The Back Story

After long and successful careers in the corporate & creative worlds, founders Tracey Powell and Mario Pennini started working together for Australia’s largest independent liquor company.  Here they worked together for nearly 8 years before deciding to strike out on their own.  Leveraging from Mario’s design pedigree and Tracey’s intimate knowledge and experience as a corporate executive, they have a unique perspective on business strategy, identity management and design that delivers results for their clients.  Throw in passion, outstanding commercial skills and a knack for creating great ideas, and you have a recipe for business success and happy customers.


Tracey Powell

tpWith more than twenty years experience in corporate marketing, sales and management in both domestic and international markets, Tracey began her career in the oil industry, and then moved to the UK where she worked in Business Development for one of the world’s leading liquor groups, Allied Domecq Ltd.  After completing the Allied Domecq European “Business Leaders” programme at Warwick University in the UK, she returned to Australia in 1999 to manage the National Marketing team at Liquorland, a division of Coles Myer.  Tracey continued in the liquor industry until 2008, developing some of the leading retail liquor brands in the country and working across wholesale and on-premise segments of the market.  Most recently she headed the National Marketing department at Australian Liquor Marketers, part of Independent wholesale and retailing giant Metcash Ltd.

With a strong background in strategy development, she has been directly involved in advising boards and senior executive teams for over 20 years.  Tracey serves on a number of boards as a non-executive director and volunteers her time in the not for profit sector as an advisor and mentor.


Mario Pennini

mpMario Pennini’s contribution to the design and branding industry in Australia is testament to the longevity of his creations. As Creative Director, his expertise has helped launch household names such as Cellarbrations, The Bottle-O and IGA Signature brand as well as successful boutique retail stores. His knowledge of the retail industry has ensured his continued support and growth of these brands.

In 2007 Mario opened his own design studio ‘Pencil Me In Pty Ltd providing a full design service to large corporations and small business alike.

Keeping relevant to today’s market trends is the key to successful design so Mario continues to provide creative services to advertising agencies; Ogilvy PR (Internal Communications), Sadler and Hennessey (Pharma.) and Anthem and Marque (Woolworths Select packaging).