Design Brief: How to Brief a Graphic Designer Without Overcomplicating It

Posted on by Stephen Brumwell

A design brief does not need to be complicated, but some of the details matter.

You don’t need to use or understand design language, marketing jargon, or have a perfectly polished launch strategy or plan.

It’s simply a brief that helps your designer understand what you need, why you need it, who it’s for and how the finished work will be used.

In this article, we’ll unpack some of the details behind a good, simple design brief, so you can give it to your designer next time.

Goal: What are you trying to achieve?

Before diving into the colour scheme, fonts, layout, and all of the pretty stuff, you need to have in mind first…

What is the purpose of this design project? What are you trying to achieve? this should be clear in your design brief

A good example is a flyer, is its purpose for a one-off event? If so, we need to consider a design that can be communicated quickly and clearly.

A product label, its purpose is for sales, or for at least someone to pick it up. We need to help people understand what the product is, its key selling points, and whether it’s right for them.

You may even wish to share some label or design trends that align with your brand.

A useful brief should explain the business problem or purpose at hand, and not focus solely on the preferred style or design layout. While design is still a factor, it’s good to share the clear goal, so your designer can make decisions that support that outcome.

Explain: Who the design is for

Good design is not only about what the business owner likes. It needs to make sense to the people who will see, read or use it.

We don’t create good design because it’s what you, the business owner, or your wife likes. The design needs to make sense to the audience – the people who will see, read, purchase or use it.

When providing your design brief to the designer, it’s always good to explain in a short description your target audience. Who are they? What are they looking for? What do they already know and what don’t they know? What core information needs to go on the design project so they can buy or trust your brand?

For health, wellness and professional service businesses, this can be especially important. The design may need to feel calm, credible, approachable and easy to understand. It may need to avoid looking too clinical, too playful, too generic or too sales-heavy.

Overall, this can help your designer make better choices when designing elements. If you don’t really know who you are targeting, tell your designer this! It’s equally as useful and they will help you (or they should).

Clarity: Be clear about what needs to be delivered

One of the most helpful things you can include in a design brief is a clear list of deliverables.

This means what the actual end product items you need at the end of the project.

Some good examples are logo files, business cards, print-ready labels, PDF documents, web banners, social graphics, and so on.

Please always share in the most detail as well (if possible). If you know the size, format, or platform you want to use, or if it’s a social media tile? How many images?

An example when sharing could be the following:
Key Deliverables: A3 and A4 Poster (PDF format), 3 Social Media Grid Post Graphics and 1 Social Media Story Graphic.

The details count. And if you aren’t super technical and can’t provide the format, that’s okay! Provide as much as you can, even where the design product is going, or the placement, helps.

Share: Provide any assets or content you already have

If you already have brand assets, send them early. This might include your logo files, brand guidelines, colours, fonts, photography, copywriting, previous designs, packaging dielines, print specifications or website access details. These are all important to share with your designer.

You may even share designs or styles you’re looking to achieve; this can stop designers from really missing the mark from the start and consuming precious billable hours.

Missing content is actually a common component of delay in design projects, or often leads to unexpected added costs. If your flyer or brochure needs final copy, images, or other details, the designer will need this!

If you don’t have any images and would like the designer’s advice or to source them, they can do this too. Be prepared, though, this can add additional cost to the final invoice.

The Practical: Include timelines and budgets.

A brief should also cover the practical side of the project, such as deadlines, budgets and any other nitty-gritty requirements.

When does the job need to be finalised? Do you have any hard deadlines? soft deadlines? Consider product launches, website go-lives and which team will approve the designs or provide feedback?

All of these points matter because without them, the design project can slow down, or there is a lack of understanding when the design needs to be completed.

Understanding where feedback comes from is also important, and it should be constructive too. Instead of saying “I don’t like it”, explain what is not working. Is it the colour? format? type? off-brand? More details matter (again).

Remember, though, you don’t need it ALL figured out.

The takeaway point to remember is that while a brief is important, and we need as much information as possible, it’s as much as you can give.

You do not need to know every file format, print requirement or design term before starting!

A designer can help clarify the scope, recommend the right formats, suggest what is missing, and turn a rough idea into a practical plan. The brief is simply a starting point for a better conversation.

If you are preparing to work with a designer, focus on the essentials: the goal, the audience, the deliverables, the available content, the deadline and who needs to approve the work. That is usually enough to begin.

And if you are not sure what you need yet, that is fine too. Sometimes the first step is not a finished brief, but more conversation with your designer that will help shape a good outcome.

Example Design Brief Template

Here is a simple example of how a design brief might look in practice. This does not need to be perfect, but it gives your designer enough useful information to start asking the right questions

Brief sectionExample
Project titleProduct label design for a magnesium powder supplement
Project goalCreate a clear, trustworthy label that helps the product stand out on shelf and online, while making the key product information easy to understand.
Target audienceHealth-conscious adults who are interested in sleep, stress support and general wellbeing. The design should feel professional, calm and credible rather than overly clinical or too playful.
DeliverablesOne front label, one back label and one print-ready PDF file. Also supply web-ready images for the online store if possible.
Required contentProduct name, flavour, net weight, key selling points, ingredients, directions, warning statements, barcode, logo and contact details.
Existing assetsLogo files, brand colours, product copy, barcode, ingredient panel and a few examples of packaging styles we like.
Where it will be usedPrinted product pouch, Shopify product page, email marketing and social media launch posts.
TimelineFirst concept needed within two weeks. Final artwork needed by the end of the month for printing.
Approval processStephen will review the first design, then one other person will check the product information before final approval.
Budget or constraintsWe have a moderate budget and would like to avoid unnecessary extra formats unless they are needed for print or web use.

