Packaging Design

Work with Luisa

Packaging is the most commercial design decision a brand makes. It determines whether a product gets picked up at shelf, whether a consumer understands the range, and whether a new product launch succeeds or stalls. Getting it right is not just a creative brief. It's a business decision.

I design packaging for consumer brands in food, beverage, health, and beauty. These categories are where shelf performance is measurable and the cost of getting it wrong is real. My work starts with brand strategy and ends with print-ready files, covering everything in between.

  • Primary and secondary packaging design, range architecture and variant structure, range extensions and line extensions, limited edition and seasonal packaging, multipack and promotional formats, finished artwork and print-ready files, print management and supplier liaison, brand guidelines for packaging.

  • Packaging design starts before the brief arrives. The questions that shape a successful design are strategic: What does this brand stand for? Who is the consumer and how do they shop? Where does this product sit in the category? What does the shelf environment look like, and what regulatory requirements apply?

    These questions determine the design hierarchy: what reads first, what reads second, how variants are structured, and how the range will scale. A design that hasn't answered these questions first tends to look resolved on screen and fall apart on shelf.

    I understand the Australian grocery environment well. How category blocking affects standout, what buyers expect when assessing a new listing, and how shopper behaviour at fixture shapes the decisions that actually matter. That knowledge is built into every brief I take on.

Love to Dream

Global packaging redesign across 50+ SKUs in 50+ countries

Bellamy’s Organic

Full range redesign across formula tins, pouches, cereals, pasta, and snacks, plus art direction across photography.

Three Blue Ducks

Silver, 2024 Indigo Design Awards. Launched into Woolworths Metro across NSW and Victoria

Herbal Extract Company

10% sales uplift in the months following launch.

A packaging project typically moves from strategy and positioning through concept design, design development, and finalisation to print-ready artwork and print management. For the detail on how that works in practice, see How I work →.

If you have a packaging brief you'd like to discuss, get in touch.

WORK WITH LUISA

What clients say

  • Luisa has an incredibly strong design instinct and a clear point of view, which she brings to every project she works on. She combines creativity with a meticulous attention to detail, ensuring that every aspect of a design is considered and executed to a high standard.

    Madeline Barnett, Love to Dream

  • Luisa is passionate and knowledgeable about design and branding and has a genuine desire and ability to deliver great designs that deliver business results and always goes beyond the brief.

    Pia Larsen, Herbal Extract Company

  • Luisa is incredibly reliable, responsive, and brings a thoughtful, polished approach to everything she delivers. One of the things I valued most was that she would also provide guidance on the project if I was unsure myself. That kind of proactive thinking and genuine partnership is rare, and made her someone I could really rely on.

    Tony Clamant, Jansz Tasmania

  • Luisa has an exceptional eye for packaging design and a deep understanding of what works on shelf. Every project is approached with creativity, strategy, and meticulous attention to detail.

    Hannah Wright, Three Blue Ducks