A design studio devoted to building the good fortunes of great brands everywhere


FU means good fortune. Good fortune is not luck, but a balance of intent & serendipity. Mastery & naivety. Careful planning & freedom of creativity. At Fuman, we believe that good fortune can be designed.

Fuman was founded in 2003 by a guy who was destined to be named Fu King.

Part Chinese, part Italian, part farmer’s son from the Waikato, the farmer portion of his bloodline took over, and he was named Jon instead. But the Fu in Jon was always fighting to get out.

And so Fuman was founded – a studio devoted to doing things differently. Thoughtfully. Nimbly. And completely uninhibited creatively.

20 years, 5 studio moves, 17,000 cups of coffee, and a bunch of wildly talented team members later: the brands got bigger, the office got flasher, but we still share the same passion of building good fortunes for great brands everywhere.

Today we create branding, packaging, communications, digital and experiential design across all industries. We transform businesses and unlock growth with a mixture of wisdom, curiosity, enthusiasm and Fu.

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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Caroline Konarkowska
Design Director

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Gio Trevilla

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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.