At Fluid, we understand that effective packaging design is essential for capturing consumer attention and conveying your brand’s values. Our packaging design service is a comprehensive process that takes your product from concept to market, ensuring that every detail is thoughtfully considered.
With over 20 years of experience in the fast-moving consumer goods (FMCG) sector, Fluid has successfully delivered impactful packaging design solutions for leading brands. We have had the privilege of working with iconic brands such as Better Beer, Woodstock, Sam’s Pantry, and Black Swan. Our process is typically modified to the specific, unique requirements of each project.
1. Concept Briefing
We begin with a detailed concept briefing to outline the project scope, objectives, and timelines. This includes collaborating with your team to gather essential information about the product and target audience, ensuring alignment on goals from the outset.
2. Concept Development
Fluid Branding begins the concept development phase by completing in-store macros to understand the retail environment. Fluid Branding then develops mockup templates and shelf shots to visualise the product placement. Early territory boards, scamps and mockups are developed to establish the creative direction. An internal review is conducted to ensure all elements align with the project goals. Fluid Branding also develops BOP (Back of Pack) layouts and SRP (Shelf-Ready Packaging), ensuring they meet the client’s brand and production requirements.
Fluid Branding presents the developed concepts to the client, providing a detailed overview of the creative solutions. During this presentation, Fluid Branding will align with the client on the insights and provided solutions, ensuring that the concepts meet expectations and strategic objectives.
3. Concept Refinement
Once initial concepts are developed, we present them for feedback. We work closely with client teams to refine the designs based on insights and preferences. This collaborative approach ensures that the final design aligns with your vision while effectively communicating the brand’s identity.
4. Photography Intent
As we move forward, we develop a comprehensive photography brief that outlines the visual intent for the cameos or serving suggestions that will appear on pack. This includes specifying the desired aesthetic, props, and staging elements that will enhance the product presentation. We ensure that all stakeholders are aligned before the photography session, setting clear expectations for the shoot.
5. Photography Execution
During the photography execution, we organise a stakeholder meeting to review the brief and shot list, ensuring everyone is on the same page. Our team conducts the shoot with a focus on capturing the essence of the packaging and product. We prioritise efficiency on set and discuss all relevant safety protocols with all participants. First-of-a-kind shots are reviewed by the creative director and stakeholders to ensure quality.
6. Design Production
Design Production files will be created at 300dpi using FOGRA39L colour profiles by trained experts with years of packaging design experience. Fluid Branding will ensure one of our design directors and expert finished artists review all artwork making sure logos and images are proportionately scaled, correct Pantone/target colours are used, and will provide a markup slug with a legend that lists all Pantone colours, embellishments, and varnishes.
An additional team member will also review that special finishes are clearly indicated on a separate Illustrator layer, live text and outlined files are supplied, and stroke weights and pack copy font sizes meet specified minimums, date stamp areas and promotional call-outs are marked in separate swatches, and deviations from the style guide will be annotated on the file in a non-print markup.
Images will be named clearly and consistently, supplied in PSD or TIFF format, and remain layered where applicable. As a matter of standard work practise, pack layouts are always built in Illustrator with individually placed and masked images. Product photography is colour-matched to the product before handover with a FOGRA39L target proof of all images supplied to clients at a specified handover meeting, signed and dated to confirm colour accuracy against actual products.
7. Review and Final Adjustments
In the final stage, we arrange for a thorough review of the packaging proofs, including target proofs and mockups. We collaborate with your team to discuss any necessary amendments and ensure that all aspects of the design meet expectations. Our goal is to finalise the artwork for production with your complete satisfaction.
Proven Experience
Our extensive experience has equipped us with a deep understanding of what it takes to create packaging that not only captures attention but also communicates the essence of a brand. Whether it’s developing a timeless look for Cascade Draught or crafting engaging designs for Sam’s Pantry, our work is always aligned with brand goals and consumer expectations.
At Fluid, we are committed to delivering packaging design solutions that enhance brand visibility and engage consumers. Our structured process ensures that every aspect of the packaging is thoughtfully crafted, resulting in a cohesive and impactful design that resonates with your audience. Let us partner with you to create packaging that not only looks great but also drives your brand’s success in the marketplace.