What Squad Studio does

Squad Studio is a Sydney-based brand innovation studio founded in 2008 by twin brothers Matthew and Terry Squadrito, operating with a lean team of approximately 13 staff that extends into a network of specialist collaborators cultivated over more than a decade. The studio delivers brand strategy, visual identity, packaging and bottle design, websites, and hospitality venue experience design for clients across beverage (spirits, RTD, coffee, non-alcoholic), hospitality, food, wellness, and select corporate categories. Its core technology is a refined creative and production process built around 16 years of bottle and brand specialization, complemented by capabilities in 3D visualization, prototyping, and structural packaging design.

Squad Studio generates revenue through project-based professional services engagements, charging one-time fees against publicly tiered pricing packages that range from $3,000 ex GST for a Brand Assessment up to $79k+ ex GST for a Proprietary Bottle program. Pricing tiers span Product Brand ID packages ($19,900-$32,000), Venue Brand ID packages ($24,000-$46,000), full Brand ID & Website bundles ($49,000), and Brand & Bottle engagements ($49k-$79k+), supplemented by half-day and full-day founder-led consulting. The go-to-market motion is sales-led and direct, driven by an enquiry-based website, an award-laden case study portfolio, social media presence, and earned credibility through design industry awards (Pentawards, AGDA, Australian Design Awards, Sydney Design Awards).

The client book is anchored by long-tenure enterprise relationships including Archie Rose Distilling Co. (nearly a decade), Liquid & Larder Hospitality (6 years, 5 venues), Felons Brewing Co., Howard Smith Wharves, Campos Coffee, and SRG Hospitality (20 venues), alongside a steady stream of startup and mid-market projects with celebrity-backed brands such as Margot Robbie's Papa Salt Coastal Gin and Adam Gilchrist's El Arquero Tequila. The studio is privately held by its founders with no external institutional investment disclosed.

Name

Squad Studio

Legal name

Squad Studio

Website

https://squad.studio

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Squad Studio is a Sydney-based brand innovation studio that delivers brand strategy, packaging and bottle design, and venue experience design for beverage, hospitality, and lifestyle clients across Australia and selected international markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Branding & Design Services: Project-based consulting fees for brand strategy, identity design, packaging, and digital services. Pricing varies by package type from brand assessments to full identity suites.
2. Consulting: Founder and director-led strategic consultation services charged at half-day or full-day rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Squad Studio is a brand innovation studio that transforms products, places, and businesses into iconic lifestyle brands. They provide end-to-end services spanning brand strategy, visual identity, packaging and bottle design, advertising and content, websites, and hospitality venue experience. The studio operates through project-based engagements, with a particular specialisation in beverage bottles, premium spirits, and hospitality venue branding.

Product overview

Squad Studio is a brand innovation studio offering a comprehensive suite of services spanning strategy and consulting, brand identity and messaging, packaging and production, advertising and content, websites and social media, and hospitality venue experience. The studio operates through multiple branded service lines and pricing packages. Core service offerings include Brand Assessment (from $3,000), Brand Strategy, Creative Direction, Naming, Logo & Visual Identity, Packaging Design, Bottle Design, Box Design, Signage & Wayfinding, Website Creation, Social Media Guide, Photography & Video, and 3D & Motion. Pricing packages include Product Brand ID (Starter from $19,900, Essentials from $29,000, Craft Spirits from $32,000), Venue Brand ID (Starter at $24,000, Essentials at $32,000, Concept & Brand ID from $46,000), Brand ID & Website ($49,000), and Brand & Bottle packaging services (Stock from $49k, Proprietary from $79k). The studio's portfolio encompasses over 30 branded product and venue projects across food & beverage (spirits, coffee, wellness), hospitality venues, corporate brands, and digital platforms — including award-winning work for Archie Rose, Papa Salt, El Arquero, Campos Coffee, Nuzest, Howard Smith Wharves, and Liquid & Larder Group. Founded by twin brothers Matthew and Terry Squadrito, the Sydney-based studio employs approximately 12 team members across design, strategy, and operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy and Consulting Strategic consultancy services covering brand assessment, brand strategy, creative direction, product concept/refresh, messaging framework development, and pitch deck creation for brand and go-to-market communications.
• Brand Identity and Visual Identity Brand identity creation including naming, logo and visual identity design, brand toolkit, content guide, and creative mood boarding to establish distinctive and consistent brand systems.
• Packaging Design Full-service packaging design from concept through finished artwork, including structural and graphic design, box design, merchandise and promo design, packaging audit, and sustainability consulting.
• Bottle Design Glass bottle and structural design for beverages including concept design, prototyping, and 3D visualisation. Refined over 16 years to transform founder visions into distinctive bottles that command attention and elevate perceived value.
• Hospitality Venue Experience Hospitality venue concept and consulting including venue experience design, brand identity, signage and wayfinding, menu and collateral design, takeaway packaging, and uniform/merchandise direction.
• Advertising and Content Advertising and content creation including key visuals, ATL and BTL assets, photography and video production, 3D visualisations, and motion graphics for brand campaigns and marketing communications.
• Website and Social Media Full-service website creation from strategy and design through to development and launch, plus social media strategy and asset creation guide for brand consistency across digital channels.

