cross-disciplinary craft, and reliable delivery. Rare professionalism and talent.”

— Cassie O’Brien, Original Founder, Mofo

“We spent a year looking for the right design partner—and tried two agencies—before finding We Are Purpose. They were flexible, worked step by step within our budget, and listened to what ONE SEED truly is. The result: stunning packaging the market loves. In the first week post-launch we doubled sales, grew social by 10%, and fielded a dozen+ media and stockist enquiries.”

— Liz Cook, Director, One Seed Organic Perfumery

“Finding the right partner mattered. We Are Purpose listened deeply—to our properties, our vision and us—and translated it into an identity that genuinely reflects our ethos, purpose and values. We’re proud to take this brand to market, and the comprehensive Brand Kit means every piece of marketing is cohesive and visually engaging.”

— Annie Brereton, Wonder Inns

'“Choosing We Are Purpose was the best decision for Cleo+Coco. They listened deeply, translated our vision into an impressive brand and packaging redesign, delivered on time, and brought heart and integrity. Feedback on our new packaging has been 100% positive and it’s helping us hit our growth goals.”

— Suzannah Raff, Founder & CEO, Cleo+Coco

“I found We Are Purpose while hunting for a partner to elevate our brand for the corporate market. From day one they were on my page—fresh perspective, clear direction—and guided me from a simple refresh to a full rename and rebrand. The result is a cohesive identity and packaging system I’m proud to launch.”

— Lynda, Founder, Kyn Folk


Logo of a company called Eloop with the tagline 'Driving Circular Solutions,' featuring a green and white design and a circular icon with leaves.
A smartphone floating above a flat surface displaying a social media app with various posts related to transportation and environmental solutions. Surrounding the phone are three social media post previews featuring a delivery van, a forested landscape viewed from above, and a digital graphic about circular driving solutions.
Business cards for eLoop with green and white color scheme, featuring the logo, slogan, website, email, and phone number.
Urban bus shelter with a digital advertisement displaying the Earth covered in green trees and the slogan "Shaping Tomorrow."

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Award-winning brand and packaging design

Trusted by visionary businesses and purpose-led organisations in Australia and worldwide.

Featured in:

Indigo Design Awards

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AGDA

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Melbourne Design Awards

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The Dieline

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Asia Pacific Design

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Trend Hunter

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Packaging of the World

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Indigo Design Awards 〰️ AGDA 〰️ Melbourne Design Awards 〰️ The Dieline 〰️ Asia Pacific Design 〰️ Trend Hunter 〰️ Packaging of the World 〰️