Breville launches line featuring First Nations artwork and campaign via The General Store

Breville launched a new product line and integrated campaign through creative agency The General Store.

The campaign showcases Breville’s new line “A Native Culinary Journey.” Organized by Alison Page, founder of the National Aboriginal Design Agency, this is a first global partnership between First Nations peoples and the National Museum of Australia to create products that combine ancient stories with the best in design. contemporary. 100% of Breville’s profits from the collection will go towards creating opportunities for Indigenous Australians (details below).

Infusing art, rituals and stories into our homes and daily lives, the limited-edition series of six Breville products features original artwork by esteemed Western Desert artists and members of the original Pintupi Nine: Yalti Napangati, Yukultji Napangati, Warlimpirrnga Tjapaltjarri and based in Sydney. artist and wife Yuwaalaraay, Lucy Simpson. The artists painted directly onto the products, which were then scanned using state-of-the-art 3D photogrammetry techniques and reproduced using an IP-exclusive water transfer process, designed to faithfully reproduce color and the vivid texture of the original artwork.

The campaign was shot by curator and filmmaker, Alison Page, and her team Nik Lachajczak and Ray Clarke in various locations, including Kiwirrkurra, a small Western Australian community in the Gibson Desert.

Noel Burchill, Head of Global Brand Strategy and Advertising at Breville, said: “16 years in the making, an Indigenous Culinary Journey is more than just a collection of products, it’s an invitation to experience the oldest living culture of the world. We are extremely proud of the collection and the care and consideration that has gone into producing such an extensive range. The General Store felt like an extension of our team and having an agency that could handle every touchpoint allowed us to deliver a cohesive campaign that brings all that hard work to life in the right way.

General Store Executive Creative Director Chris Scott said, “It’s exciting to be able to work on campaigns that bring together our entire multidisciplinary team. From our architecture and interiors team managing visual merchandising and point of sale design and construction, to our social, digital and creative teams managing website design and advertising assets, we have been able to to create an end-to-end campaign that truly does justice to the artists and the beautiful visual stories they told.

Matt Newell, Partner and CEO of The General Store, said, “It has been great to work with the Breville team on such a meaningful campaign. The team is really passionate about what they do, which means the quality of the work produced is at such a high level”.

The campaign was launched nationally on website, social media, natives, display and outlets, including a showcase at the National Museum of Australia, Canberra and a showcase at David Jones, Sydney , Elizabeth Street. It will then roll out globally starting in June in Canada, New Zealand, the US, UK and Europe.

The National Museum of Australia will present the limited series in an exhibition, An Aboriginal Culinary Journey: Designed for Living, through August before traveling to London, Paris, Berlin, Washington, Toronto and New York.



  • Cliff Torng, Global Head of Marketing
  • Noel Burchill, Head of Global Brand Strategy and Advertising
  • Alex Zappia, Global Brand Manager
  • Ty Lim, Head of Global Retail Marketing
  • James Gow, Brand Specialist – Global
  • Lucy Martyn, Managing Director – Global Communications

The General Store (Strategy, Creation, Production)

  • Matt Newell, Partner and CEO
  • Madeleine Livesey, Partner and Chief Operating Officer
  • Alex Edwards, Co-Director of Customer Service
  • Bec Maxted, Account Manager
  • Renaud Frize, digital director
  • Chris Scott, Executive Creative Director
  • Steve Carlin, Creative Director
  • Luke Mathers, digital designer
  • Waleed Hassan, point of sale designer
  • Darren Bailey, Producer
  • Cam Creagh, video editor

Photography and cinema

  • Alison Page, Nik Lachajczak and Ray Clarke.