Blog : Design

“Can you explain what Internet is?”

There was a time when this question wasn’t considered ridiculous. Who could have guessed the extent to which our entire industry is linked to the web now? Digital strategy, content strategy, UX/UI design and framework guidance are all disciplines proudly employed at HBT – none of which we had heard of a few years ago. Today there are endless opportunities awaiting your business online.

Why not speak to HBT’s Digital Director, Luke Kelly to see how you could be taking advantage of them.

HBT Designer, Matt Slade takes five to talk business, branding and bevvies.



When did you join HBT?

About four years ago.

Which brands do you work on?

I’ve worked on all of our brands at some point in time, but at the moment it’s mostly Cabot’s, Wallaby Foods, Melbourne Star and Total Eden.

What do you like most about your job?

The diversity and range of things that we do, it keeps things fresh. As well as the 5 o’clock drinks!

What is one thing you learned about yourself from working at HBT?

That when the juices ain’t flowin, you just have to ‘think better’.

What do you do when you’re not at work?

Work, haha. I do a lot of little side projects. But beyond that I try to travel as much as possible.

What public personality/celebrity have you been likened to and why?

Mac from It’s Always Sunny in Philadelphia, including the wicked ninja moves.

If a drink were to be named after you, what would it be called?

Rowdy Lager Est.1989, served only in a stein glass with heaps of h….froth.


HBT meets B&T


B&T recently asked us to ‘give them the skinny’ on the goings-on of our new office and culture. View the article here.

The suburb of Cremorne in Victoria, Richmond’s creative neighbour, is home to many of Melbourne’s creative and digital agencies. Now HBT Agency is one of them. Michael Berry, HBT Creative Director gives us the skinny on the agency’s new home.

When we were met with the need to relocate HBT’s offices 10 months ago, we were easily lured in by the area’s creative energy.

As an agency, we believe that the environment a company operates within can greatly influence its culture and productivity.

After successfully securing an empty former textiles factory on Cremorne’s Hill Street, the big task at hand was designing our office interior from scratch. Most importantly, we wanted our new space to encourage staff to work collaboratively. We achieved this by keeping the former factory’s open-plan layout; only including walls where absolutely necessary. In the spirit of collaboration, we hired Danish inspired furniture and interiors company Pierre + Charlotte to create an over sized communal kitchen table to accommodate the entire team.

Visitors to HBT are greeted on the staircase by a painting of a young Balinese boy holding a surfboard; a beautifully appointed artwork by artist Andrew Wellman that’s reminiscent of the island’s 1970’s surf culture. Upstairs is home to HBT’s most striking piece – a full-scale mural by Lucas Grogan – now the centerpiece of our expansive space.

Our renovations took three months from conceptualisation to completion – and the results today speak for themselves. Our last residence in South Yarra, although beautiful, is lackluster in comparison.

Beyond its artistic offerings, Cremorne’s many restaurants, shops and bars offer residents, workers and visitors alike a nirvana of eating, drinking and playing. It’s a must see destination for anyone living in or coming to Melbourne.

Some of HBT’s local haunts

Food: Berties Butchers, Fonda, Richmond Oysters, Meat Mother

Play: The pool table at Great Britain Hotel

Booze: Cherry Tree, The Corner Hotel

Places to go for inspiration: Jardan, Space, Polyform

HBT’s Junior Copywriter, Alison Erlanger takes five to talk effective writing, advertising insights and Pokémon.




When did you join HBT?

June 25, 2012

Which brands do you work on?
Whichever brands require copy, really. I have probably worked on all of our brands at one point or another. At the moment I am working on Melbourne Star, Biggin & Scott, Wallaby Foods and Cabot’s.

What do you like most about your job?
I like the variety that comes with working in advertising – that every job comes with different goals, different challenges and requires a different way of thinking.

What’s a great piece of creative branding advice you could share?
Less is more. Give your audience some credit and let them fill in the gaps for themselves.

What do you do when you’re not at work?
I’m a part time journo/writer and play the electric ukulele in a little band called The Lovelies.

What public personality/celebrity have you been likened to and why?
I get compared to Tina Fey’s character, Liz Lemon from 30 Rock a bit. I like to think it’s because Tina Fey is a strong, powerful, female role model but it’s more likely because her character deodorises with a scented candle.

If a reality program was made on your life, what would it be called?
Confessions of a 25-year-old Pokémon lover.

Superfoodie. It’s all good.

01_superfoodie_pack_open_hbt_agencyOur good friend, Paul Owies, has returned to the food business. He decided he wanted to make the best tasting healthy snack you can buy – no small aspiration. Having tasted quite of few of them, from the early stages of development through to the final product, we’re sure he’s succeeded. Superfoodie ticks all of the boxes. We helped Paul with naming and packaging design, and we’re looking forward to helping him to get the word out too.





Our first visit to the Star – a spectacular night. Melbourne looked like something out of Bladerunner, and what a thrill for everyone to see the fruits of their labours. 2 solid years of design work, in the flesh.