What Onfire Design Ltd does

Onfire Design Ltd is a privately held, founder-owned branding and packaging design agency headquartered in Takapuna, Auckland, New Zealand, with a regional office in Sydney, Australia. Founded in 2005 by Sam Allan, the firm operates as a B2B professional services agency delivering strategic brand development, packaging design, advertising campaigns, website design and development, and broader communication design for corporate clients. The agency's core service offering spans the full creative lifecycle from brand strategy and tone of voice through identity creation, structural and graphic packaging design, multi-channel advertising, and digital/UX design (delivered on platforms such as Silverstripe CMS). Revenue is generated through project-based and retainer engagements, with pricing not publicly disclosed.

The agency's client base comprises 50+ named brand owners across primary verticals: FMCG food and beverage (Hubbards, Rolling Meadow, Salash, Holy Aioli, Veesey, Farmland Foods, Inghams, Telegraph Hill, Grandpa's Bacon, Foodie Supermarket), marine (Yamaha Marine NZ, Haines Hunter, Surtees Boats, Maritimo Boats, Elandra Yachts, Maven Fishing Rods), agriculture (Nufarm), beverages (Luxerose RTDs, Finery Vodka Sodas, Forged, Streamland, Untitled Wine), consumer goods (Cute & Co, Tuffy, Horleys Sculpt, Kiddly), and pet products (Nutrideer). The agency reaches clients through a sales-led go-to-market combining direct enterprise engagement, referrals from existing accounts, and inbound demand generated by international award recognition (Pentawards, Dieline Awards, World Brand Design Society, Communication Arts, FAB Awards, Good Design Awards).

The business is independently owned with no external funding, no parent company, and no subsidiaries. Geographic footprint is primarily New Zealand and Australia, with project-based international work delivered to clients in Saudi Arabia, China, South Korea, Fiji, and other Asia-Pacific markets. Leadership consists of Founder and Managing Director Sam Allan, Design Director Natasha Alimova, and Account Director Tanya Smith (formerly AKQA). The agency celebrated its 20th anniversary in 2025 and was ranked #10 globally by the World Brand Design Society in 2018. Revenue, headcount, and pricing are not publicly disclosed, and no AI/ML capabilities are referenced in the operating model.

Name

Onfire Design Ltd

Legal name

Onfire Design Ltd

Website

https://weareonfire.co.nz

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Onfire Design Ltd is a founder-owned, Auckland-based branding and packaging design agency founded in 2005, serving enterprise FMCG, marine, agriculture, and consumer brand clients across New Zealand, Australia, and select international markets with strategy, identity, packaging, and advertising services.

Ownership category

akta.pro rank

Product category

Brand Design Services

NAICS

Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Wayfinding, Signage & Environmental Graphic Design (BPAHAKAN)

Keywords

• Branding design services
• Packaging design agency
• Brand identity development
• Advertising campaign creation
• Creative design services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Design and branding services: Onfire Design generates revenue through professional design and branding service engagements with corporate clients across packaging design, brand identity, advertising campaigns, and digital design. As a creative agency, they operate on project-based and retainer engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Onfire Design Ltd is a branding and packaging design agency that delivers strategic brand development, visual identity creation, packaging design, advertising campaigns, and website design services. The agency works primarily with FMCG food & beverage, marine, and premium consumer brand clients across New Zealand, Australia, and international markets.

Product overview

Onfire Design Ltd is a branding and packaging design agency offering comprehensive creative services including branding, packaging design, advertising campaigns, website design & development, and communication strategy. The agency's portfolio spans diverse industries including food & beverage (dairy, meat, condiments, cereals, RTD cocktails), marine (boats, fishing rods), personal care (baby products, pet supplements), and agriculture. Core services are delivered through project-based work across clients such as Hubbards, Yamaha Marine, Fakieh Poultry Farms, Salash, Holy Aioli, and numerous other brands. The company operates from Auckland (NZ) and Sydney (Australia) offices and has received international recognition including Pentawards, Dieline Awards, and World Brand Design Society rankings.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding Services

Quantifiable outcome

• Haines Hunter achieved 50% increase in sales in first 3 months and 300% increase within 12 months following brand refresh
• +5 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered major.

