Food And Beverage Packaging Designer UK
Brand identity design, and packaging design for natural energy drink brand Fud. As seen on BBC’s Dragon’s Den.
Food And Beverage Packaging Designer UK
The guys at Fud drinks reached out - as they were looking for a freelance food and beverage packaging designer and branding designer to help with their brand re-fresh. They wanted to re-design their logo and packaging design for their range of natural vitamin energy drinks. They wanted a simplistic brand, to help then stand out on shelf. We worked together on the new logo design, and packaging design. The drinks are now stocked in Marks & Spencer, Amazon and independent retailers.
Branding & Packaging Design for Functional Energy Drink Brand Füd
Füd is a UK based functional beverage brand creating natural vitamin energy drinks designed to support focus, energy, and wellbeing.
The functional drinks market is highly competitive, particularly within retail environments where packaging design plays a major role in communicating product benefits, brand positioning, and shelf visibility quickly.
They approached me looking for a UK based food and beverage packaging designer to help refresh the brand identity and packaging system to better reflect the premium and health-focused nature of the products.
I worked across brand strategy, logo design, visual identity, and packaging design to create a cohesive system capable of scaling across multiple flavours and future product extensions.
If you’re interested in the strategy behind food and drink packaging design, you can read my guide here:
Food & Drink Packaging Design Guide for startups
You can also explore more branding and packaging projects here:
View branding & packaging design projects
Beverage Packaging Design for Functional & Wellness Drink Brands UK
Packaging design within the functional beverage space needs to balance several important factors:
Strong shelf visibility
Clear product communication
Modern wellness positioning
Premium yet approachable branding
Consistency across multiple flavours and SKUs
For Füd, the goal was to create a visual identity that felt minimal, modern, and commercially strong while helping the products stand out within a crowded energy drinks market.
The packaging system also needed to scale effectively across multiple flavours while maintaining strong brand recognition.
THE CHALLENGE
The main challenge was refreshing the brand identity without losing the simplicity and recognisable nature of the existing brand.
Many energy and wellness drink brands rely on overly complex packaging systems or aggressive visual styles that can reduce clarity and shelf impact.
The objective was to create a cleaner and more refined packaging system that felt modern and premium while still communicating energy, wellness, and accessibility.
THE SOLUTION
We began with brand strategy and positioning to define how the brand should sit within the growing functional beverage category.
From there, I developed:
A refined logo design
A simplified visual identity system
Modern packaging layouts
Contemporary colour palettes for each flavour
Improved typography and hierarchy systems
The final design direction creates stronger shelf impact while maintaining a clean and minimal aesthetic across the full product range.
THE OUTCOME
The result is a cohesive food and beverage branding and packaging system that positions Füd as a modern functional drinks brand with strong retail and e-commerce appeal.
The refreshed packaging improves product visibility, strengthens brand recognition, and creates a more premium overall perception of the range.
The drinks are now stocked in retailers including Marks & Spencer, Amazon, and independent stores across the UK.
FREQUENTLY ASKED QUESTIONS
What does a food and beverage packaging designer do?
A food and beverage packaging designer creates branding and packaging systems for food and drink products, helping brands improve shelf visibility, communicate product benefits, and strengthen consumer recognition.
Do you design beverage packaging?
Yes — I specialise in food, drink, wellness, and FMCG packaging design, including beverage, supplement, snack, and functional drinks brands.
Why is packaging important for beverage brands?
Packaging plays a major role in helping beverage brands stand out in highly competitive retail environments while clearly communicating product positioning and benefits.
What makes effective beverage packaging design?
Strong beverage packaging design combines clear communication, strong shelf impact, premium branding, and consistency across multiple product variants.
Do you work with start-ups and established brands?
Yes — I work with both start-ups and established FMCG and beverage brands looking to launch, refresh, or reposition their branding and packaging systems.
NEED HELP WITH PACKAGING DESIGN?
If you’re launching or refreshing a food, drink, or FMCG brand and need a UK-based packaging designer, I can help create strategic branding and packaging systems designed for real-world retail performance.
Dave Jones Design is an award-winning freelance packaging designer specialising in food, drink, and FMCG branding and packaging design.
With over 10 years of experience, I help startups and growing brands create commercially effective packaging design systems built for retail and e-commerce success.
Looking for a UK-based food and beverage packaging designer to help with your next packaging design project?