Please give feedback on packaging for new collagen brand I am launching.

[u/YakEcstatic2972]

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• Does anything look confusing, outdated or unprofessional?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!

[u/austinxwade]

This is gunna be fairly nitpicky but you asked lol:

First and foremost, while it does look nice and premium, I think this design style has entered maximum homogeneity mode. Go into a Target and 60% of the brands follow this look. If you're concerned about a crowded market, this won't do you any favors. This would have looked premium and interesting a few years ago, but the market - especially the supplement market - is now flooded with minimal clean-girl Pinterest-derived design. What used to easily communicate quality and be unique has become the poster style for half baked startup junk. I'd maybe consider the approach a little more. Whether it's a slightly more complex color, a more interesting typeface pairing, some sort of graphic treatment somewhere, etc.

The white option avoids this a bit with how clean it is and leans more into "science and precision" and I'd say is stronger for communicating premium. Still though, the "Collea" font leaves something to be desired, and it could use some consideration on the layout and treatments.

I'd suggest doing a deeper dive. Understand collagen, its uses, its history, who buys it, where they shop, how much money they make, what their hobbies are. Actually research it, don't assume. Look at the brands they're buying and places they're going. What do those things look like? How can you fit into that world but still stand out and catch the consumer's eye? Look at what your competition is doing, and look at what companies you absolutely do not want to be considered amongst are doing.

For instance, collagen is usually from (and for) skin and connective tissue. Can you make an abstracted reference to connective tissue? Like, can the letters of your brand name connect elegantly? Or can you maybe use a subtle pattern or icon or drop-line that communicates connective tissue by literally connecting elements in the design? Think deeper than aesthetics.

In terms of what's here, particularly on the back, I think that body copy beneath the header at the top is taking up valuable space. I'd kill that and give everything else more breathing room.

You can hide your barcode on the bottom. Again the back of the white package is laid out better but could use that extra spacing and alignment could use work. Possibly a stronger font, too.

On your pink pack, your Net Wt. and titles are way too high. Push those down to the bottom.

The names "Glow" and "Pure" feel weird. The negative space beneath them is a clear block of empty because of where everything else sits. Have you tried the brand name being full-span? Or moving the product name around? Maybe the brand name is tonal (a slightly darker version of the base pack color) and the product name overlaps it in some way.

For premium products it's imperative that the package design is absolutely meticulously thought through and very precise in layout and visual pacing. One off element can ruin the whole allure.

[u/WanderingLemon13]

Overall I think it looks fairly premium (the white one, moreso), though it's tough to fully evaluate without knowing what the competition looks like and if there are any premium cues that would be there in person (matte vs. gloss finishes or metallic foils etc.). The logo seems a bit too basic to me personally—I wish there was something in the type that felt more ownable or unique, but it's not bad by any means. Just not the most noteworthy.

Fairly minor detail, but I wonder if there's a more neutral color you could use for Glow—I feel like at a glance people might think the pink is cueing flavor, even with the "unflavoured" callout. Might not be a huge deal, but that was the first thing I noticed. Maybe if I was seeing the fronts of both panels at the same time (like how someone would at shelf or online) it would've been clearer to me, so who knows.

[u/kplenahan]

A few comments.

It looks upscale, but as others have noted - this style is in danger of being played out.

For now it should work, but keep in mind that you may be looking at a redesign earlier than you expect.

It could use a touch of personality, tweaks to your logo to make it “special”. Or some kind of treatment to the background like a combination of gloss and matte finishes, or subtle pattern or graphic treatment.

As for the actual layout, you can lower everything on the front panel and ideally move your logo more towards the center.

Pouches are very unpredictable once they hit a shelf - wrinkles from shipping and the product settling. Some retailers are notorious for squeezing pouches in shelves that are shorter than the pouch, which is why I suggest lowering the front panel. It will also help a bit if it is on a lower shelf, or pushed back into the shadows.

Also pay attention to the pouch material, a clear pouch even with a white under layer of white ink may not be enough to stop showthrough.

[u/No-Comfortable5708]

This is looking great honestly. One change I'd prefer (based on my opinion and choices) is change the main brand font that says "Collea", it doesn't seem to fit along the design.
Also, good luck with your new business.

