CPG Packaging Designer for Food, Beverage, Wellness and Pet Brands.
Most products don't lose on quality.
They lose on perception.
Packaging is where perception is built.
(And no, a mood board is not a strategy. We'll get to that.)
Think About the Person Who Buys the Expensive Olive Oil
The one who suddenly becomes very interested in phenols.
Nobody actually knows what phenols taste like. But the bottle is beautiful. The label feels expensive. And suddenly you're the kind of person who drizzles olive oil dramatically over burrata when people come over.
That's packaging doing its job. Making someone feel like the kind of person who buys it. Before they've read a single word.
You're welcome to keep ignoring this.
Your competitors aren't.
Your Product Is Being Judged in Three Seconds
By someone tired, distracted, and already holding three other things.
Most CPG products lose that moment. Not because they're worse. Because the packaging looks safe. Designed to offend nobody, stand for nothing, approved by a committee of people who were scared to commit.
Safe packaging is invisible packaging.
Invisible packaging doesn't sell anything.
Not the supplement. Not the dog treats. Not the tea.
Čajanka isn't selling tea. They're selling the only five minutes of the day that belong entirely to you. A tin of leaves is just the excuse.
Winston and Co aren't selling dog treats. They're selling the ritual of loving your dog well.
Before any CPG packaging design begins, I find that answer. Because if your packaging doesn't know what it's selling, neither does your customer.
I had a founder certain his nut-free protein bar was for gym bros. It wasn't. It was for the mum at sports practice with an allergic kid who will pay a premium for that guarantee without blinking.
We designed for her. It sold.
You cannot Pinterest-board your way to that insight.
What Are You Actually Selling?
Strategy session, 40-plus page strategy document, brand identity and logo, two design concepts for your SKU's, two rounds of revisions, print-ready files, brand guidelines, print management.
Handled personally by me.
Not a junior. Not a contractor. Me.
When It Works:An olive oil sold out in three weeks. No ads. A dog treat brand doubled its retail price within six months. A tea brand landed in three boutique hotels in its first season. None of them changed their product. They changed what the packaging said about it.
Frequently asked questions
What does a CPG packaging designer actually do?
A good one starts with strategy, not aesthetics. Who is buying this, why, and what the packaging needs to communicate before a word is read. If your last designer's first question was "what colours do you like," that's your answer.
How much does CPG packaging design cost?
Studio Stoked projects start at $9,000 USD for one SKU. Covers strategy, design, revisions, print-ready files, brand guidelines, and print management. Cheaper options exist and usually cost more in the long run. Full breakdown →
How long does a CPG packaging project take?
Six to eight weeks from strategy to print-ready files. Rushing it is how you end up doing it twice.
Do I need brand strategy before packaging design?
Yes. Packaging without strategy is decoration. Here's why →
Do you work internationally?
Yes. I'm an Aussie, designing globally from Croatia. Clients across Australia, the US, the UK, and Europe. Physical proofs shipped or digital proofs for approval before anything runs.
What types of CPG brands do you work with?
Food, beverage, skincare, wellness, supplements, pet. Founders who are pre-launch or early-stage with a product that works and packaging that doesn't match it yet.
See the portfolio →
