Packaging Designfor FMCG


Packaging is a critical brand touchpoint for consumers, driving taste appeal and differentiation on shelf.

Packaging is often a first point of contact with consumers; building brand awareness and influencing perceptions. It communicates your brand promise and is a key tool in maintaining your on-shelf presence, in a fiercely competitive space.

I provide food and beverage producers with the expertise necessary to deliver tactile packaging design, that enhances your product appeal. This experience was built as Head of Studio and Packaging Designer for one of Ireland’s largest FMCG food groups.

Jacobs EliteChristmas Range

Renovation project to reposition the Kimberley, Mikado and Tea Cake chocolate variants range. The Christmas biscuit tin has been a seasonal staple in Irish homes and the brief was to provide a more premium look and feel whilst also aligning with the wider range aesthetic. Embossed elements and use of the material to bring some metallic sparkle to the print finish, provided a premium tactile finish on shelf.

OdlumsBreakfast Range

A complete range redesign for Odlums, to reposition their Porridge Oats & Wheat products and win back shelf space in a competitive category. Leveraging existing brand awareness in the baking category, the familiar logo was placed at the core of the design. Confidently scaled for visibility, to maximize brand recognition on shelf; a simplified typographic treatment and supporting colour palette defined each of the product variants. Styled flat-lay photography was commissioned and art directed, to drive taste appeal and deliver an impactful design with high on-shelf visibility.

Jacobs EliteSpecial Moments

The brief for this new product extension to the Elite Special Moments range, was to drive taste appeal and position the product as a premium, indulgent treat in the confectionary aisle. Rich, flavour cue colourways, complementary typography and a tactile matt varnish finish deliver that premium look and feel. (The bars themselves certainly deliver on taste too!)


Gateaux’s cake range is an Irish family favourite. This new, smaller grab-and-go format targeted a younger demographic with a more playful design in a tasty treat size, whilst also providing subtle visual cohesion with the wider range.

A key component of your product marketing strategy and a first step towards building brand loyalty.

I offer an end-to-end packaging design service; with a wealth of experience working with different printing methods and technologies, substrates and finishing techniques. My expertise extends from artwork design and production management to art direction on 3rd party creative, styling and prop sourcing.

I’ve delivered innovation, new product development and renovation packaging projects for a stable of leading Irish household brands, to win shelf space and grow market share. I’d love to speak with you about your packaging design requirements so why not get in touch!?


Packaging Design
Headshot of David McCormack

Robert RobertsCoffee Range

This project was to bring the coffee range design aesthetic in line with the newly relaunched retail tea range. Adapted to suit a range of flexible film and foil substrates, whilst also establishing it’s own unique design personality, the new design delivered a cohesive and premium aesthetic across the Retail and HoReCa category SKUs.

JacobsJaffa Cakes

A renovation project for Jacobs Jaffa Cakes that sought to differentiate the product from category competitor and supermarket own-brand. Retaining the familiar bold orange base colour of the previous design; the foil substrate was utilised, introducing a subtle flavour cue pattern and punchy metallic logo, for a more eye-catching on shelf presence.

OatfieldChocolate Range

Oatfield is a heritage confectionery brand, well known for their bagged sweets and classic flavours. The ‘Milk Chocolate’ range targets cinema goers and needed a more modern pared-back aesthetic, with some subtle references to the established design cues so beloved of the brand.

Caffe Di Milano Chocolate and Caramel Rolls Festive Gift pack

JacobsCaffé di Milano

The Chocolate Wafer Selection is a seasonal SKU bringing together two favourite flavours from the core range, in a gifting box format. Design, commissioning and art direction of product shoot, with post production of assets to deliver against the brief looking for festive indulgence.


Wilton was celebrating it’s 80th birthday with a new format and recipes for their favourite chocolate bars, so what better time for a brand refresh! Whilst staying true to the brand’s retro roots, and with a nostalgic nod to the original design, I updated the brand identity to include a refinement of the logo, an overhaul of the typography and introduction of new colour palettes. This brief delivered a refreshed, yet familiar pack design on these much loved bars, that could also accommodate future expansion of the range. The redesign was completed with a new CDU (Counter Top Units) design for enhanced visibility at point of sale.