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Packaging Design: How to Make Products Easier to Notice, Understand and Trust

Posted on by Stephen Brumwell

Landing on the perfect packaging design is never easy, especially when it’s competing with the sea of other brands out there.

It needs to catch attention, explain the product, carry the brand, work in-store, work online, fit production requirements and still feel simple enough for someone to understand quickly.

For many product businesses, packaging is one of the most important brand touchpoints they have. It is often seen before the website is read properly, before the customer understands the full story and before the product has had a chance to prove itself.

In health, wellness, skincare, supplements, food, lifestyle and ecommerce products, packaging also carries an extra layer of trust. The customer is not only asking, “Do I like this?” They are often asking, “Does this feel safe, credible, good quality and right for me?”

We also have the other side, which is Australian labelling laws, another doozy to throw into the whole picture.

In this article, we’ll discuss some of these elements, so you can create the next star product that resonates well in the hand of consumers.

What To Know (AI Summary)

  • Packaging design is more than making a product look attractive. It helps customers understand what the product is, why it matters and whether it feels credible enough to choose.
  • Clear hierarchy is critical. Product name, category, flavour, variant, benefit and key details should not all compete for the same attention.
  • Visual elements such as colour, structure and layout can influence purchase intention, especially when they support the overall brand experience (Liu et al., 2025a).
  • Packaging also needs to balance emotional cues with practical information, because customers use both visual and informational signals when making purchase decisions (Liu et al., 2025b).
  • Wellness, supplement, skincare and health-adjacent products need extra care around claims, ingredient information, labelling requirements and trust (Therapeutic Goods Administration [TGA], 2024).
  • Packaging has to work beyond the mockup: in print, on shelves, in ecommerce thumbnails, product photography, social media and future product ranges.
  • Good packaging makes the product easier to notice, easier to understand and easier to choose.

Packaging Is More Than Just Looks

It’s so easy to underestimate the impact of packaging, because at surface level, it’s all visuals. Nice colour palettes, attractive typefaces and clean mockups, it looks polished, right?

Kind of. While it’s definitely part of the picture, your packaging is also a communication tool. Research into packaging design and purchase intention has consistently linked packaging with consumer decision-making, product expectations and information processing (Liu et al., 2025b). In practical terms, it helps your consumers understand

  • What the product is
  • Who it is for
  • What makes it different
  • How to choose the right option
  • How to use it
  • What the brand stands for
  • Whether it feels suitable for the price point
  • Whether it belongs in their home, routine, clinic, pantry, bathroom, gym bag or retail shelf

The design has to answer most of these things, and that’s done alongside all the fun visual aesthetic components.

This is why engaging with a designer is important, because they consider these aspects to help you deliver a stronger packaging design that reduces the friction between your brand and the consumer.

Packaging Design Needs Clarity

A lot of packaging problems are clarity problems.

What do I mean by this?

Have you ever picked up a product and thought, the product name is hard to read? What is this product for? Or the back panel is packed with information that lacks hierarchy.

It’s so easy to make a front panel look nice, but if everything else falls off, the customer does too.

You don’t want to be paying a lot of money for a finished packaging design that falls short. That confusion is expensive.

In busy retail environments, people scan quickly. Online, the challenge can be even sharper because the package may appear as a small thumbnail in a product grid, marketplace listing, email campaign or social ad. Research on visual packaging elements also suggests that design choices can influence purchase intention through the way customers experience and interpret the brand (Liu et al., 2025a).

When considering your next packaging design, let’s ensure you tick off the basics:

  • brand name – Obvious one, you would think.
  • product name – What is the product called?
  • product type or category – Is it a whey protein? skin cream?
  • key variant – Flavour, size, scent, strength, etc.
  • Key points of difference – Essentially, why would they buy it? Aim for at least 2-3.
  • any essential information the customer needs before they keep reading

Some of it sounds self-explanatory, maybe it is, but you would be surprised by the number of products I have seen on the shelf that lack this fundamental information.

Good Packaging Design Balances Emotion And Information

People do not buy purely from information. They also respond to feeling. it can be a big part of the purchasing process.

Packaging can make a product feel calm, premium, natural, technical, playful, simple, gentle, bold, clinical, handmade, luxurious, sustainable, energetic or family-friendly. These impressions come from colour, typography, material, space, imagery, shape, finish and language, and they sit alongside the informational cues customers use to judge a product (Liu et al., 2025b).

Things get difficult when we try to cram too much emotion and lack key information, or vice versa.

A good example is a functional supplement. We need enough visuals to capture attention, but deliver sufficient technical, key selling points and essential information to convert.

Products can look beautiful, but fail to explain themselves. You can also have a highly technical label, but it looks too minimal and bland. These both produce a similar result of consumers just not buying (or selling less).

It should create an immediate feeling that suits the brand, then support that feeling with information that is clear, useful and credible.

Wellness Products Need Extra Care Around Trust

Packaging design becomes more sensitive when the product is connected to health, wellbeing, skincare, supplements, practitioner support, food or personal care.

Customers in these categories are often more cautious. They may be checking ingredients, looking for allergens, comparing claims, considering suitability or trying to decide whether the brand feels professional enough to trust.

We need to be considering things like clear ingredient and product information, consistent hierarchy, a visual style that feels credible, and all the other important (legal) information.

In Australia, product owners also need to be aware of the rules that apply to their category. The Therapeutic Goods Administration provides guidance to help sponsors and manufacturers meet medicine labelling requirements under TGO 91 and TGO 92, including requirements that can affect how information is presented on pack (TGA, 2024).

This is also another reason to work with a designer who understands labelling law, to take this component of stress out of it!

Packaging Has To Work In The Real World

Packaging is not finished when the first round of mockups “looks good”.

It still has to work in print, in production, in photography, in shipping, in retail and across various e-commerce platforms. It should also be transferable across label formats (sachet, boxing, pouch bags, for example).

