Freelance Packaging Designer UK
Logo design re-fresh, and packaging label designs for London based vegan cheese brand Strictly Roots.
Freelance Packaging Designer UK
Strictly Roots are a vegan cheese brand based in London, UK. They specialise in small batch, artisan - plant based cheese. They got in touch, as they wanted to re-fresh their existing branding, and packaging, and were looking to work with a freelance packaging designer. I worked on the brand strategy/positioning to begin with, then I created a new logo design, and new packaging label designs for the whole range of products. The new branding/packaging consists of a simple logo, and icon design, and custom illustrations for each pack design. The products are available from the Strictly Roots website, and various London based stores including La Fauxmagerie
Branding & Packaging Design for Vegan Cheese Brand Strictly Roots
If you're interested in the strategy behind food packaging design for start-ups and CPG/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:
View Branding & Packaging Design Projects
Food Packaging Design for Vegan & Plant-Based Brands UK
Packaging design within the vegan and plant-based food sector needs to balance several important elements:
• Premium product positioning
• Strong shelf visibility
• Clear product communication
• Distinctive brand personality
• Consistency across multiple products and flavours
For Strictly Roots, the goal was to create a visual identity that felt artisan, contemporary, and distinctive while still communicating the handcrafted nature of the products.
The packaging system also needed to work effectively across multiple cheese varieties while maintaining strong brand recognition throughout the range.
THE CHALLENGE
The main challenge was refreshing the brand identity without losing the authenticity and handcrafted feel that made the brand unique.
Many vegan food brands rely heavily on minimalist or generic natural design trends, making it difficult to achieve strong differentiation and shelf impact.
The objective was to create a more memorable and commercially effective visual identity that reinforced the premium quality of the products while helping the brand stand out within a competitive category.
THE SOLUTION
We began with brand strategy and positioning to define how Strictly Roots should sit within the growing plant-based and artisan food market.
From there, I developed:
• A refreshed logo design
• New packaging label designs
• Custom illustrations for the product range
• A refined colour palette
• A scalable visual identity system
• Supporting brand assets and iconography
The final design direction creates a strong and recognisable visual identity that balances premium positioning with a handcrafted and approachable feel.
THE OUTCOME
The result is a cohesive branding and packaging design system that positions Strictly Roots as a premium artisan vegan cheese brand with strong retail and e-commerce appeal.
The refreshed packaging improves shelf recognition, strengthens brand consistency, and creates a more distinctive visual presence within the competitive plant-based food sector.
The packaging system is designed to scale across future product launches while maintaining strong brand recognition across the range.
FREQUENTLY ASKED QUESTIONS
What does a freelance packaging designer do?
A freelance packaging designer creates branding and packaging systems for products across food, drink, wellness, and FMCG sectors, helping brands improve shelf visibility, product recognition, and customer engagement.
Do you design packaging for vegan and plant-based food brands?
Yes — I specialise in food, drink, wellness, and FMCG packaging design, including vegan food brands, plant-based products, snacks, supplements, and beverages.
Why is packaging important for vegan food brands?
Packaging plays a major role in helping vegan and plant-based brands communicate quality, product benefits, and brand values while standing out within competitive retail environments.
What makes effective vegan food packaging design?
Strong vegan food packaging design combines clear communication, premium branding, shelf impact, and a distinctive visual identity that helps products stand out while building customer trust.
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, vegan, or FMCG/CPG brand and need a UK-based freelance packaging designer, I can help create strategic branding and packaging design for real-world retail and e-commerce performance.
Dave Jones Design is an award-winning freelance packaging designer specialising in food, drink, health and wellness, and FMCG branding and packaging design.
With over 10 years of packaging design experience, I help start-ups and growing brands create commercially effective packaging design systems built for retail and e-commerce success.
Looking for a freelance packaging designer to help with your next packaging design project? Get in touch.