FCB Coffee is a London-based speciality coffee brand and chain offering high-quality coffee products across multiple locations and retail environments. The brand approached me looking for a retail packaging designer to help refresh and develop their packaging system for a new product range. They wanted something super simple and memorable to help them stand out on shelf. I re-branded and designed the illustrations and packaging design for the retail packaging and also the packaging design for their full range of coffee.
The brief was to create a simple, bold and memorable packaging design that would stand out in competitive retail environments while remaining true to the brand’s speciality coffee positioning.
I worked on the rebrand direction, illustration style, and retail packaging design system to create a cohesive visual identity across the full coffee range.
RETAIL PACKAGING DESIGN FOR COFFEE BRANDS
Retail packaging design plays a critical role in the coffee industry, where products must stand out quickly in both retail and café environments.
In highly competitive FMCG categories such as coffee, packaging often acts as the primary brand communication tool — especially at shelf level.
For FCB Coffee, the goal was to create a clean, modern and instantly recognisable packaging system that could work consistently across multiple coffee products.
This project sits within my wider guide to food and drink packaging design for startups and growing brands in the UK, covering packaging formats, design, strategy etc.
THE CHALLENGE
The main challenge was developing packaging design that felt simple enough to be instantly recognisable, but distinctive enough to stand apart in a crowded coffee market.
Most coffee brands rely heavily on complex visual systems, patterns or overly detailed storytelling. For FCB Coffee, the goal was to strip things back and focus on clarity, recognition and strong shelf presence.
THE SOLUTION
I developed a minimal and structured packaging design system supported by a distinct illustration style and strong visual hierarchy.
The design approach focused on:
simplicity and clarity
strong brand recognition at shelf level
scalable design across multiple coffee SKUs
consistent visual identity across retail touchpoints
Alongside the packaging design, I helped refine the brand direction to ensure consistency across the full product range.
THE OUTCOME
The final result is a clean and commercially focused retail packaging design system that strengthens FCB Coffee’s presence in the London speciality coffee market.
The packaging is designed to be instantly recognisable, easy to navigate across product variants, and highly effective in retail environments where attention is limited.
More updates on the full product rollout coming soon.
FREQUENTLY ASKED QUESTIONS
What is retail packaging design?
Retail packaging design is the process of creating packaging specifically designed to perform in physical retail environments, focusing on visibility, clarity and consumer decision-making.
Why is packaging important for coffee brands?
Coffee is a highly competitive FMCG category, and packaging plays a key role in helping brands stand out, communicate quality and attract attention at shelf level.
Do you design packaging for coffee and FMCG brands?
Yes — I work with food, drink and FMCG brands to create packaging systems that are commercially effective and visually distinctive.
What makes good retail packaging design?
Good retail packaging design is clear, easy to understand quickly, and visually strong enough to stand out in competitive retail environments.
Do you work with startups and established brands?
Yes — I work with both startups and established FMCG brands to develop scalable packaging systems.
NEED HELP WITH YOUR PACKAGING DESIGN?
If you’re launching or refreshing a food, drink or coffee brand and need retail packaging design that stands out on shelf, I can help create a strategic and commercially focused packaging design system. Dave Jones Design is a freelance packaging designer specialising in food, drink and FMCG/CPG branding and packaging design. With over 10 years of experience, I help startups and growing brands create commercially effective packaging design systems designed for real-world retail and ecommerce performance.
Get in touch to discuss your packaging design project.