Short answer: Choose on category fit first — a studio that has shipped packs in your aisle — then strategy depth, a clear process and compliance capability. Shortlist two or three and brief them the same way.
Choosing a packaging designer is one of the highest-leverage decisions in a product launch, and one of the easiest to get wrong. A beautiful portfolio is not the same as the right fit for your product, your category and your stage. Here is a framework that consistently leads to better outcomes.
1. Start with the job, not the supplier
Before you look at anyone, get clear on the job to be done. Are you launching a new product, extending a range, or fixing a pack that is underperforming? A single label refresh and a full brand-and-range build are very different jobs that suit very different partners. Define the scope first and the shortlist narrows itself.
2. Put category fit first
The single best predictor of a strong result is relevant category experience. A studio that has shipped packs in your aisle already understands the shelf, the buyer and the compliance traps. Browse work by sector in the directory and prioritise studios with a track record in your space, whether that is supplements, drinks, beauty or grocery FMCG.
3. Look for strategy, not just decoration
Ask how a studio decides what a pack should say before it decides how it looks. Strong partners can articulate positioning, hierarchy and the commercial argument the pack has to make. If every answer is about aesthetics, you are buying decoration, not design that sells.
4. Check compliance capability
In regulated categories, mandatory information and permitted claims must be designed in from the first concept, not bolted on at artwork. Ask how they handle compliance for your product type. A studio that treats it as an afterthought will cost you reprints.
5. Judge the process and the communication
A clear, staged process protects your timeline and budget. Expect discovery, strategy, concept, development, artwork and production. Equally important is how they communicate: responsiveness and clarity in the sales conversation usually predict the working relationship.
6. Compare two or three on the same brief
Shortlist two or three studios and send each the same brief so you can compare thinking, chemistry and price on equal terms. Our brief builder helps you write one quickly. Three is plenty; more just slows you down.
Red flags to watch
- No relevant category work, or a portfolio that all looks the same regardless of brand.
- Pricing with no scope attached, or a quote before they understand the job.
- Vague or slow communication during the pitch.
- No mention of production, dielines or print-ready artwork.
Before you brief: get a baseline
If you are redesigning an existing pack, an independent Packaging Performance Review shows you what is working and what to fix first, so you brief with clarity rather than guesses. For a sense of budget, see our cost guide.
General information to help you plan, not legal or professional advice. Always confirm current requirements with the relevant body or your designer before you print.