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Packaging Design

Impulse is often the main driving factor behind a purchase. Impulse is generally motivated by emotions. It’s how a product makes you feel, rather than whether you need it that makes you buy it. Yes, you may have a need for the product, but why that specific brand? The one with the sleek, expensive looking bottle? You bought it because you thought it would make you feel fancy and luxurious.

This is the purpose of packaging. Packaging, when done correctly and creatively, is ultimately what sells your product. It draws attention, sends a message, and makes consumers feel a certain way. It’s not just the designs created on the computer that need consideration. The materials you use are part of the message you’re communicating. Whether it’s a box, bottle, bag or label or sleeve, the size, shape and print process (eg. die cutting, gold foil blocking embossing) all need to be considered at concept stage. Then there’s the ever increasingly important environmental consideration to factor in. Are the plastics recyclable or better still bio-degradable. There are some impressive developments in the packaging industry in this area, from edible liquid bubbles to mycelium (mushroom) packaging that can replace polystyrene.

Often clients come to me with their packaging solution already considered, my role in this situation would be to take the manufacturers cutter guide and create the graphics from that. I can also help from an earlier stage in the process and suggest materials and concept ideas that will help your product stand out with some original and clever ideas.

Case Study Packaging Design Project Multiple

Anges De Sucre – Tea Packaging & Branded Bag

Anges De Sucre is a luxury brand selling their products in Selfridges and online. They started as a Patisserie in West London for which I created the original branding, web design, marketing and signage design. These packaging designs used the branded wallpaper I designed before, which originated from the logo cherub character illustration style. I pulled pretty vintage illustration elements together with the angel I created for the logo to create the pattern. The elements reflect the cultural origins of the tea flavours. So the Earl Grey has old English iconography like a Penny farthing, an carriage, a duck and a fox. The india tea flavour has a hand pulled cart, a peacock and an elephant.  I designed everything from the macaron boxes, labels and bags to the staff aprons and metal work shop sign. I also designed specific boxes for mothers day with a basket with cakes, a heron and a pram.


I was asked by Moonpig in 2011 to redesign their delivery boxes for their Wines, Flowers and Gifts. I had a look at the packaging they already had, it had a white paper layer and just the logo. It was basic and not very engaging. I wanted the receiver to get excited about the contents before they opened it. So I created some branded illustrative elements that reflected the products inside whilst keeping the same aesthetic across the range using only 2 colours due to budget restrictions. So the wines & spirits had bubbles, the flowers had foliage, flowers and swirls and the gifts range had stars and streamers. The illustrations I created could then be used across their other marketing material, like flyers and leaflets, which I also designed.

Long Tall Sally

While freelancing for Paul Lewis Agency in 2005, I designed the branding for their new denim fashion range. They wanted the design to be young and trendy and separate from the original branding to look like a sub brand. I created the typography from a paisley pattern and some hand-drawn typography sketched I drew.  I designed their tags and labels, working through the manufacturing procedures in close communication with the factory to get the embroidered colours as close to the design as possible whilst staying within the manufacturing budget.