The Walt Disney Co - Alice Pleasance
A Disney-backed lifestyle brand. Built from nothing to national retail in under two years.
Role
Year
Channels
Brand, Identity, Packaging, Product Design, eCommerce, Photography, Social, Print, Wholesale, POS, Sales Collateral
Alice Pleasance was a passion project backed by Kylie Watson-Wheeler, CEO of The Walt Disney Company Australia — a brief to reimagine the Alice in Wonderland universe as a premium stationery and lifestyle brand for design-conscious women aged 22–45. Think Kate Spade, not Disney Store.
Overview
A two-year end-to-end creative engagement as sole designer - covering brand identity, product design, packaging, photography, ecommerce, social, print, and wholesale collateral across four seasonal collections.
Sold into 100+ retailers nationwide. Four consecutive collections sold out.
The Challenge
The brand had to feel elevated and fashion-forward while navigating Disney's global design and legal approval process — and go from concept to shelf in under 24 months, across four seasonal ranges. There was no agency. No team. Just me.
What I Did
Identity & Storytelling
Each season was built around a specific scene, quote, or palette from the original Alice in Wonderland world. I created a custom icon suite drawn from Wonderland's card deck motifs, bold colour-blocking palettes that balanced playfulness with sophistication, and a seasonal tone of voice drawn directly from the original text. Every collection had its own world. Everything felt unmistakably Alice.
Product & Production
I designed every product and piece of packaging across all four ranges - from initial concept sketches through to print-ready files, die lines, and direct liaison with manufacturers. Range architecture, colourways, and gifting bundles were all my decisions.
Photography & Content
I concepted, styled, shot, edited, and delivered all brand and ecommerce photography — both in collaboration with Disney and entirely in-house. From there I wrote copy, built the ecommerce site, scheduled and posted all social content, and created every piece of sales collateral and POS material for wholesale accounts.
The Result
Sold into 100+ independent retailers across Australia. All four seasonal collections sold out. Kylie Watson-Wheeler personally championed the brand and explored taking it global.