A beautiful front label may fail if the text becomes too small once printed. A colour may shift between screen and stock. A label may wrap awkwardly around a curved bottle. A matte finish may mark too easily. A box may look premium, but become too expensive for the product margin. A product image may look polished on a website, but lose readability in a small thumbnail.

Here are a few things to consider when applying that final polish to your design:

  • Print size and legibility (print it small and check it).
  • Colour contrast
  • Material and finish choices
  • Real-world shelf placement (does it stand out when placed against others?)
  • E-commerce thumbnail readability
  • Product photography requirements
  • How the design will scale across future products

E-commerce has changed the retail game

Many products are now discovered online before they are ever held in the hand. E-commerce websites are essentially now digital storefronts, and should be treated as such. Packaging research has also noted that online shopping changes how packaging design contributes to visual communication and purchase intention (Liu et al., 2025b).

The pack still matters physically, but it also has to work as a digital asset. It needs to appear clearly in product grids, hero images, social ads, email campaigns, marketplace thumbnails, checkout pages and post-purchase content.

For e-commerce, packaging design should be tested at small sizes. The brand name, product type, variant and main visual cue need to hold up when the image is reduced.

You are sometimes forced to think beyond the front-facing pack shot, too. Most websites will also want a good ingredient panel visual, back-of-pack information, side shots, lifestyle context, or even detail shots of material or finish.

This is where packaging design, product photography, website design and ecommerce strategy start to overlap. A strong package gives those assets a better foundation.

Packaging Design and Sustainability

Packaging choices can influence how people feel about a brand’s values. It’s very relevant in this day and age; it’s even a common design trend we’re seeing in 2026. Environmental impact and sustainability are also recognised themes in packaging design and purchase intention research (Liu et al., 2025b).

For some audiences, especially in wellness, natural products, skincare, food and lifestyle categories, packaging material can matter almost as much as the graphic design. Customers may notice whether the pack feels excessive, whether materials seem recyclable, whether the finish feels wasteful or whether the brand’s environmental language feels genuine.

Ideally, we need to be honest with our sustainability plan, and if we’re creating excessive waste and landfill, customers are going to notice.

If you decide to put sustainability as a core part of your brand story, the packaging should showcase it. If it’s not part of your story, you should also be mindful of the long-term sustainability of your product packaging choices.

When Should I Redesign My Packaging?

Not every product needs a full packaging redesign. Sometimes the issue is a small hierarchy fix, better photography, clearer variant labelling or more consistent product branding.

For most brands I see in the supplement space, a redesign is done every 5 years, although this can be highly dependent on your needs (and budget, of course).

Some things to consider when making the decision on a redesign:

  • Customers do not understand the product
  • The range looks inconsistent
  • The packaging feels dated compared to competitors
  • The product looks cheaper than its price point
  • Sales are declining for no other reason
  • The label has become cluttered after too many additions
  • The brand has evolved, but the packaging has not
  • New products are difficult to add to the current system
  • The packaging does not match the website, socials or sales material

A good redesign should keep what is working, clarify what is confusing and strengthen the brand for where it is going next.

A Simple Packaging Design Checklist

Before sending a product to print, it is worth asking a few plain-English questions:

  • Can someone understand the product in a few seconds?
  • Is the most important information visually obvious?
  • Does the packaging feel right for the audience and price?
  • Does the design match the wider brand?
  • Are claims and product details accurate and appropriate?
  • Is the type readable at the final printed size?
  • Does the product work as a small e-commerce image?
  • Can the design system handle future products?
  • Do the materials and finishes support the brand position?
  • Would the product feel credible beside competitors?

If the answer to several of those questions is no, the packaging may be creating friction before the customer gets to the product itself.

The Takeaway

Good packaging design does not need to shout to be effective. It needs to make the product easier to notice, easier to understand and easier to trust.

That means thinking beyond the front label. Strong packaging should balance visual appeal, clear information, product hierarchy, brand consistency, e-commerce readability and real-world production requirements. Those details matter because packaging is part of how customers form expectations, process information, and decide whether a product feels right for them (Liu et al., 2025b).

For wellness, supplement, skincare, food and health-adjacent brands, the stakes are even higher. Customers are often looking for reassurance as well as appeal, and Australian labelling requirements may shape what needs to appear on pack and how clearly it needs to be presented (TGA, 2024).

A good product deserves packaging that makes the decision feel easier.

If you are launching a product, refreshing a label or trying to make a growing range feel more consistent, Stephen can help with branding, packaging design, product visuals, websites, e-commerce, and design support, with a particular understanding of health and wellness brands.

FAQ

What is packaging design?

Packaging design is the visual and structural design of a product’s container, label, box, pouch, wrap or sleeve. It combines branding, information hierarchy, materials, print production and customer experience so the product is easier to notice, understand and trust.

Why is packaging design important?

Packaging design shapes first impressions. It helps people recognise the brand, understand the product, compare options and decide whether the product feels credible for its price and purpose.

What makes good packaging design?

Good packaging is clear, attractive, readable, practical and consistent with the wider brand. It works in the real world, not just as a mockup. It should also suit the audience, product category, sales channel and production budget.

Does packaging design matter for e-commerce?

Yes. E-commerce has made packaging more important as a digital asset. Product packaging needs to work in thumbnails, product grids, hero images, ads, email campaigns and social media, as well as in the customer’s hands.

What should wellness packaging include?

Wellness packaging should usually prioritise clarity, readability, ingredient or product information, careful claims, credible visual cues and a design system that works across the wider product range. Some health-related products may also need specific labelling or advertising review.

When should a business redesign its packaging?

A redesign may be useful when the product is hard to understand, the range looks inconsistent, the packaging feels dated, the e-commerce images are unclear, the brand has evolved, or the current design no longer reflects the quality of the product.

