Packaging and Design
Packaging design for London based food startup - The Soul Soup Co
Packaging and Design
The Soul Soup Co approached me - to help with their branding design, and packaging label designs, for their new food start-up. The Soul Soup Co is a new natural instant soup company based in London. They wanted a bold, and colourful brand to reflect the natural flavours of the products. We worked on the brand design, and packaging designs, to create a strong and memorable brand, to stand out on shelf. The soups are now stocked in independents, and also available through their website.
Branding & Packaging Design for Food Brand The Soul Soup Co
If you're interested in the strategy behind food packaging design for start-ups and FMCG brands, you can read my guide here:
Food & Drink Packaging Design Guide for Startups
You can also explore more branding and packaging design projects here:
Food Packaging Design for Food & FMCG Brands UK
Packaging design within the food category needs to balance several important elements:
• Strong shelf visibility
• Clear product communication
• Distinctive brand personality
• Premium yet approachable branding
• Consistency across multiple products and flavours
For The Soul Soup Co, the goal was to create a brand that felt vibrant, natural, and highly recognisable while maintaining a clean and contemporary retail appearance.
The packaging design system also needed to communicate flavour quickly while supporting future product launches and range extensions.
THE CHALLENGE
The main challenge was creating a food brand that could stand out within a crowded retail environment while clearly communicating the natural and wholesome qualities of the products.
Many food brands rely on similar visual styles, making it difficult to establish strong shelf impact and memorable brand recognition.
The objective was to develop a more distinctive packaging design system that balanced bold creativity with clear product communication.
THE SOLUTION
We began with brand strategy and positioning to define how The Soul Soup Co should sit within the modern food and convenience category.
From there, I developed:
• A bold and memorable visual identity
• Packaging label designs for the product range
• Bright illustrative graphics
• A vibrant colour palette
• Modern typography systems
• Scalable packaging layouts
The final design direction creates a strong and recognisable brand identity that helps the products stand out clearly on shelf while maintaining consistency across the range.
THE OUTCOME
The result is a cohesive branding and packaging design system that positions The Soul Soup Co as a modern food brand with strong retail and e-commerce appeal.
The packaging design improves shelf visibility, strengthens brand recognition, and creates a more distinctive presence within the competitive food market.
The soups are now stocked in independent retailers and available directly through the company's website.
FREQUENTLY ASKED QUESTIONS
What does a packaging designer do?
A packaging designer creates branding and packaging systems that help products stand out on shelf, communicate product benefits, and improve brand recognition across retail and e-commerce environments.
Do you design food packaging?
Yes — I specialise in food, drink, wellness, and FMCG packaging design, including food brands, snacks, beverages, supplements, and consumer packaged goods.
Why is packaging important for food brands?
Packaging plays a major role in influencing purchasing decisions, improving shelf visibility, and helping brands communicate quality, flavour, and product positioning.
What makes effective food packaging design?
Strong food packaging design combines clear communication, distinctive branding, strong shelf impact, and consistency across multiple products and flavours.
Do you work with start-ups and established brands?
Yes — I work with both start-ups and established FMCG and food brands looking to launch, refresh, or reposition their branding and packaging systems.
GET IN TOUCH
If you're launching or refreshing a food, drink, health and wellness, or FMCG/CPG brand and need an experienced packaging designer, I can help create strategic branding and packaging design systems designed for real-world retail and e-commerce performance.
Dave Jones Design is an award-winning freelance branding and packaging designer specialising in food, drink, health and wellness, and FMCG branding and packaging design.
With over 10 years of design and branding experience, I help start-ups and growing brands create commercially effective branding and packaging design built for retail and e-commerce success.
Looking for a packaging designer to help with your next packaging design project? Get in touch.