Freshways: A Packaging Redesign for a Leading UK Dairy
This project is a self-initiated redesign of the packaging for Freshways, one of the UK's leading wholesale dairy suppliers. The work addresses the core branding and packaging of their fresh milk products, aiming to create a stronger, more consistent, and appealing presence in a competitive market.
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Sector: FMCG (Fast-Moving Consumer Goods), Food & Beverage
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Discipline: Packaging Design, Branding, Illustration
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Role: Packaging Designer
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Outcome: A full packaging redesign concept for a core product line
The Brief & The Challenge
My analysis of the existing Freshways brand revealed a "lack of consistency in the company's visual communication". The original packaging, while functional, lacked a distinct personality and struggled to stand out against major competitors like Muller and First Milk. The challenge was to create a new, unified design system that would elevate the brand's shelf presence, clearly communicate the product variations, and build a stronger connection with the consumer
Process & Design Solution
The redesign process focused on moving away from the simple, corporate aesthetic of the old labels towards a more vibrant and emotionally resonant identity. I developed a new visual language based on the British countryside at sunrise. This scene, featuring rolling hills and grazing cows, directly communicates the product's freshness and natural origins, creating a friendlier and more premium feel.
Clear Colour Coding
A vital component of the system is the implementation of a clear and consistent color-coding scheme to distinguish the product line, such as the recognizable blue for Whole Milk, green for Semi-Skimmed, and red for Skimmed. This approach facilitates effortless navigation for customers in a dynamic and fast-paced retail setting.
Technical Preparation & The Final Outcome
The design was developed not just as a visual concept but also as a production-ready asset. I created detailed flat die-lines for the 1-litre cartons, demonstrating a clear understanding of the technical requirements for print and packaging production
The final outcome is a complete, scalable packaging design concept for the Freshways milk range. The new design successfully addresses the initial brief by creating a consistent, memorable, and appealing brand image. It establishes a strong visual foundation that can be easily extended across other products, helping Freshways to compete more effectively on the modern supermarket shelf.