References

Liu, C., Samsudin, M. R., & Zou, Y. (2025a). The impact of visual elements of packaging design on purchase intention: Brand experience as a mediator in the tea bag product category. Behavioral Sciences, 15(2), Article 181. https://doi.org/10.3390/bs15020181

Liu, C., Samsudin, M. R., & Zou, Y. (2025b). The multidimensional impact of packaging design on purchase intention: A systematic hybrid review. Humanities and Social Sciences Communications, 12, Article 785. https://doi.org/10.1057/s41599-025-05122-1

Therapeutic Goods Administration. (2024). Labelling medicines to comply with TGO 91 and TGO 92. Australian Government Department of Health, Disability and Ageing. https://www.tga.gov.au/resources/guidance/labelling-medicines-comply-tgo-91-and-tgo-92

Brumwell, S. (n.d.). Wellness creative design services. https://stephenbrumwell.com/design-services/

Branding for Wellness Businesses: Why a Logo Is Not Enough

Posted on by Stephen Brumwell

A logo matters. It gives people something to recognise. But for wellness businesses, a logo on its own rarely gives enough direction for the rest of the business.

That is where many naturopaths, nutritionists, supplement brands and health professionals can get stuck. The logo might look fine, but the website, social posts, booking page, PDFs, emails and packaging all start to feel slightly disconnected. The business has a visual mark, but no clear system for how the brand should work in real life.

For health and wellness businesses, branding needs to build trust quickly. It should help people understand what you do, who you help, and why your approach feels credible before they enquire, book or buy.

This is especially important in a crowded wellness market. NielsenIQ has described trust as a key entry point in the wellness economy, with quality, consistency and clarity becoming increasingly important for consumers (NielsenIQ, 2026).

What To Know (Article Snapshot)

  • A logo is one part of a broader brand identity; don’t focus on it alone. Consider the bigger picture.
  • Wellness branding should communicate trust, clarity, warmth and credibility.
  • A useful brand system includes strategy, messaging, tone of voice, colours, typography, imagery, layout and guidelines.
  • Your brand needs to work across your website, booking pages, social media, PDFs, email, packaging and client resources.
  • Consistency helps people recognise your business and feel more confident dealing with it.
  • Simple branding can still feel distinctive when it is built with intention.

What Branding Actually Includes

Branding is the way your business is recognised, understood and remembered.

Your logo is part of that, along with your colours, fonts, imagery, website layout, written tone, service names, email design, product packaging, booking flow, social templates and client resources.

For example, a naturopath might want their brand to feel professional, calm, evidence-informed and approachable. A supplement brand might need to feel clean, practical, trustworthy and easy to understand. A wellness clinic might need to feel warm, organised and credible before someone books an appointment.

Impressions may be able to come from a single design asset alone, but over time, the full experience begins to fall off, and your new potential clients will see it.

Why Wellness Businesses Need a Stronger Brand System

Wellness businesses often meet people at a sensitive moment. Someone may be looking for help with stress, sleep, digestion, fatigue, training, recovery, skin, hormones, alcohol, anxiety or long-term wellbeing. They may already feel overwhelmed by advice and unsure who to trust.

A strong brand helps reduce that uncertainty by answering a few important questions quickly:

  • Who is this for?
  • What do they actually do?
  • Does this feel credible?
  • Do they understand my problem?
  • Is the approach too clinical, too vague or too salesy?
  • Can I trust this business enough to book, buy or enquire?

This is why wellness branding has to be practical. It helps people feel oriented before they take the next step.

Where Logo-Only Branding Falls Short

A logo does not tell you how your website should feel, how your social media graphics should be structured, what your PDFs should look like, or how to make your packaging feel connected to your e-commerce store.

Without a broader system, small businesses often end up with:

  • Different fonts across every document.
  • Social posts that look unrelated to the website.
  • A website that sounds different from the practitioner.
  • Packaging that does not match the online store.
  • Brand colours that shift slightly across platforms.
  • Canva templates that look neat but generic (or AI-generated)

This usually happens because the brand was created as a single visual asset rather than a practical design with overarching branding guidelines, or a system to guide future creative.

Brand Guidelines Turn a Logo Into a Usable System

This is where branding style guides become useful. A style guide takes the decisions behind a logo and turns them into a practical reference for the rest of the business.

Wellnest Solutions branding style guide showing the logo, colour palette and visual identity system

The Wellnest Solutions rebrand is a good example. The logo is only one part of the work. The clearer value comes from the surrounding system: warm colour choices, clean typefaces, layout direction and a visual style that can carry through the website, social posts, client materials and future brand assets.

For a wellness business, a simple style guide can clarify:

  • How the logo should and should not be used.
  • Which colours create the right feeling of warmth, clarity or professionalism.
  • Which typefaces keep the brand readable and consistent.
  • How imagery, icons, graphics and layouts should feel.
  • How the brand should look across different touchpoints.

This also reinforces the value of human design in an AI-heavy market. As covered in Why Graphic Design Is Still Important for Your Business in the Age of AI, AI can be useful for ideas and speed, but it does not replace the strategy, audience understanding and consistency that sit behind a strong brand identity. A style guide is one of the clearest ways to capture that human thinking and make it usable.

What a Wellness Brand Identity Should Include

A useful wellness brand identity should give you clear direction across the main parts of your business.

At a practical level, it may include:

  • Brand strategy: Who you help, what you offer, what makes you different and what your audience needs to feel.
  • Messaging: The words and phrases that explain your services, products and approach clearly.
  • Tone of voice: How your brand sounds across websites, emails, captions, PDFs and booking pages.
  • Logo system: Primary logo, secondary logo, icon, favicon and versions for different uses.
  • Colour palette: Main and supporting colours, with guidance on how to use them.
  • Typography: Fonts for headings, body copy, buttons, labels and long-form documents.
  • Image direction: Photography, product visuals, practitioner photos, textures, icons or illustration style.
  • Layout system: How pages, posts, labels, handouts and marketing assets are structured.
  • Brand guidelines: A simple reference that keeps everything consistent.

