Looks really DO matter: why great design is everything

If you’ve read any of our blogs, you’ll know that our passion is packaging design.

A strong brand identity and engaging packaging design is crucial in building connections with consumers and the trade – ultimately helping your brand grow and thrive.

So, we loved a recent article in Design Week about how design is boosting the UK drinks sector. It’s great to hear someone else explaining why design is SO important for brands!

According to the article, food and drink is the UK’s biggest manufacturing sector, worth an estimated £104 billion. Larger than the aerospace and automotive industries combined!

It goes on to state that more than three quarters of food and drink manufacturers are focused on research and development , with the country’s top 25 manufacturers spending £900 million every year on new product development.

These are some big numbers, but what does it mean for you?
An incredibly competitive market, that’s what.

And as a challenger brand without big budgets, how can you compete?

With great design of course. Design that cuts-through, is distinctive, and has your own voice.

Packaging design is one of THE most powerful tools in your brand arsenal. It’s so much more than just making your product look good on a shelf – here’s what great design can do for your brand…

Own your shelf space

Supermarket shelves are noisy. We’re talking full-on visual chaos. Your packaging needs to rise above the clutter. Whether it’s a bold colour pop, clever structural design, or a punchy message that speaks directly to your audience’s soul. Standing out isn’t optional – it’s essential. Good packaging grabs attention. Great packaging holds it.

Build a brand they’ll recognise in a crowd

You know that feeling when you spot a product and know exactly who it’s from before you even see the logo? That’s the magic of consistent, smart design. Packaging is your brand’s uniform – it should speak your brand’s language fluently. Colours, fonts, shapes, tone of voice. They all help your customer instantly recognise you and feel that lovely sense of familiarity.

Create an experience, not just a product

Great packaging doesn’t end at the shelf, it becomes part of your consumers’ lifestyle. From the moment of unboxing, to how it feels in their hand, to how easily it fits in their bag or cupboard – design matters. A well thought out experience can spark joy (yes, Marie Kondo style), and keep people coming back for more.

Catch the eye of trade (and make them instantly curious)

First impressions count, and that goes for your packaging, too. If you want to get your product onto shelves in the first place, it needs to turn the heads of retail buyers. They’re scanning hundreds, if not thousands, of SKUs, so your packaging needs to say “Hey! Over here! I’m worth stocking!” without being too shouty. Strategic design can help you communicate value, uniqueness, and credibility in a blink.

Great design should be at the heart of your brand, helping build a brand experience that starts the moment someone lays eyes on your product.

It’s the first and sometimes only chance to tell your brand story in a matter of seconds. So, invest in it. Obsess over it, and most of all – have fun with it.

Need help bringing your packaging dreams to life? We know just the team 😉