FMCG packaging design

Bread is one of the most competitive areas within FMCG. Shoppers make fast visual judgements based on freshness, texture and perceived quality.

For Robert Andrew, the packaging could not rely on heavy branding or bold graphics alone. The product itself was the differentiator. Our design strategy therefore reversed the usual hierarchy – placing the product first and brand second.

We created an FMCG packaging design system built around the largest possible product window, allowing customers to see texture and overall quality before purchase.

This transparency reduced uncertainty and built trust quickly, ensuring customer expectations at the time of order would then match the product delivered, strengthening confidence in a new and unfamiliar offer.

Photography supported this approach through carefully art-directed front and back labels that complemented, rather than obscured, the product itself.

As a new FMCG brand, cost control and production speed were critical.

We developed a streamlined solution using front and back stickers applied to flow wrap packaging, which would allow quick turnaround and easy adaptation as the range evolved. Printing on the reverse of the flow wrap reduced complexity while maintaining visual consistency. This approach ensured the packaging remained flexible and practical without compromising presence on the shelf or online, or perceived quality.

We tailored tray sizes across the range so every product looked balanced and well-presented while maintaining a unified visual identity.

The structure ensured each product looked generous and well-proportioned within its packaging, avoiding excess void space and preserving presentation standards across the different formats.

This flexibility supports future product development without requiring a complete structural redesign.

We carried out testing across different label configurations to refine hierarchy, legibility and visual balance.

Iterations focused on ensuring the product remained dominant while nutritional information, messaging and brand cues remained clear and compliant. This process allowed us to fine-tune both aesthetic impact and production practicality.

The FMCG packaging design worked in tandem with the brand identity and ecommerce platform. The photography-led approach aligned with the website, social content and influencer activity, creating a consistent product-first narrative across every touchpoint.

By allowing customers to see the quality upfront, the packaging reinforced the brand’s positioning as a credible alternative within a traditionally carb-heavy category.

This FMCG packaging design prioritised practical commercial considerations, combining strong product visibility with streamlined production and flexible formats that support future growth.

The result is a packaging system that supports a subscription-led ecommerce website while providing a robust foundation for growth within a competitive FMCG category.