Amber Bonney, founder of Edison Agency, is an impressive leader and a formidable force in her field. Lindy Hughson finds out what sets her, and the company, apart.
As the founder of Edison Agency, how would you describe your approach to brand and packaging design, and what sets your agency apart in the industry?
I’m incredibly proud to lead Australia’s largest independent, 100 per cent female-owned brand agency. While it’s an achievement, I truly hope to see more female leaders in this space soon. Over the last 25 years, both locally and internationally, I’ve had the privilege of collaborating with some of the world’s most influential brands, including Nestlé, Bega, Asahi, Subaru, Volkswagen, Uber, Simplot, Lion, and Lendlease. However, I hold a special place for Australian FMCG brands – the ones you find in the fridges, cupboards, and pantries of everyday Australians.
What sets Edison apart is our research-driven approach. We’re not just about creating beautiful designs; we focus on deep strategy – high-level branding, positioning, and complex portfolio architecture. We’ve developed bespoke tools and processes that help brands connect the dots between where they are and where they want to be. We craft strategic pathways that deliver not just brand transformation but also tangible improvements in how consumers experience those brands.
Every project is a fresh canvas for us – we don’t believe in cookie-cutter solutions. We love the diversity of our work, from healthcare to technology, from craft beer to frozen peas. That variety is what keeps our creative energy alive. It’s a balance between strategy and creativity that ensures we deliver impactful, lasting results for our clients, no matter the industry.
Sustainability is a growing focus in packaging. How does Edison Agency incorporate eco-friendly practices into its design strategies?
At The Edison Agency, sustainability isn't just a trend – it’s a core value woven into every aspect of our business. We are actively working towards B Corp certification, a rigorous process that has pushed us to assess and improve all areas of our operations, from the service providers we partner with to our internal day-to-day practices. Since our founding in 2011, we’ve fostered strong connections with our community, clients, and industry, and it’s these relationships that have shaped our commitment to designing for good.
We see creativity as a superpower, and we’re determined to use it for positive change. One of our core agency pillars, ‘Care for all Life’, focuses on supporting the United Nations Sustainable Development Goals, particularly those that address environmental impact and sustainability. This means we not only advise our clients on making eco-conscious choices, but we also ensure that we work with partners who share our values and align our internal practices with best eco-design principles.
For us, sustainability is about striking a balance between profit, people, and the planet. It’s about embedding responsible design thinking into everything we do – whether it’s reimagining packaging to reduce waste, opting for renewable materials, or collaborating with clients who are committed to making a difference. These practices are fundamental to how we operate and guide every decision we make about who we work with and how we approach each project.
What are some of the key challenges you've faced in aligning brand design with the evolving needs of the packaging industry?
The pace of change in the packaging industry can certainly feel overwhelming, especially when trying to keep up with new regulations and rapid advancements in technology. To meet these evolving demands, I’ve honed our approach around three core tenets:
Partnerships: It’s crucial that we choose client partners who share our values, particularly our commitment to "designing for good." Aligning with clients who prioritize sustainability and positive change allows us to create solutions that not only meet market demands but also benefit the planet.
Collaboration: No one agency can have all the answers. That's why we work closely with supply chain experts, material scientists, and packaging technologists to ensure our designs are forward-thinking and meet best-practice standards across every touchpoint of the packaging process.
Future-first Mindset: We foster a culture of curiosity and bravery, always asking ‘Why?’ and ‘Why not?’ when approaching briefs. This future-first mentality helps us avoid relying on outdated methods just because they’re familiar. Instead, we challenge ourselves and our clients to explore new possibilities, pushing the boundaries of what's possible in packaging design.
These pillars help us stay ahead of industry changes while ensuring that our designs are not only innovative but also ethical and sustainable.
How do you stay ahead of design trends, and how do you see the role of creativity in shaping the future of packaging?
It’s easy to get swept up in the constant cycle of evolving design trends, always searching for the next beautiful aesthetic or technique. But at The Edison Agency, we believe that trends should only be considered if they’re grounded in real consumer or category insights. While it’s important to stay aware of market shifts, we prioritise creating strategic work that has lasting impact and value, rather than simply being ‘on trend’.
I like to reframe the idea of ‘design trends’ to focus on relevancy and long-term efficacy. For us, it’s not about chasing the latest style but ensuring that what we create resonates deeply with consumers and stands the test of time. Creativity plays a crucial role in this – it’s our vehicle for innovation and differentiation. In packaging, creativity isn’t just about aesthetics; it’s about problem-solving, making products more sustainable, and enhancing the consumer experience.
As we look to the future, creativity will continue to shape packaging in profound ways – whether it’s through new materials, smarter design processes, or finding more eco-friendly solutions. The goal is always to push boundaries while staying true to the purpose and relevancy of the brand.
What drives your passion for branding and packaging design and how do you inspire change?
I’m driven by the belief that design can do more than look beautiful – it can create meaningful change. My passion lies in challenging industry norms, especially around gender equity, and pushing for ethical, strategic, and sustainable design practices.
Through my work at The Edison Agency and my podcast ‘Bite Big – Boss Women Leading Big Brands’, I aim to inspire and mentor the next generation of female leaders. The podcast shares the stories of successful women, offering insights for those navigating their own paths in design and marketing. Ultimately, my goal is to elevate the design industry, ensuring it’s less about fleeting trends and more about creating long-term, impactful solutions that benefit people, brands, and the planet.
This article was first published in the November-December 2024 print issue of PKN Packaging News, page 42.