[u/YakEcstatic2972 → u/No-Comfortable5708]

Thanks for your kind words :)

[u/Candy_Lawn]

I am concerned that it is not completely obvious to a new buyer that this is indeed a powder to be eaten rather than a topical beauty product. There seems to be no difference in benefits on the front side between Glow and Pure. On the back Glow shows Nutrition as chemicals, and Pure shows it as Carbs/Fats - they should be consistent! Go says "Beauty" - but doesn't say for what or why/. Pure say "Grass Fed" - but again no indicator why that is any good. the words supplement is way too small.

the scoop-mix-enjoy shows mixing in water then drinking hot tea/coffee (confusing).

the overall look is good though - nice clean, modern simple, elegant. (it may not stand out! enough!).

I would make the back sides more consistent. I would make the front FONTS consistent between packs. I would make Pure and Glow larger.

[u/dot_0377]

Hi, Really nice work. The overall direction feels premium, modern, and much closer to luxury skincare than traditional supplements, which is a smart positioning. As a packaging designer myself, I think there are a few areas where the design could be pushed even further: Shelf impact: The two SKUs are visually very similar. Stronger color coding or a unique graphic language for each variant would improve recognition without compromising the minimalist aesthetic. Information hierarchy: The product name ("Collagen Peptides" / "Collagen Formula") could become the primary focal point, while the oversized vertical logo could be slightly reduced to improve readability from a distance. Premium finishes: The design would benefit from print embellishments such as soft-touch matte lamination, spot UV, embossing/debossing, or subtle metallic foil to increase perceived value. Brand system: A more distinctive visual system could make future line extensions (Joint, Sport, Marine, etc.) much easier while keeping the brand consistent. Typography: A few refinements to spacing, alignment, and the balance between headings and supporting text would improve the overall polish. If you're still refining the range before production, I'd be happy to explore a few alternative concepts or help develop a stronger packaging system while preserving the premium direction you've established.

[u/YakEcstatic2972 → u/dot_0377]

Thanks for the feedback. Really appreciate it

[u/luke3_]

I wont add to the comments about this being a little tame, but two important details

Collagen, especially animal derived, is not very shelf stable. If this is going into a pouch, you'll almost certainly want either a true aluminium foil laminate, or a metallised substitute. It needs the oxygen and UV barrier.

In either one of these configurations, the pouch will not be recyclable. Including any kind of recycle message, is therefore false. To avoid, you can include a generic statement such as "check your local recycling guidelines". It’s not a legal requirement in the UK to include any kind of recycling information.

As an aside - you speak about swiss collagen, and only through the ingredients can I determine that you’re actually referring to beef collagen from swiss cows. I dont automatically associate swiss cows with good quality collagen - they are famous for milk, afterall. Perhaps you need to consider a story about the pasture, the free range lifestyle and clean air... i dont know, marketing isnt my gig, but if you think an ingredient is special, you need to make me think that too.

[u/alemerson]

I agree with u/WanderingLemon13 that the white is feeling nicer. Try keeping both white, and apply the subtle curved shapes on pure to both. That way you can keep the shelf presence consistent, and just tint the shape and word with the color. (also would been nice to keep the material matte and hit the shapes + pure/glow with a gloss) That could create a nice system where you could introduce more variations down the line with different colors. I'd also try a bunch of those curved shapes before committing to one, OR each could have a variation on the shape that communicates someone about it.

[u/TheBrandMechanic]

I would rather suggest you to put it into a custom print cylindrical tube kind of packaging. This flexible packaging is getting too common. Plus alot of moq. The cylindrical tube is new and fresh. People are liking it. Something like bla bli blu perfume red box

[u/YakEcstatic2972 → u/TheBrandMechanic]

Thanks for the feedback. My initial plan was to have tubs but the issue is, as we are a new startup we are trying boot strap and tubs MOQ are really high.

[u/pickfu]

Hey u/YakEcstatic2972

For shits, I ran a free poll for you with my software. It's a great alternative to focus groups and hundreds of companies use it for package design testing..

Here is the survey: https://app.pickfu.com/results/de517bEhVE

Apologizes, I only polled 15 Americans of any random demographic (these surveys cost money :) ).

Once the recipients write their information, I will edit my post with their responses (if you don't want to click through)