• Fakieh Poultry FarmsmajorStrategic or Co-development PartnerOnfire Design was selected after a global agency credentials pitch to redefine the brand of Fakieh Poultry Farms, Saudi Arabia's largest privately owned poultry producer. The engagement involved a deep dive into culture, history, and consumer habits, resulting in a complete brand transformation.
• Elandra YachtsmajorStrategic or Co-development PartnerOnfire Design developed a complete branding and communication package for Elandra Yachts including brand ID, website, Facebook, print advertising, boat show display and email promotional campaigns.
• NufarmmajorStrategic or Co-development PartnerOnfire Design handled all communication across print, outdoor, and digital for Nufarm for the better part of a decade, producing naming, brand strategy, new brand development, writing, advertising, tactical sales campaigns, and brand collateral across horticulture, growers, forestry and agriculture sectors.
• Telegraph HillmajorStrategic or Co-development PartnerOnfire Design evolved the Hawke's Bay olive oil brand for national retail, creating a cohesive master brand system that acknowledged its heritage while foodie-elevating it for today's premium-mainstream foodie audience.
• Haines HuntermajorStrategic or Co-development PartnerFollowing extensive brand audit including customer and stakeholder research, Onfire developed a full brand refresh for Haines Hunter including custom logo and logotype, font, website, boat graphics, brochureware and video content, resulting in 50% increase in sales in first 3 months.
• Surtees BoatsmajorStrategic or Co-development PartnerOnfire Design developed a full communications package for Surtees including signature branding, advertising, marketing, social media, boat show displays, press releases, and PR for New Zealand, Australia and the Pacific.
• Yamaha Marine NZmajorStrategic or Co-development PartnerOnfire Design won the Yamaha Marine account and developed advertising campaigns including 'The Real Deal' and 'I'm Repowering with Yamaha', delivering 8.2 million total impressions and reclaiming category leadership.
• HubbardsmajorStrategic or Co-development PartnerOngoing strategic partnership with Hubbards muesli brand including multiple packaging and brand refresh projects including muesli, granola, bran-ola, and cereal ranges. Onfire has worked on the brand for multiple years across a wide range of products.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Pentagram: Independent multi-partner design firm doing brand identity, packaging, and advertising for major consumer and corporate clients. Comparable as an independent, award-driven design firm competing on craft and reputation rather than scale.
• Designworks: Auckland-based branding and design agency serving New Zealand and Australian clients across FMCG and consumer brands. Directly comparable as a similarly sized ANZ-headquartered branding and packaging design peer.
• Pearlfisher: London-headquartered design agency specializing in brand identity and packaging design for FMCG and beverage brands. Comparable as a packaging-led independent agency competing for global consumer brand work.
• Dow Design: New Zealand-based design agency with branding, packaging, and digital offerings for consumer and food and beverage clients. Closely comparable by geography, service mix, and customer segment focus.
• MetaDesign: Independently owned branding and design agency with offices in Europe, Asia, and the US, focused on brand identity, packaging, and digital. Comparable as a mid-sized, independently owned agency specializing in brand identity work.
• Bulletproof: Independent branding and packaging design agency with FMCG and consumer goods clients across multiple geographies. Comparable as a mid-sized specialist competing in similar packaging design categories.

Broad incumbents

• Interbrand: Global brand consultancy offering brand strategy, naming, identity, and packaging, including proprietary valuation and architecture services. Comparable in branding depth but with a much larger global footprint and broader advisory scope.
• FutureBrand: Interpublic-owned global branding consultancy delivering brand strategy, identity, and packaging design for enterprise clients. Comparable in service mix but operates at significantly larger scale with broader geographic coverage.
• R/GA: Global experience design and advertising agency with significant brand identity and packaging work alongside digital product and innovation services. Comparable in brand work but with broader integrated capabilities and global scale.
• Landor & Fitch: Global branding consultancy under WPP, offering brand strategy, identity, and packaging across FMCG, marine, and agriculture categories. Comparable service offering but with much larger global scale and broader integrated capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/onfiredesign
• LinkedInlinkedin.com/company/onfire-design
• Instagraminstagram.com/onfiredesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Onfire Design Ltd