The goal is to make future decisions easier and streamline your design processes along the way.

Having a brand identity is also extremely useful when working with multiple creatives. It makes it easier for designers to instantly understand and connect with your look, feel and tone.

You should not have to reinvent the look of your business every time you create a new resource, page or campaign!

Where Your Brand Needs to Show Up

For a naturopath, nutritionist or clinic, your brand may need to work across:

  • Website pages
  • Online booking pages
  • Intake forms
  • Email newsletters
  • Treatment plans
  • PDFs and handouts
  • Social media posts
  • Blog graphics
  • Practitioner bios
  • Presentations or workshops
  • Local SEO pages

For a supplement or wellness product brand, it may also need to work across:

  • Product packaging
  • Labels
  • E-commerce product pages
  • Product photography
  • Subscription emails
  • Shipping inserts
  • Retail displays
  • Ads
  • Stockist materials
  • Ingredient explainers

The more touchpoints you have, the more valuable consistency becomes.

Consistency Builds Trust

People may not consciously analyse your branding, but they often notice when the experience feels uneven.

A polished website paired with homemade-looking PDFs creates friction. Premium packaging beside a rushed ecommerce page can make the product feel less convincing. A calm social media presence followed by a confusing booking page can make the whole experience feel less settled.

Consistency helps people feel that the business is organised, intentional and reliable. In wellness, that matters because people are often trusting you with personal health information, goals, habits or long-term wellbeing.

Simple Branding Can Still Stand Out

Wellness branding does not need to be loud. Many health and wellness brands work best when they feel clear, calm and easy to understand.

Simple branding becomes generic when it leans too heavily on the same soft greens, beige backgrounds, leaf icons, script fonts and vague promises. It becomes distinctive when the choices are specific to the business, the audience and the offer.

Useful questions include:

  • What does this audience need to feel before they trust us?
  • What should we avoid because it feels too clinical, too vague or too trendy?
  • What do competitors all look and sound like?
  • How can the brand feel warm while still feeling credible?
  • How can the design make complex health information easier to understand?

Canva’s 2026 design trend reporting points to growing interest in clean layouts and simple branding (Canva, 2025). For wellness brands, the strongest version of that is usually clean, human and credible rather than bland.

Branding Helps Your Website Work Harder

Your website is often where the brand either comes together or starts to feel inconsistent.

A good wellness website should help people understand your services, feel safe enough to keep reading, find the right information and take the next step. Branding affects:

  • The first impression on the home page
  • The clarity of your service pages
  • The tone of your about page
  • The strength of your booking call to action
  • The way testimonials or proof points are presented
  • The readability of long-form health content
  • The trust signals around qualifications, process and FAQs

A clearer brand system makes the website easier to design, write and maintain because the visual and verbal direction is already established.

Branding Helps Packaging Feel More Trustworthy

For supplement brands, functional foods, herbal products, skincare or wellness ecommerce, packaging is one of the biggest trust moments.

People want to know what the product is, who it is for, how to use it and whether the brand feels credible. Packaging design needs to balance shelf appeal, ingredient clarity, product range consistency, ecommerce readability and compliance-aware wording.

When it comes to packaging design, you also need to consider design trends. Can you use any? Should you avoid any? More about Label Design Trends of 2026 here.

The full system matters: label hierarchy, colour coding, typography, claims, iconography, photography and how the product range feels together.

Signs Your Wellness Brand Needs More Direction

So how do you know if you need a new or refreshed branding kit or identity? Here are some questions you can ask yourself:

  • Your website no longer reflects the quality of your work.
  • You feel embarrassed sending people to your website.
  • Your social posts, PDFs and emails all look different.
  • You keep tweaking colours and fonts but nothing feels quite right.
  • People do not quickly understand what you offer.
  • Your packaging feels less credible than the product inside.
  • You attract the wrong kind of enquiries.
  • Your brand feels too generic for the level of service you provide.
  • You have grown beyond your original DIY branding.

Of course, if you are still not sure, simply reach out to me. I am happy to discuss and provide a no cost discovery call and quote, no problems.

The Takeaway

A logo matters, but a wellness business needs more than a recognisable mark.

Strong branding gives your business a practical system for how it looks, sounds and feels across your website, social media, packaging, PDFs, emails and client resources. That system makes your business easier to recognise, easier to explain and easier to trust.

If your brand looks polished in one place and inconsistent everywhere else, it may be time to build a more complete identity around the way your business actually works.

Stephen can help health and wellness businesses create brand identities, websites, packaging, content and design systems that feel clear, credible and practical across every touchpoint.

FAQ

Is branding just a logo?

No. A logo is one part of a brand identity. Branding also includes strategy, messaging, tone of voice, colour, typography, imagery, layout, website design, packaging and consistency across every touchpoint.

Why does branding matter for wellness businesses?

Wellness businesses need to build trust quickly. Strong branding helps people understand what you offer, who it is for, why it is credible and whether it feels right for them.

What should a wellness brand identity include?

A wellness brand identity should include a logo system, colour palette, typography, messaging, tone of voice, image direction, layout style and practical guidelines for using the brand across websites, social media, PDFs, emails and packaging.

Can a simple wellness brand still stand out?

Yes. Simple branding can be very distinctive when it is built with intention. The key is to avoid generic wellness cliches and create a visual and verbal system that reflects the actual business.

How do I know if my brand needs updating?

If your website, social posts, PDFs, emails and packaging all feel inconsistent, or if your current brand no longer reflects the quality of your work, it may be time to update your brand identity.