Quantifiable outcome

• El Arquero Tequila achieved 1,500+ distribution points within first month
• +3 more outcomes

Named customers28 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and supporting.

• Fellow HospitalitycoreStrategic or Co-development PartnerOngoing hospitality concept development partnership. Collaborated on Hotel Morris (with Accor), The LEX at W Hotel Brisbane, and South Bank Hotel (launching 2026). Fellow Hospitality brings venue operations expertise while Squad provides brand and experience design.
• Spitfire Fox HospitalitysupportingStrategic or Co-development PartnerF&B concept studio and strategic advisory partnership. Founded by hospitality expert with 20+ years global experience including decade with Soho House Group. Brings creativity with commercial insight for visually captivating, seamlessly executed spaces.
• PlaylistersupportingStrategic or Co-development PartnerMusic consultancy partnership for luxury, hospitality and retail sectors. Dan Lywood leads South office in Sydney bringing expertise from London's art and fashion scenes to create distinctive sonic environments for venues.
• Jamie BrownesupportingStrategic or Co-development PartnerIllustration partnership for Campos Coffee and Pietro Gallus Estate projects. Provides distinctive illustration work that enhances brand storytelling and visual identity.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Denomination: Australian drinks-focused brand strategy and design studio founded by Josh Liu and Simone Rivett. Directly comparable to Squad Studio in target vertical (premium beverage brands), service mix (strategy, identity, packaging), and geographic market (Australia/APAC), with overlapping celebrity and craft distillery clients.
• Pearlfisher: Independent brand design agency with deep specialization in packaging and brand identity for food, drink, and consumer goods. Pearlfisher's portfolio and category focus (premium beverage branding, structural design) directly mirrors Squad Studio's bottle and brand specialization, making them a comparable boutique peer in the same niche.
• Taxi Studio: Independent Bristol-based branding agency with strong craft beverage, food, and hospitality portfolio. Comparable to Squad Studio as a similarly-sized boutique competitor pursuing premium brand identity, packaging, and digital work in adjacent verticals.
• B&B Studio: London-based independent brand design and packaging agency specializing in premium spirits, beverages, and food brands. Comparable to Squad Studio in boutique scale, premium positioning, and deep structural/bottle design expertise for craft beverage clients.
• Here Design: London independent design studio with reputation for premium food, drink, and hospitality branding. Comparable to Squad Studio in approach (small, founder-led, award-winning) and category focus (specialist packaging and identity for premium beverage and hospitality brands).
• Carter Wong Design: Independent London-based branding and design studio with comparable service mix (brand identity, packaging, digital). Comparable to Squad Studio as a similarly-positioned mid-size European competitor pursuing premium B2B and B2C brand work with emphasis on packaging craft.
• Bulletproof: Independent strategic brand design agency with offices in London, New York, and Shanghai. Comparable to Squad Studio in offering end-to-end brand creation services spanning strategy, identity, packaging, and digital - but at significantly larger scale and with global delivery capability.

Broad incumbents

• Landor & Fitch: One of the world's largest brand consulting networks, part of WPP, with deep packaging and beverage category expertise. Represents the upper-scale incumbent that Squad competes against for premium beverage rebrands, but with broader portfolio and global delivery.
• FutureBrand: Global brand consultancy (Interpublic Group) with extensive experience in beverage, hospitality, and consumer goods rebrands. Represents the scaled incumbent alternative to Squad Studio for enterprise clients seeking broader strategic capabilities beyond specialist packaging.

Others

• Hulsbosch:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/squadstudio
• Instagraminstagram.com/squad.brandstudio

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Squad Studio