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A Melbourne packaging design agency that starts with positioning.
Most packaging is designed before the brand knows what it stands for.
So it borrows from the shelf around it: the same kraft paper, the same script, the same claim in the same corner. On a crowded shelf that is the fastest way to disappear, and every new product makes it worse. Packaging that starts from a position has something to say before anyone reads it, and a system that keeps saying it as the range grows.
Packaging Strategy
Packaging starts with the brand’s strategy, because on the shelf the pack does the selling on its own. We work out what the product stands for, who it has to win over, and what the pack must say first. For Bermuda Coffee Studio, that meant moving from one more specialty roaster to a coffee studio, with Get Lost in Coffee as the invitation on every bag.
- Brand strategy and positioning
- Shelf and competitor audit
- Hierarchy: what the pack says first
- Naming for products and ranges
What does packaging strategy cover?
What the product stands for, who has to choose it and where, what the competing packs on that shelf already say, and the order in which your pack should say things. It becomes the brief the design is judged against.
Structure, Format & Range
A range has to work as a family and as individuals. We set the system first: what stays fixed across every product, what changes to tell blends, flavours or sizes apart, and how it holds up when the range doubles. Bermuda’s secondary palette keeps blends, single origins and limited runs fresh on the shelf, and its triangular labels put altitude, variety, process and farm on the front, the provenance specialty coffee usually hides.
- Range architecture and SKU system
- Format and pack selection
- Labels, bags, boxes and cups
- Shipping boxes and secondary packaging
How do you keep a range consistent as it grows?
By deciding up front what never changes across the range and what is allowed to. The system fixes the mark, the type and the layout, and lets colour, illustration or a single panel carry the difference between products. Bermuda’s fifteen coffee labels run on one system.
Artwork & Labels
Then the detail: typography that reads at arm’s length and up close, colour that holds across stocks and finishes, and the mandatory copy (ingredients, panels, barcodes, recycling marks) set as part of the design. For Independent Wine Store, the identity carries from the packaging and stickers to the tote bag and the wine glass.
- Label and pack artwork
- Typography, colour and illustration
- Mandatory copy and regulatory panels
- Stickers, tags and merchandise
What does packaging design include?
The strategy, the system across the range, the artwork for each product, and print-ready files for your printer. Printing itself sits with your printer; we prepare the files to their specifications and check the proofs with them.
Print-ready Files & Printer Handover
The job is done when it is printed well. We prepare print-ready artwork to your printer’s specifications (dielines, bleeds, colour profiles, finishes), check the proofs with them, and hand over a packaging toolkit so your team can add the next product without starting again.
- Print-ready artwork to your printer’s specifications
- Proof checks with your printer
- Packaging guidelines and templates
- Brand identity for the business behind the product
- Graphic design for campaigns, books and exhibitions
What files do we get at the end?
Print-ready artwork for every product and format, the source files, and a packaging toolkit: the system, the templates and the rules for adding a new product. They are yours to keep and use with any printer.
A clear process from the first strategy call to the press.
Discover & Audit
Your product, your category and the shelf you sit on. What the pack has to do and what it is up against.
Position & Strategise
The position the brand can own, and the hierarchy that follows from it: what the pack says first, second and never.
Design the System
Identity, range system and artwork, every decision tied to the position and tested at shelf distance.
Artwork & Proof
Print-ready files for every product, and proofs checked with your printer before the run.
Launch & Grow
Guidelines and templates, so the next product joins the range without a new project.
We price packaging as part of a strategy and identity engagement, from the bands we publish.
- Brand Audit (two weeks): competitor map, perception read, positioning options, a recommendation with a price for each path. The audit fee comes off the strategy fee if you go on.
- Brand Strategy ($15,000–$25,000): positioning, purpose, audience mapping and brand narrative.
- Brand Identity Design ($25,000–$45,000): the visual and verbal system on a strategic foundation, with guidelines.
- Full Brand ($45,000–$75,000+): strategy and identity end to end, for a business repositioning for growth or a group bringing several names under one.
Your quote sets out the products, formats and files it covers before anything starts. Printing is quoted separately by your printer. Get in touch to find out which range you are in.
Packaging inside a brand project follows the same timeline as the rest of the brand: most full projects run 8 to 16 weeks from kick-off to final files.
A range adds time for each format, and print lead times are your printer’s, set by the format, the finish and the quantity. We plan the dates back from your launch, so the files are ready when the printer needs them.
We work with your printer. Artwork is prepared to their specifications and we check the proofs with them before the run. If you don’t have a printer yet we can talk through options, but the printing and its quote are theirs.
Yes, and that is where a system pays for itself. We design the range as one system with room for the next product, so a new product is a variation on the system rather than a new project.
If the brand doesn’t yet know what it stands for, yes, and it is quicker than it sounds. The strategy decides what the pack has to say and what it can leave out, which is most of the hard decisions in packaging. If you already have a clear position, we start from it and go straight to design. Here is how our brand strategy works.
Coffee, with Bermuda Coffee Studio and our coffee branding work; wine, with Independent Wine Store; and food, drink and consumer products more broadly, through our product branding work.
Yes. Our studio is in Mornington and we work with brands across Melbourne and Australia. Bermuda Coffee Studio’s flagship is in Berwick.
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