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Packaging Design
On the shelf, the packaging decides — not the spec sheet.
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Was die Leistung umfasst
What packaging design does for you
On the shelf, your product has three seconds to win attention — and maybe ten seconds to explain what it is and why it deserves them. Spec sheets, arguments and product benefits only matter after that. If the packaging doesn't hold those three seconds, the rest never comes into play — no matter how good the product is.
I develop packaging that wins the shelf moment and has substance in the hand. The concept starts with competitor analysis on the shelf: what everyone else is doing, where the shared look comes from, where you can differentiate without shooting yourself out of the category. Then the visual language (hierarchy, material, print finishing), production optimization (format, material choice, sustainability) and final print files — all coordinated with your print partner or one from my network.
Your packaging sells the product before the customer picks it up. It communicates the brand position without quoting the brand manual. And it's produced cleanly — no nasty surprises at the first print run.
So gehe ich vor
How I approach packaging design
01 — Shelf analysis. Capture competitor products, identify the category's shared codes, determine the differentiation potential. Photo documentation on the real shelf, not from the online shop.
02 — Concept. Develop two to three visual directions, each tested in a shelf mockup. Evaluated on visibility, brand fit and production feasibility.
03 — Refinement. Develop the final direction to production readiness: format, material, print process, finishing. Including structural optimization (e.g. resealable, recyclable) where relevant.
04 — Print files. Print files in the correct profiles, die-lines set up cleanly, spot colours defined correctly, accompanying documentation for the printer. Optionally on site at the press start as well.
FAQ
Häufig gestellte Fragen
Both, depending on the project. Graphic packaging on an existing structure (a standard folding carton, say) I do myself. When bespoke structural development is needed (a special shape, mechanism or closure), I work with a structural partner I've known for years — so structure and graphics come from a single piece.
We raise it early in the briefing — material choice (recyclate, mono-material, bio-based), printing process (water-based inks, no laminates), finishes (and their impact on recyclability). Sustainability isn't an add-on at the end, it's a decision made right at the start — otherwise you end up with compromises nobody wanted.
Happily, if the printer meets the requirements. Before the project starts we clarify the technical options (print formats, finishes, materials) — if your existing printer fits, we run it through them. If not, I'll introduce partners from my network. What matters is that the print setup and the design fit together, otherwise the print ends up full of compromises.
It depends heavily on complexity and the production partner. For a standard folding carton with an established printer, a project runs far faster than for a special shape with a new material combination. Once the shelf analysis and concept are done, the print artwork usually comes together quickly — the long pole is generally securing the printer's slot, not the design.
