How to Design a Product Label & Packaging Design
In this article, we're giving you a behind-the-scenes look at how we create label and packaging designs, using the confectionery company VANfoods as our delicious example. Yes, we were knee-deep in design, but we were also knee-deep in snacks—because what's the point of working on a food project if you're not eating it?
Our process is as thorough as it is snack-fueled: from product research and market analysis to mood boards, brainstorming, design testing, and scaling the concept across all SKUs.
Effective packaging design combines visual appeal with brand strategy. Professional branding services help businesses create packaging that aligns with positioning and stands out in competitive markets.
Key Stages of the Design Process
We start by getting to know the product inside and out—how it looks, where it sits on the shelf, who its competitors are, and what makes it unique. Think of it like a first date, but instead of asking, "What's your favorite movie?" we're asking, "What can we do to make people fall in love with you?"
At this stage, it's impossible not to rave about Mad Snack Champions. Honestly, this snack sells itself:- No added sugar – because who needs that drama?- All natural ingredients – no artificial nonsense here!- Fills you up – good luck staying hungry with this in your bag.- Low-calorie – finally, a snack that doesn't make you feel guilty.
It's basically the superhero of snacks: saving you from hunger without compromising your health. We're tempted to build a shrine, but we settled on designing its packaging instead.
Defining the Target Audience
Our target audience consists of women between the ages of 25 and 35 who lead active, health-conscious lives. They are the type of women who know the difference between HIIT and Pilates and actively incorporate fitness into their routines. These women are ambitious and career-driven, balancing their professional lives with a strong focus on personal well-being. They prioritize natural, wholesome foods, avoid junk food, and always seek products that align with their healthy lifestyle. Their choices reflect a commitment to both their personal growth and physical health.
We immersed ourselves in their world by creating mood boards, picking out color palettes, and trying to channel our inner fitness gurus—though, let's be honest, some of us were just channeling our love for a good snack.
Idea Generation: Stories That Inspire
Once we've connected with our audience, it's time to brainstorm. How do we make a snack *not just* a snack? We draw inspiration from the bold, daring women in history who were the first to do something remarkable. Each flavor of Mad Snack Champions is tied to one of these trailblazers because if we can't climb Everest, at least we can celebrate the women who did!
Meet our snack muses
- Elspeth Beard – the first British woman to motorcycle around the world. We're just wondering how many snacks she packed for the trip.
- Sophie Blanchard – the first woman to fly solo in a hot air balloon. No big deal, right?
- Alison Hargreaves – summited Mount Everest without Sherpas or oxygen. We get out of breath just walking upstairs.
- Rosie Swale-Pope – ran a marathon around the world over five years. Meanwhile, some of us are still deciding what shoes to wear to the gym.
- Sarah Marquis – walked 20,000 kilometers solo from Siberia to Australia. We're speechless.
- Amy Johnson – the first woman to fly solo from England to Australia. We'll stick to aisle seats, thanks.
- Dame Ellen MacArthur – record-setting British yachtswoman. If she can sail worldwide, we can handle packaging design…right?
Our goal? To ensure these snacks provide both physical fuel and emotional motivation, we must remind our audience that they can achieve greatness (even if their most significant challenge is getting through a Monday).
Keeping It Simple, Stylish, and Snackable
With these incredible stories as our foundation, we dive into the design. We choose a clean, flat approach that ensures the packaging stands out—because what's the point of a great snack if it doesn't scream "Pick me up!" from the shelf?
Design Approach
Simple because complicated designs are like complicated snacks—no one wants them.
Typography
Tall, slender fonts to match the sleek, elongated packaging. It's elegant yet approachable, just like our target audience.
We then create mockups to see how the design looks on actual products, resisting the urge to eat the prototypes (again).
After the initial visuals are ready, we test everything—and we mean everything. We ensure the design elements are cohesive and that the packaging is more than just pretty but functional.
We test
Usability: Does it fit in a car cupholder? This one's important, trust us.
Readability: Can you quickly scan the packaging for the necessary information? We want the name and nutrition facts to be legible, even when you're hungry enough to devour the first thing you see.
Next, we let a focus group of our target audience weigh in because sometimes, you need someone else's fresh eyes to tell you that hot pink might not be the best choice for a health-conscious snack.
Finalization and Printing
It's time for the final stretch once we've tested, tweaked, and perfected the design. We prepare everything for print and send it off to the printers. The moment those samples return, it's like Christmas morning—except instead of toys, it's a beautifully designed snack package.
We're ready to roll out the first batch if the test print passes with flying colors. Then, we sit back and wait for Mad Snack Champions to hit store shelves—where they belong!