Do supplement brands need different branding from clinics?

Yes. Both need trust and clarity, but supplement brands also need packaging, ecommerce, product photography and range consistency. Clinics usually need service clarity, practitioner credibility, booking flow and client education resources.

References

Canva. (2025). Canva unveils 2026 design trends: The year of imperfect by design. https://www.businesswire.com/news/home/20251210696597/en/Canva-Unveils-2026-Design-Trends-The-Year-of-Imperfect-by-Design

McKinsey & Company. (2025). The future of wellness trends survey 2025. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends

NielsenIQ. (2026). Trust is the new price of entry in the wellness economy. https://nielseniq.com/global/en/insights/analysis/2026/trust-is-the-new-price-of-entry-in-the-wellness-economy/

Sarah Sherr Photography. (2026). How to set up visual identity for health and wellness brands. https://www.sarahsherrphoto.com/los-angeles-photography-insights/how-to-set-up-visual-identity-health-wellness-brands

The Pros and Cons of Sourcing a Cheap Logo Design or Using AI for Your Startup Business

Posted on by Stephen Brumwell

Starting a business is expensive. Every dollar counts, especially in the early stages when you’re trying to get your idea off the ground.

A few years ago, startups looking to save money on branding would often turn to cheap logo design services. Today, AI logo generators have entered the mix, giving business owners another low-cost option to consider.

While both approaches can help get a business off the ground quickly, there are advantages and disadvantages that every startup should understand before making a decision.

Before choosing between an AI-generated logo, a cheap logo designer, or investing in professional branding, it’s worth understanding the pros and cons of each approach.

The Benefits of AI and Cheap Logo Design

Cost-Effective

The biggest advantage of doing this is always going to be cost. Using an AI logo generator, such as ChatGPT, is going to push out a fairly okay-looking logo for the cost of a subscription fee.

This is great if you’re testing new business ideas or launching a little side hustle. It is an affordable way to get started, but do remember that if your business is intended to grow long-term, the rebranding costs later will often cost far more than getting it right from the beginning.

Fast Turnaround

AI tools can generate logo concepts in seconds, while freelance marketplaces can often deliver a completed logo within 24 to 48 hours. These freelance marketplaces? Also can be sketchy, and generate a cheap logo design (and depending on the price you pay, will probably use AI).

As I mentioned before, for fast startups or small hobby businesses, this can be an advantage, but it will always come at a cost somewhere down the track.

Fast doesn’t always mean it’s strategic. Logos should always support your overall brand, not just simply be an icon for your website or fill a space on business card.

Plenty of Design Options

AI platforms can generate hundreds of design variations almost instantly. This is so useful for getting those ideas flowing.

This can also give business owners an extremely wide range of concepts to help create vision and initial direction for their new brand.

It kind of stops here, though. More doesn’t usually mean better branding.

Once you have the concept or concepts you like, engage with a Graphic Designer and get the real process started.

Useful for Early Validation

This point kind of follows on from the above point, but if you’re still validating a business idea, investing heavily in branding may not make sense.

Imagine investing in a huge design and branding package, even when you’re not really sure about the idea?

Of course, this happens a lot in business. When it comes to investing, there is always substantial risk. Luckily, we have these AI tools to lower the risk, and validate our chances of success.

Once your business gains traction, investing in stronger branding can help improve trust and recognition.

The Downsides of AI and Cheap Logo Design

Generic Branding

One of the biggest challenges with AI-generated and low-cost logos is that they often rely on common design trends, stock elements, or templates.

They can also look extremely cluttered and just have an overwhelming number of elements, which then looks like everyone else’s AI-generated logo.

AI does not create a memorable brand, and customers see right through it, too.

Your logo needs to reflect your unique business

Limited Strategic Thinking

A logo is only one part of a brand. When it comes to professional designers, we think more in terms of:

  • Your target audience
  • Industry positioning
  • Brand personality and style
  • Future scale and growth
  • Logo applications on packaging, products, and websites.

Most AI tools and cheap design services focus on producing a visual asset rather than developing a complete brand strategy.

Your AI logo may look good initially (with some push and shove), but then how does it apply to packaging? signage? labels? Do you have the ability to edit your logo? branding guidelines?

You need to consider all elements, not just your logo visual alone.

Copyright and Ownership Concerns

This is an area many startups overlook, and I get it. It really isn’t top of mind when you’re starting your new, soon-to-be bustling business!

Depending on the platform, some AI-generated logos may use design elements that are similar to existing designs. Likewise, some low-cost designers may rely heavily on stock graphics or pre-made assets.

When it comes to graphic designers, we have safeguards in place. We generally purchase licenses to stock images and have pre-made assets or graphics on hand.

Always review licensing terms and ensure you have appropriate commercial usage rights.

Difficult to Scale

Do you know what a Vector file is? Because as your business grows, you may need to get familiar with it, and AI can’t always help.

What works as a startup website logo may not work down the track:

  • Product packaging
  • Product Labels
  • Vehicle signage
  • Trade show displays
  • Social media campaigns
  • Print marketing materials

This is because of two reasons. One, AI will not generally supply you with a working file you can edit, share, and make changes to later.

Two, it’s less likely to give you a file that you can scale (often known as a Vector file). This means that the larger it needs to be applied (such as a billboard or car), the more quality it loses. The end result is a logo that is pixelated, blurry, and just shouts low quality.

Think about where you want your business to be in three to five years, not just where it is today.

When AI or Cheap Logo Design Make Sense

In my opinion, AI-generated or low-cost logos can be a practical option when:

  • You’re testing a business idea, just to see what it could look like, variations, etc.
  • You’re launching a side hustle, similar to the above.
  • Budget is extremely limited, but you have intentions to engage with a designer later.
  • Branding isn’t yet a priority (although it should be from the start).
  • You need something temporary while validating the market

There’s nothing wrong with using these tools as a starting point. The key is recognising their limitations.

