Jon Netti
A Friend of Mine• Date added
26 January 2026
• Date added
26 January 2026
Jon Netti is a brand that focuses on lifestyle and wellbeing, with a deep commitment to thoughtfulness and sustainability.
Melbourne-based design studio A Friend of Mine created the brand's journey, which encompasses various elements such as brand identity, personality, written word, imagery, and online experience – all tailored to create a joyful experience that goes with their range of carefully crafted candles and ceramic products.
Client
Jon Netti
Year
2022
Creative Director
Suzy Tuxen
Designer
Alexandra Kimpton
Stylist
Stephanie Stamatis
Taking inspiration from the Old Masters, A Friend of Mine art-directed the imagery to align with the unique and slightly enigmatic tone of Jon Netti. It features rigid props like stone, concrete blocks, and beeswax that provide sculptural elements, balanced with softness through botanicals and flowers that reference the origin of beeswax through collected pollen.
In addition to the brand's main touchpoints, A Friend of Mine also designed and developed a powerful 'headless' e-commerce platform, allowing for rich content and seamless integration with Shopify. The brand experience extends to a cohesive suite of broader touchpoints, including muted and tactile custom boxes that are handmade and filled with products, nestled amongst custom tissue paper. The unboxing experience unfolds in layers, revealing the joyful products within that comes accompanied with small messages, completing the refined and thoughtful suite of brand applications for Jon Netti.
"AFOM have been an incredible source of creativity, guidance, and knowledge throughout all design aspects. Suzy and the team worked closely with us to make sure the brand identity and vision were executed as we had envisioned. They were always friendly, honest, reassuring and met all timelines as promised. AFOM's insight coupled with their amazing contacts and relationships with design creatives helped us to launch confidently and successfully. I cannot recommend them enough."
A Friend of Mine
A Friend of Mine is a holistic design, brand, and website design and build practice based in Melbourne. Their approach to every project is characterised by intelligent thinking, creative communication, and passionate craftsmanship. They strive to develop long-lasting relationships with their clients, helping them to add value to their businesses and realise their visions. With expertise in various industry sectors and design disciplines, they adapt their creative thinking to different budgets. Their services range from developing brand identities to fitting out shops, covering everything in between.
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