Packaging Designer UK
Branding and packaging design for superfood supplement brand Super U/Rheal. As seen on BBC’s Dragons’ Den.
I was approached by the guys at Super U/Rheal, as they were looking for a packaging designer to re-fresh their branding/packaging. The brand specialise in creating organic, and vegan superfood supplement powders, and blends. They wanted a new logo design, and brand identity to reflect their products, brand values/ethos, and also wanted to make the brand more appealing to their target audience/market. We worked on the brand strategy/positioning to start with, and then created a new logo, colour palette, and packaging designs. The brand was featured on BBC’s dragon’s den, and is now stocked in many UK retailers such as: Holland & Barrett, Planet Organic, and Selfridges.
Branding & Packaging Design for Superfood Supplement Brand Super U / Rheal
Super U (Rheal) is a UK-based superfood supplement brand specialising in organic and vegan powders and functional wellness blends.
The brand gained national attention after being featured on BBC’s Dragons’ Den, and is now stocked in major UK retailers including Holland & Barrett, Planet Organic, and Selfridges.
They approached me looking for a UK packaging designer to help refresh and elevate their branding and packaging system to better reflect their product quality, values, and positioning within the competitive wellness market.
I worked across brand strategy, logo design, visual identity, and packaging design to create a more refined and commercially focused brand system.
BRANDING & PACKAGING DESIGN FOR SUPPLEMENT BRANDS UK
Packaging design in the supplement and superfood space plays a critical role in communicating trust, quality, and product positioning.
For brands like this, packaging must balance:
natural positioning
scientific credibility
premium wellness appeal
strong shelf visibility in retail environments
The goal was to create a design system that felt modern, clean, and aligned with a high-quality vegan and organic product range.
This project sits within my wider guide to food and drink packaging design for startups and growing FMCG brands in the UK, covering strategy, design systems, and real-world packaging considerations:
THE CHALLENGE
The main challenge was repositioning the brand to feel more premium and commercially appealing while still maintaining its natural, organic identity.
The supplement category is highly competitive, and many brands rely on overly complex or generic packaging systems that fail to stand out at retail level.
The goal was to create a clearer, more distinctive visual identity that would improve brand recognition and shelf impact.
THE SOLUTION
We began with brand strategy and positioning to define how the brand should be perceived in the wellness market.
From there, I developed:
a refined logo design
updated colour palette
simplified and modern visual identity system
packaging design for the product range
The final direction focuses on clarity, premium positioning, and strong visual consistency across all products.
THE OUTCOME
The final result is a more cohesive and elevated branding and packaging system that better reflects Super U/Rheal’s position as a premium superfood supplement brand.
The redesign supports stronger shelf presence and aligns with the brand’s growth into major UK retail.
The brand has since gained national visibility following its appearance on BBC Dragons’ Den and continues to expand across UK retailers.
FREQUENTLY ASKED QUESTIONS
What is packaging design UK?
Packaging design UK refers to the process of creating branding and packaging systems for products sold in the UK market, often considering retail standards, consumer behaviour, and compliance.
Do you design supplement packaging?
Yes — I specialise in food, drink, and supplement packaging design for startups and established FMCG brands.
Why is packaging important for wellness brands?
Packaging helps wellness brands communicate trust, quality, and product benefits quickly in highly competitive retail environments.
What makes good supplement packaging design?
Good supplement packaging design combines clarity, strong brand positioning, and visual simplicity to improve recognition and consumer trust.
Do you work with startups and retail brands?
Yes — I work with ambitious startups and established brands supplying or looking to launch and get listed in UK retailers such as Holland & Barrett, Selfridges, Planet Organic, Waitrose and Whole Foods etc.
NEED HELP WITH PACKAGING DESIGN?
If you’re launching or refreshing a food, drink or supplement 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 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 built for retail and ecommerce success.