When Professional Branding Becomes Worth the Investment

Once your business begins attracting customers, investing in professional branding can provide significant long-term value.

While I could list a mountain of benefits, investing in professional branding and strategy can help create:

  1. Stronger brand recognition and just an overall aesthetically pleasing look
  2. Greater customer trust, especially when AI is so common and flooding the market
  3. Consistency across all marketing channels
  4. Better differentiation from competitors, leaning into your key selling points
  5. Assets that work across digital and print applications (you’ll make printers happy)

More importantly, it gives your business a visual identity that is built specifically around your goals, audience, and market position.

It just allows you to scale easier, too. When you have a branding guide that can direct future vision, it gets a little easier.

Why I Still Believe Human Designers Matter in the Age of AI

AI is an incredible tool. Don’t get me wrong. I use AI in various parts of my workflow to speed up brainstorming, concept development, and it’s even great in crunching numbers.

It stops there, though. Because developing good branding is ultimately about communication, strategy, and connecting with people.

A logo may seem like just an image, but it’s not. It’s often the first impression people have of your business.

AI can generate designs (and ideas) quickly, but it can never truly understand your story, your customers, or your vision in the same way a designer working closely with you can.

In this age, the best branding comes from combining technology with human creativity and experience.

While AI can generate designs quickly, it can’t truly understand your story, your customers, or the vision behind your business in the same way a designer working closely with you can.

The best branding often comes from combining technology with human creativity and experience.

Final thoughts

AI logo generators and cheap design services have made branding more accessible than ever before. For some startups, they can be a useful way to get started quickly and affordably.

However, if you’re building a business for the long term, it’s worth considering whether a generic solution today could hold your brand back tomorrow.

Logos are not just images on a page or website; they’re a visual identity that shapes how people perceive and engage with your business.

It’s a flooded market too, and AI is everywhere. It’s damaging to consumers’ trust, so you need to be the business that takes the smart, strategic approach.

If you’re still not sure where to start, please reach out. There is absolutely no obligation, and my quotes are free.

All the best,
Stephen.

9 Product Label Design Trends We’re Seeing in 2026

Posted on by Stephen Brumwell

Product label design trends continue to evolve as consumer expectations, technology, and packaging innovation shape the way brands present themselves on the shelf.

As we move through 2026, we start to see product label design evolve as it adapts to the rapidly changing consumer expectations, sustainability, digital engagement, and also demand for authenticity.

Although following the trend should not always be top of priority, it’s always good to understand the premium finishes and designs brands are using, so you can get the upper hand to elevate yourself on the shelf.

Let’s unpack some of the trends we’re seeing influencing packaging and branding in 2026.

1. Bold & Vibrant Colour Palettes

Colour remains one of the most powerful tools in label design.

Bold colours, strong contrasts, and vibrant palettes continue to help products stand out in increasingly crowded retail environments. Whether it’s a food product, beverage, cosmetic, or health supplement, strategic colour choices can make a significant difference to shelf appeal.

While trends come and go, creating visual impact through colour, I don’t think it’s going anywhere soon.

Things to Consider

  • High-contrast colour combinations that stand out on the shelf
  • Colour psychology and how it influences purchasing decisions
  • Maintaining brand consistency across your product range
  • Using colour to distinguish different product varieties or SKUs
  • Know that certain vibrant “screen” colours produce differently when printed

2. Creative Typography

Typography has always played a major role in effective label design, including placement, architecture and even selection. I love playing around with typography.

Many brands are moving beyond standard fonts and embracing custom lettering, bold typefaces, and unique font combinations to create stronger brand recognition.

Good typography isn’t just about looking attractive. It also helps communicate key information quickly and improves readability for consumers.

Things to Consider

  • Readability is key. Don’t go super fancy if you can’t read it at a glance
  • Creating a clear hierarchy of information, which benefits the above point
  • Using custom or distinctive fonts to strengthen branding
  • Ensuring compliance information is the correct size and weight (such as allergens – See Safefood QLD for more information here)
  • Consistency across all packaging and marketing materials

3. Sustainable Labels

Sustainability continues to be one of the biggest influences on packaging design. I wrote about this in 2023 and it’s STILL relevant (if not more).

Consumers are increasingly paying attention to how products are produced, packaged, and disposed of. As a result, many brands are exploring recycled label materials, eco-friendly printing options, and packaging solutions designed to reduce environmental impact. This is especially critical now with the awareness of plastics in the environment – it’s doubled in the last decade!

When the movement of sustainability first came in, it was cool and trendy; now it’s essential, and consumers are expecting businesses to pivot on this.

Things to Consider

  • Recycled or renewable label materials
  • Compostable or biodegradable packaging options
  • Avoid or significantly reduce the use of plastic
  • Reducing excess packaging
  • Eco-friendly printing processes and inks
  • Communicating sustainability initiatives honestly and transparently

4. Hand-Drawn and Human Centered

As AI-generated content becomes more common, we’re seeing a wave of product labels and graphic design being produced by AI.

I write more about this in my article on Why Graphic Design Is Still Important for Your Business in the Age of AI.

While to some degree, AI is a great tool, when it comes to using it for product labels and even creating print-ready files, it’s not so good. We’re even seeing a wave of printers actually rejecting artwork created in AI (don’t be this business!) – I found a little article about this issue here.

Because of this issue, we’re actually seeing many brands lean into more human and authentic design styles, slowly though. It seems people are tightly grasped by the vices of the AI engine.

Please know, though, that hand-drawn illustrations, custom icons, handwritten typography, and unique artwork can help products feel more personal and genuine. For artisan brands, boutique products, and locally made goods, these design elements can help create a stronger connection with consumers.

