With Natalie Ranger and Illustrator Camille Bozzini I developed a brand for a new Riviera product. They had a machine that could make custard, but was sitting there unused.

Custard is simple, unflustered. This led us to developing their Custardology, which we made into a little handwritten book and a poster for them.

Once we found custardology we realised all custard needs is a spoon. From there we created Custard & Spoon and developed really exciting integrated ideas. We kick started it by writing tons of simple one-hit stories for the chilled custard lids – each separate lid was a cartoon so they were interchangable.

Here are a few of our stories…

And the chocolate flavour ones

Custard & Spoon are best friends. They spend their days doing things to keep themselves entertained. We often bear witness to brief snapshots of their day as they happen. They live in a simple, realistic world (they would never go into space) where any little thing can be exciting or a bit of an adventure.

Who is Custard?
He’s energetic, inquisitive and a bit slow. He’ll try anything once. He wears his heart on his sleeve and can be cheeky and a bit of a trouble maker. He always thinks he’s right, but he also loves Spoon, as a friend.

Who is Spoon?
He’s sensible, has a tendency to be a bit camp. He’s smarter than Custard but doesn’t gloat about it. He’s a bit geeky and yet more of the older brother. He’s patient and likes to dress up.

The Devil’s in the detail
Now the pot of custard doesn’t actually come with a spoon. So to warn worried parents we thought we’d go over the top and develop a series of unique messages that say Spoon in not actually included. These sat on the 4 packs and on trays of custard.

We developed advertising to introduce them to the mums and we’re looking to make a cartoon series, have a mini-site on Nickelodeon and seed cartoons and games across the internet to get kids excited by the characters and see them as entertainment.

For sampling we have limited edition spoons with eyes and sticky eyes for kids to put on their pots or anywhere else they like.

It may sound dull but all this work researched incredibly. The audience loved it. Mums and kids. One mum even thought that all Riviera do all day is think about Custard.

The Clothes Show

I was in a review for the relaunch of the Clothes Show. I had a few thoughts banding around, but on one bit of paper all I had was one word “Strut”. This word went on to form a campaign brought to life by Natalie Ranger and myself. Nat gave the project a great real voice, that made it really fun.

Strut from Aaron Hinchion on Vimeo.

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UKTV Gold

UKTV are about shows that connect us. It’s shows make us feel good and want to gather the whole family round onto the big sofa to watch. The big thought for UKTV, the one that brought a load of great work together from the whole team was…

Everything that was made for UKTV is based off of that thought. The ideas have to be something we all understand, have experienced, join in with and can feel part of.

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Be Courageous Campaign

Colin and Justin’s Homeshow is about doing something radical with your home. I was Creative Head on this project and came up with “Be Courageous”. Teddy and Jonny were the creatives on the work, which beautifully captures the spirit of that thought.

FON Shoreditch Campaign

I was asked to come up with a campaign to get Shoreditch excited about sharing FON WiFi – making Shoreditch a free WiFi zone. I wanted to give it a real sense of Shoreditch pride.

A series of posters to get Shoreditch residents talking. Posters are made by screen printing directly into the environment.

The best way for Shoreditch to promote WiFi is for everyone; bars, shops and agencies to get involved. With these they can help spread the word.

A blog post about what’s going on with the Shoreditch WiFi. Cheers.

A FON character sculpture that uses a laptop in a Shoreditch FON Spot. Another part of the build up is to create merchandise that spreads the message of Shoreditch solidarity.

We also had an article in Fact Magazine to help promote the cause.

Using the bug concept here is a game I developed to promote Virgin.net’s Anti Spam. Back when Space Invader rip offs were not everyone’s idea for the online bit. Have a play.

A concept developed to brand Virgin.net’s Anti Spam software and Virus Protection software.