What is the role of a consumer brand designer?
One of the most common misconceptions I see (particularly among founders of consumer products) is the assumption that all brand designers do the same job. The term brand designer is often used as a catch-all, but in practice it can describe very different types of work.
Traditional brand design tends to focus on defining the foundations of a brand: its purpose, positioning, values, tone of voice, and visual identity. This work is essential because it gives a brand its internal compass. However, on its own, it doesn’t guarantee that a brand will perform once it enters the real world.
Consumer brand design operates further downstream and takes into consideration where the brand will live in reality, not just in theory. It requires an understanding of how consumers actually make decisions (often quickly with limited attention span) and how brands compete in crowded retail environments. This includes an understanding of consumer psychology: how people scan shelves, respond to cues like colour, hierarchy, familiarity, and trust. It also requires foresight and the ability to design systems and brand portfolios that can expand and adapt as a business grows, rather than unravel once new SKUs or formats are introduced.
This kind of work is less concerned with whether something simply “looks good” and is more focused on whether it works at shelf and within retail constraints (which can vary between local and global markets). A design concept may be visually striking in theory, such as choosing premium glass packaging over recycled plastic, but in practice, it can introduce challenges around cost, weight and shipping. Without an understanding of FMCG realities and buying behaviour, design decisions can unintentionally prioritise aesthetics over feasibility. While visual appeal matters, design must also function within the constraints of production, retail, and commercial settings. Many brands struggle not because they lack vision and ideas, but because early branding decisions were driven by personal taste rather than how consumers actually navigate and choose products at shelf.
At its core, the role of a consumer brand designer isn’t just about making things look good; it’s about solving commercial problems through design. When done well, consumer brand design doesn’t just express an idea; it builds trust and helps consumers confidently choose you.
If you’re navigating branding decisions for a consumer product and want guidance that balances strategy and design, feel free to get in touch.
