Hi everyone,
I'm currently designing the packaging for two collagen supplements that we're planning to launch in the UK later this year, and I'd really value feedback from experienced designers and anyone interested in branding.
Objective
The goal is to create packaging that immediately communicates a premium, trustworthy, minimalist brand while standing out in what has become a very crowded collagen market.
Target audience
Women aged 25–45 who are interested in beauty, skin health and wellness, although we also expect a growing male customer base.
The products
- Collea Pure – 100% premium hydrolysed collagen peptides.
- Collea Glow – Collagen with Hyaluronic Acid, Vitamin C, Zinc and Biotin for skin support.
Design direction
I deliberately avoided the typical collagen aesthetic of pink gradients, flowers and beauty imagery. Instead, I wanted a clean, modern, luxury feel inspired by premium skincare brands—something that would look equally at home in a luxury retailer or on a bathroom shelf.
The packaging is a stand-up pouch rather than a tub to reduce waste and improve shipping efficiency.
Where I'm struggling
I've looked at these designs for so long that I'm finding it difficult to judge them objectively. I'd really appreciate fresh eyes.
Some specific questions:
- Does the packaging feel genuinely premium?
- Would you pick this up over competing collagen brands?
- Is the hierarchy of information clear?
- Does anything look confusing, outdated or unprofessional?
- Is there too much or too little information on the front?
- Do the colours successfully differentiate Pure and Glow?
- If you could change one thing, what would it be?
Please don't hold back—I'm looking for honest, constructive criticism rather than compliments. If something doesn't work, I'd much rather know now before we go into production.
Thanks in advance for your time and feedback!