We're designers of new beginnings and good fortune.

Fu translates to good fortune; it signifies happiness, fresh starts and abundance. The Chinese believe you should think carefully before choosing a name because it strongly influences a person's (or a company’s) destiny.

A good name is also chosen for its sound, the visual appeal of its characters, various literal and metaphorical meanings – all of these are core drivers of great design.


New beginnings and good fortune are what led Jon Chapman-Smith to found Fuman in 2004, propelling it into a multi-discipline, award-winning practice.

Happiness, fresh starts, abundance and wealth is our vision for the clients we serve. That’s why we’ve been there with friends risking it all, helping international brands reinvigorate tired old products, and building our reputation on a branding approach that's focused on our clients’ success.

We commit to your success, It’s what we design for. It drives us to identify opportunities for brand growth that others miss. We dive deep and ask smart questions, and we're not afraid to ask the dumb ones, to find the overlooked. We don’t believe good fortune is about luck; rather, that it comes from thoughtful, planned and detailed thinking, realised in a brave and honest way.

We believe your good fortune can be designed.

Our People

To us, good fortune is something to share, and the way we work makes it contagious.

First and foremost, we value good people – but we’re more than that. We connect smart strategy with great creativity. We share the love and passion that fuels our creativity with everyone on the journey.

Fuman Team Jon V2

Jon Chapman-Smith
Founder / Creative Director

Fuman Team Grace V2

Grace Chapman-Smith
Managing Director

Fuman Team Gio V2

Gio Trevilla

Fuman Sara4

Sara Laninga

Fuman Team Fab V2

Fabricio Maniu

Our Services

We give shape to brands across every channel. From a logo or packaging, to the virtual presence of a website and the realities of spatial and environmental design, we bring the right expertise to every aspect of the process.


• Art direction
• Brand strategy
• Brand identity
• Business naming
• Business stationery design
• Brand style guidelines
• Copywriting: tag lines, story telling,
press releases, editing & proofing

Print and Packaging

• Packaging design
• Point of sale material
• Illustration
• Product catalogues
• Editorial layout
• Promotional marketing material
• Print management

Digital Design

• Web design and development
• Shopify sites
• Blog design
• Mobile- & tablet-friendly websites
• E-commerce
• Search Engine Optimisation (SEO)
• Email newsletters
• Website analytics
• Motion graphics & animation

Environmental Graphics

• Signage: interior & exterior
• Environmental graphics & messaging
• Wayfinding design
• Customer touch point development
• Product sourcing and curation

Awards & Press
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 want to work with the best creatives and partners in the industry we can. Whether that’s a grad looking for work, with a unique talent and the ability to think differently, or a printer not afraid to push the limits of the tech on hand. Talk to us about the amazing things we could do together.