21 Years. Independent.

Melbourne. Global.

We design identities that make businesses impossible to ignore.

Caramel Creative is an independent strategy, brand, and digital agency established in 2005. We work with businesses to find what makes them valuable, then design the identity that gives it shape.

Your business builds its brand over time through every decision and interaction. Our job is to make sure the identity behind it is clear, distinctive, and commercially effective.

We combine strategic thinking, creative craft, and technology to grow the businesses we work with. Because we are independent, your success is our success. There is no parent company, no network, no competing interests. When your brand grows, we grow. That alignment shapes everything we do.

Our approach starts with people. We use scenario-based design thinking to understand how your customers behave, what they need, and where the gaps are. That understanding informs every creative and strategic decision we make.

Whether we are creating a new identity or repositioning an existing one, the work is measured by what it achieves. Increased visibility. Deeper loyalty. Shifted perceptions. Stronger commercial performance. Every output has a job to do.

What We Value

Curiosity.

We lead with questions, not assumptions. We step into your business, your industry, and your customer’s world. That closeness is what allows us to shape strategies and creative that are commercially grounded, not just visually impressive.

Craft.

Every detail serves a commercial or strategic goal. We bring creative thinking and business thinking together because one without the other produces work that either looks good and does nothing, or performs well and builds nothing lasting. 21 years of independent practice has sharpened our instincts for what works.

Creative excellence, strategic intent

Design isn’t just about aesthetics—it’s about purpose. We bring creative and strategic thinking together to craft brands that are distinctive, relevant, and built for real-world impact. Every detail, every decision, and every deliverable is considered through this lens.

Commitment.

We work with you, not for you. No silos. No egos. An idea is only as good as the execution that follows it. We bring structure, clarity, and momentum to every project. Timelines are respected. Details are precise. Standards do not slip.

Our People

Caramel Creative was founded in 2005 by Aaron Lee. Over 21 years, the studio has built a trusted reputation for independent thinking, collaborative creativity, and work that delivers measurable commercial results.

We run a flat, inclusive structure and encourage direct conversations between our partners and our creatives. The right people are in the room from the start, bringing the right mix of insight, creativity, and experience.

Aaron Lee
Founder. Executive Creative Director.

Aaron established Caramel in 2005 with a clear belief: that strategy and design are inseparable. With more than two decades of experience across brand identity, property marketing, automotive, sport, government, and corporate sectors, he leads every engagement with a focus on commercial clarity and creative precision.

Cara Lee Partner.
General Manager.

Cara oversees operations, client relationships, and project delivery. Her focus on structure and process ensures strategic thinking translates into sharp, focused execution across every engagement.

Declan Cox
Design Director.

Declan leads the studio’s design output across brand identity, print, environmental, and digital. His eye for detail and systematic thinking ensures every visual element is considered and consistent.

Oliver Chaffe
Motion Director.

Oliver leads Caramel’s motion and video output, bringing experience across broadcast, advertising, and branded content. His work spans TVCs, social content, animation, and long-form production.

Curated Talent for Every Project

Every engagement is led by our permanent senior team and supported by a hand-picked group of specialists. We draw on designers, filmmakers, photographers, copywriters, web developers, and market researchers we know well. We select the right mix for each brief.

This model keeps quality high, thinking sharp, and delivery efficient. You get a team sized to the task, a single point of contact, and clean execution from first idea to final handover.

Join Us

We are always looking for exceptional talent, permanent or freelance. If you are a strategic thinker, a strong creative, or a detail-driven project manager, we would like to hear from you.

Email your CV and folio to info@caramelcreative.com .