How to Brief a Packaging Designer: What Food Brands Need to Prepare

Introduction

A great packaging design starts long before anyone opens a design tool. It starts with a great brief. Here's everything you need to prepare before working with a packaging designer so your project runs smoothly, on time, and on brand.

Why it matters

A poorly written brief leads to misaligned design, wasted revisions, and delays. The clearer you are about your product, your audience, and your goals upfront, the faster and more accurately a designer can deliver. A strong brief isn't just helpful, it's the foundation of a successful project.

What to include in your packaging brief

• Your product: What is it, what does it do, and what makes it different?

• Your audience: Who are you selling to and what do they expect to see on shelf?

• Your market: UK, EU, or both? This determines compliance requirements from the start

• Your competitors: Who else is on shelf and how do you want to stand out?

• Your brand: Do you have existing brand guidelines, colours, or a logo?

• Your retailer: Are you selling direct, online, or through stores like Tesco or Asda?

• Your timeline: When does this need to go to print?

• Your budget: Be honest so the designer can scope accordingly

Common mistakes brands make when briefing

• Leaving compliance requirements out of the brief entirely

• Not knowing their target audience clearly enough

• Providing no competitor references or visual direction

• Skipping retailer requirements until after design is complete

• Changing the brief mid-project without adjusting the timeline

Conclusion

• FSA labelling guidance: food.gov.uk

• EFSA food information regulations: efsa.europa.eu

• Your retailer's supplier pack (available on request from most major chains)

• A mood board tool like Pinterest or Milanote for visual references

Conclusion

The best packaging projects start with the best briefs. Invest time in preparing yours and you'll save time, money, and revisions down the line. Not sure where to start? Book a free discovery call with FORMIQ and we'll walk you through it together.