Things to Consider

  • Use free-sourced stock graphics from sites like Pexels, rather than getting AI to generate them.
  • Hand-drawn icons or decorative elements
  • Handwritten typography for a more personal feel
  • Highlighting local production or artisan craftsmanship
  • Creating a visual identity that feels authentic and unique

5. Minimalist Design

Minimalism continues to influence product label design in 2026. This is another I wrote about in 2023, and it’s still relevant.

I think in a world of noise, having clean layouts and thoughtful use of white space just makes brands stand out. Combined with vibrant visuals and other premium elements, you can really elevate a brand while making important information easier to find.

A minimalist label can often be flagged as boring or lazy, but it definitely is neither of these. It means focusing attention on the elements that matter most so your brand can deliver it’s core message.

Things to Consider

  • Removing unnecessary design elements, less is more.
  • Prioritising the most important product information
  • Using white space effectively, do not cram!
  • Keeping branding clear and recognisable
  • Balancing simplicity with enough personality to stand out

6. Premium Finishes and Metallic Accents

Premium finishes remain a popular way to elevate packaging and create a higher perceived value. It’s relatively cheap to do as well!

Foil stamping, metallic inks, embossing, debossing, textured stocks, and spot UV coatings can all add a premium touch when used effectively.

Even subtle finishing techniques can help a product feel more refined and memorable. It also goes hand in hand with minimalist design.

Things to Consider

  • Gold, silver, copper or holographic foils
  • Spot UV coatings for added contrast
  • Embossing or debossing for texture
  • Premium label stocks and finishes
  • Talk to your printer on the options, they are usually best to provide the best advice on how all of the above and accomodate your label.

7. Modern Nostalgic & Cultural Design

Nostalgic-inspired packaging continues to perform well across a range of industries. it’s definitely making a strong comeback in a retro-style nostalgic feel.

Check out this post from Ultra Labels where they discuss this, they’re often my go to for looking at trends too as they are one of the best printing firms in Brisbane for labels.

Many brands are combining vintage-inspired colours, typography, and illustrations with modern layouts and production techniques to create labels that feel both familiar and contemporary.

It’s a trend that taps into nostalgia while still feeling relevant to today’s consumers.

Things to Consider

  • Vintage-inspired typography and colours
  • Consider cultural style looks if your target audience fits
  • Classic illustration styles with a modern twist
  • Referencing heritage without appearing dated

8. Authentic Brand Storytelling

Consumers increasingly want to know the story behind the products they purchase. This is a big trend, and if anything, isn’t even a trend, but something critical to a good brand.

Without story telling, people feel less connected to your product. Your label is becoming an important platform to communicate this story, including your product origin, sustainability initiatives and brand values.

Whether through photography, illustrations, or written content, authentic storytelling can help build trust and create stronger customer connections.

Things to Consider

  • Sharing your brand’s story and values
  • Highlighting product origins and ingredients (if relevant)
  • Ensure your story reflects across another consumer touchpoints (website, socials, etc)
  • Featuring local manufacturing or sourcing information

9. Connected Packaging and QR Codes

QR codes have become a mainstream feature on product packaging. I still remember when QR codes came into the market then fell off a cliff, now they’re stronger than ever! (thanks COVID).

They provide an easy way to connect customers with additional information, instructional videos, recipes, promotions, loyalty programs, social media channels, and product education.

As consumer expectations continue to evolve, connected packaging is likely to become even more common across many industries.

Things to Consider

  • Linking to product information or brand websites
  • Providing access to instructional videos
  • Directing customers to loyalty programs
  • Sharing recipes, tutorials or educational content

FAQ: Product Label Design Trends in 2026

What are the biggest product label design trends in 2026?

Some of the biggest product label design trends in 2026 include sustainable packaging, bold typography, premium finishes, authentic brand storytelling, connected packaging through QR codes, and personalised label designs. These trends reflect changing consumer expectations and advancements in printing technology.

How often should businesses update their product label design?

There is no set timeframe, but businesses should review their product label design every few years to ensure it remains relevant, compliant, and competitive. I think it can also depend on your brand’s growth cadence or the number of SKUs you’re launching annually.

Are minimalist labels still popular in 2026?

Yes. Minimalist design remains one of the most influential product label design trends because it creates a clean, premium appearance and helps consumers quickly identify important product information. It’s probably my favourite trend and how I approach all labels to begin with!

How can product label design help increase sales?

Effective product label design can improve shelf appeal, strengthen brand recognition, build consumer trust, and communicate product benefits more clearly. A well-designed label often plays a significant role in influencing purchasing decisions. This is not just in the physical space, either; your label presented on an e-commerce website is just as valid.

Should I follow every product label design trend?

Not at all, you will have a pretty subpar label that does not align with your brand. Start by knowing your brand style, audience, and product category, then look at trends to gather inspiration. This is also why you engage with designers and creative strategists like me!

Are QR codes still worth including on product labels?

I would have said no 5-10 years ago, but now, they are almost pivotal and so valuable. They allow businesses to provide additional information, videos, recipes, loyalty programs, product education, and other digital experiences without overcrowding the label.

Final Thoughts

Not every trend will be right for every product. The most effective product labels aren’t necessarily the trendiest. They’re the ones that communicate clearly, reflect the brand accurately, and connect with the people they’re designed for.

Trends can provide inspiration, but strategy should always come first. Some trends such as storytelling or effective visuals and typography, are kind of foundational, and everything else is the cream on top.

Whether you’re considering a complete rebrand or simply updating an existing label, this is something I help businesses with. As a Clinical Nutritionist, Naturopath and Creative Strategist, I use my skills in holistic medicine and design fundamentals to create labels that help your brand thrive.

Interested? Please reach out, and I can provide you with a free quote or at least start some discussions.

All the best,
Stephen