What is packaging design, and how do you get into it?

You probably encounter it hundreds of times a week – at breakfast, in the shop, or while unboxing a delivery. Packaging is everywhere. But despite being so familiar, packaging design is an area of design that can sometimes fly under the radar. To get a deeper look at what the work involves, global brand design agency Elmwood share their insight and advice for anyone curious about entering the field.

What is packaging design?

Packaging design is the visual expression of a product – everything from the graphics and typography to the structure or materials used. Its job is to catch someone’s eye, clearly communicate what the product is, and make them want to pick it up.

It’s more than just what’s printed on the front. It might include the logo, the physical shape of the pack and even how it feels to hold or open. In many ways, packaging is the first impression a product makes.

Elmwood's updated brand identity and portfolio packaging design for Whiskas

What’s the industry landscape like?

There are a few routes into packaging design. You might work in an agency (like we do at Elmwood), where you collaborate with different brands across sectors, creating everything from fresh launches to major redesigns.

Alternatively, you could work in-house at one company, designing for a single brand. This often means designing across one product range and being closely involved with its evolution over time.

Packaging is needed across industries – from food and drink to beauty, healthcare and home goods. It’s not just a creative add-on; it’s a crucial part of how brands present and sell their products.

Identity, packaging and brand experience work for E45

Who are the big players in the field?

Most brand and design agencies offer packaging design, but here are a few of the best-known names in the UK (alongside us at Elmwood!)

You’ll also find smaller studios that specialise in niche areas like luxury drinks or beauty products.

What roles exist and what do they pay?

As with many creative careers, most people start with an internship, gaining hands-on experience and learning how a studio operates.

From there, common roles include:

You’ll always be part of a team, sharing ideas and building concepts together.

Starting salaries for junior roles in the UK are around £28,000 per year. With experience, salaries grow significantly, especially at senior or director level and within global agencies.

What are the daily tasks?

Every day is different, but some common tasks include:

Some days are strategic and others are hands-on. Often, it’s a bit of both.

Elmwood's updated packaging design for Alpro

What skills or traits are useful?

If you love creativity in everyday life – whether it’s spotting a cool bottle or a clever box structure – you’ll probably enjoy this field.

Helpful traits include:

Being naturally curious and good at problem-solving also goes a long way.

What’s the culture and work-life balance like?

Culture varies by agency, but generally, packaging design is a collaborative, friendly industry.

Studios often host talks, workshops, and team lunches. Most roles follow standard 9 to 5 hours, though occasional late nights can happen near big deadlines. Encouragingly, there’s a growing focus on wellbeing and balance across the sector.

Much of the work – like layout design, research or ideation – can be done remotely.

That said, if you’re just starting out, being in the studio at least part of the week is hugely valuable. It’s where you’ll learn the fastest, build relationships, and get real-time feedback. For things like physical mock-ups, you’ll also need to be hands-on.

Packaging design for Orbit Extra

What are employers looking for in junior talent?

At Elmwood, we’re always looking for energy, positivity, and a willingness to learn. It does help to have packaging work in your portfolio – even self-initiated projects. Show how your ideas can adapt: could they work on a billboard or in a social post? We love seeing process, not just polish.

Is it a sustainable, long-term career path?

Who knows how long before our robot overlords take over (we’re joking. Sort of!). But for now, packaging design is a pretty safe long-term choice – after all, products will always need packaging!

What’s more, it’s an area that’s constantly evolving, especially as more brands look for sustainable solutions. It can be incredibly rewarding to contribute to designs that reduce waste, use fewer materials or are easier to recycle – packaging that looks good and does good.

How is the role changing and where’s it heading?

The role of a packaging designer has changed a lot in recent years, especially with the rise of e-commerce. It's no longer just about standing out on a shelf – a great design now has to work across a wide range of touchpoints, from supermarket aisles to Instagram grids to unboxing videos on TikTok. It’s about creating a brand experience that travels.

Sustainability continues to be a key focus too. Designers are constantly learning about new materials, innovations and regulations – and thinking creatively about how to minimise impact while maximising impact (visually, that is).

What does progression look like?

There are plenty of ways to grow within packaging design. Many designers move up the ladder – from junior to mid-weight, then senior, and into leadership roles like design director or creative director. Others use their experience to pivot into related areas like branding, marketing, advertising or even UX and web design.

Because the core skills – storytelling, strategy, visual thinking – are so transferable, it’s a great launchpad for lots of creative career paths.

If You Could's website

How do you get into packaging design?

Whether you’re still studying, recently graduated or looking to make a pivot, there are lots of ways to break into packaging design. As with most design roles, experience and exposure are key – so it’s worth seeking out internships, portfolio reviews and community spaces that can help you learn, connect and get your foot in the door. Here are some useful platforms and access points:

Competitions are also great ways in:

Attending New Blood Festival is a great way to see student work and meet agencies if you’re considering design courses.

Useful platforms, resources and tools

From tutorials and books to blogs and design insight platforms, there are also plenty of helpful resources worth exploring:

Platforms and tutorials

Books

Industry insight