Fu means good fortune – and we believe good fortune can be designed.


Fuman is a boutique brand, packaging design studio based in Auckland, New Zealand.

Founded 20 years ago by Creative Director Jon Chapman-Smith, Fuman are an award-winning team of creative thinkers, problem solvers and organisers. We transform businesses big and small, unlocking brand growth with a mixture of curiosity and enthusiasm.

Fu is born from the balance between intent and serendipity, between strategy and creativity. Fu guides everything we do, allowing us to be both deliberate and intuitive, making a structure that allows for creativity. We start each conversation with our clients from a place of intuition and exploration, allowing us to think deeply about what you really need – before getting on with designing something that just feels right. Interested to find out more, we’d love to hear from you!

Our People

We all share a passion for uncovering stories that matter and re-telling these stories through design to transform people, business and brands. This is what fuels us as individuals, with each other, for our clients and their customers.

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Jon Chapman-Smith
Founder / Creative Director

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Grace Chapman-Smith
Managing Director

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Katie Hamilton
General Manager

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Gio Trevilla

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Zoe Tollenaar

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Caleb Gopal

Our Expertise

We love to create honest and authentic designs that connect with your audience. We use brand, packaging & print, digital and experiential design to help solve your business problems.


Our approach to developing brands is both strategic and intuitive. We commit to uncovering your unique brand story through thoughtful strategy and considered design – so every brand name, story, logo and experience is distinctive and connects with the target audience.

• Brand Strategy
• Brand Identity
• Naming
• Brand Story
• Brand Architecture
• Brand Guidelines
• Campaign Creative
• Content Strategy and Creation


We know how to make your product stand out on-shelf. By designing distinctive packaging that clearly communicates and compliments your brand’s identity, we build trust, recognition and a relationship with your customers so they keep coming back for more.

• Packaging Design
• Promotional Communication
• Editorials
• Digital Sales Presenters
• Product Renders
• Mock-ups


Whether it’s a website, blog, social media page, or animation, we’ve got digital experts on hand. By utilizing purposeful and thoughtful digital design solutions, we can tell the best stories and increase real engagement with your audience.

• Web Design and Development
• Animation and Motion
• Shopify and E-Commerce Sites
• Social Strategy and Implementation
• EDM’s


We thrive in the detail and love considering all the parts of creating and delivering a cohesive and memorable brand experience for your customer. We can look after all aspects of the project for you – sourcing, management right through to delivery and execution.

• Signage and Environmental Graphics
• Wayfinding Design
• Customer Touch-point Development
• Product Sourcing and Curation
• Experiential Campaigns

Awards & Press
Best Awards — Finalist x2
AGDA Awards — Finalist x2

Pride in Print — Gold x1

Pride in Print — Supreme Award
Dieline Awards — Silver x1
Best Awards — Silver x1, Finalist x6
AGDA Awards — Merit x4
World Of Coffee Berlin — Finalist x1

Dieline Awards – East Rock Packaging
Favourite Design – East Rock Packaging
Design Assembly – Troy Goodall Photography
Design Assembly – Hummingbird Coffee
Outstanding Food Producer Awards – East Rock
World Of Coffee Berlin – Horizonte Coffee Roasters

Best Awards — Gold x1, Silver x1, Bronze x1
Best Awards — Judge
Red Retail Interior Awards — Colour Award

Packaging of the World – East Rock Packaging
Packaging of the World – Atomic Coffee Cups
Favourite Design – East Rock Packaging
NZRIA – Robert Harris Café Franchisee

Best Awards — Finalist x1
Red Retail Interior Awards — Colour Award

Dieline – Wilder and Hunt
The New – The Collective Force
Idealog – Atomic Coffee
Design Assembly – The Collective Force
Design Assembly – Robert Harris
Good Design Makes Me Happy Article – The Collective Force
Vidaspace – Robert Harris Hornby
Vidaspace – Robert Harris Rolleston
Portfolio Recruitment – Design Assembly Autumn Talk

Best Awards — Gold x1, Bronze x2

Dieline – Nice Blocks
Dieline – Atomic Cold Brew
Ply Tech – Atomic Coffee Roasters
Design Assembly – Autumn Talk by Jon Chapman-Smith

Best Awards — Finalist x4

Dieline – Atomic Coffee Packaging

Best Awards — Finalist x1

Dieline – Master Milkshakes

Creative Review – Tiger Beer
Pride and Print Gold Award – AIPA Workspace 59
Work with us

We believe the best work is created together as a team, that’s why we love working with like-minded people who aren’t afraid to have some healthy debate. We love to work with the best clients, creatives and partners in the industry. So if you are a business owner with big vision, a grad looking for work with a unique talent, or a printer not afraid to push the limits - let’s talk about the amazing things we could create together.