PROJECT / 001
PROJECT ROLE / DOMINIC HUTCHISON
CO-FOUNDER / CREATIVE DIRECTION / DIGITAL / PROJECT DELIVERY / COMMERCIAL DEVELOPMENT
CAPE TOWN / SOUTH AFRICA
2026 / ONGOING
CONTEXT
The Biltong Bandit started with a simple idea: make a better product and build a business around it.
As co-founder, I’ve been involved in almost every part of bringing that idea to life — from product development and sourcing to packaging, brand, digital, retail and day-to-day delivery.
The challenge was never simply to make biltong. It was to build the product, brand and business together.
THE CHALLENGE
Product, packaging, production, digital, retail and commercial work all had to move together.
Each decision affected the next: the product had to work on shelf, packaging had to meet production and retail requirements, digital had to communicate the proposition clearly, and the brand needed to feel consistent across every touchpoint.
THE DIRECTION
Together with my co-founder, I helped develop the initial direction around a premium, modern interpretation of a traditional South African product — clear enough to work commercially, but distinctive enough to carry personality.
The aim was to make the product feel considered whether it was seen on shelf, online, in a retailer presentation or through community activity.
01 / PRODUCT + PACKAGING
I worked across product development, sourcing, production requirements and packaging development.
The initial packaging concept was developed jointly with my co-founder. I then briefed the designer directly and managed the process through revisions and supplier coordination.
The final system needed to protect the product, work operationally and still feel recognisably Bandit.
CONCEPT / CREATIVE DIRECTION / DESIGN BRIEFING / SUPPLIER COORDINATION
02 / DIGITAL
I built The Biltong Bandit Shopify site from the ground up, shaping the structure, UX, content and implementation around the product and brand.
The site became the main digital expression of the business and later provided the base for product education, customer journeys and Restricted Territory.
CONCEPT / UX / CONTENT / CREATIVE DIRECTION / SHOPIFY IMPLEMENTATION
03 / RETAIL + COMMERCIAL
The work extended into retailer presentations, stockist communication, partnership material and day-to-day commercial rollout.
I developed materials, supported retailer conversations, structured offers and coordinated the practical delivery needed to move the brand from idea to shelf.
COMMERCIAL MATERIAL / RETAIL SUPPORT / PARTNERSHIPS / PROJECT DELIVERY
04 / COMMUNITY
Community became another way for the brand to create relevance beyond a transaction.
Projects such as Bandit Run Club created opportunities to connect product, movement, culture and collaboration while giving the wider brand a life outside conventional advertising.
CONCEPT / CREATIVE DIRECTION / COMMUNITY / ACTIVATION
05 / DELIVERY
Much of my role has been making sure the work actually moves: briefs, suppliers, production, timelines, approvals, website implementation, retail requirements, partner coordination and the constant small decisions required to get things shipped.
PROJECT DELIVERY / COORDINATION / IMPLEMENTATION
OUTCOME
The Biltong Bandit became a functioning consumer brand with finished products, packaging, ecommerce, retail presence, partnerships and a growing content and community system.
The work is ongoing, but the project demonstrates the part of AM.STUDIO I care most about: taking an idea, giving it direction, then staying close enough to the work to get it delivered.
ROLE / CREDITS
AM.STUDIO / Dominic Hutchison led the areas described throughout this case study.
Selected specialist execution was handled by external designers, suppliers, production partners and collaborators where required.