• Packaging Design Strategic FMCG and Brand Differentiation

What is Packaging Design?

Packaging design becomes strategically very important when organisations need stronger differentiation, clearer market positioning, greater shelf impact or increasing commercial growth within competitive categories.

Packaging is brand design at the sharp end, a visual execution of business strategy deployed in the art of promising and being believed. It’s a tangible realisation of a brand that projects the key distilled brand messages in a very constrained context. This is a skill that requires strong strategic interpretation and significant execution discipline—all of which is underpinned by commercial pressure to drive growth.

Done well, strong brand packaging design represents the virtues and appeal of a product, according to the well-researched tastes and aspirations of the consumer, so it is crucial to supporting the establishment of a product and the brand’s value proposition.

Creating a visually arresting pack design that imparts a memorable product story in a single and effective statement requires not only highly developed skills but strategic clarity with well developed judgement if it is to be achieved successfully—because grabbing the brief attention, in two to three seconds, of the time deprived consumer in an overwhelming market of competing choices and visual noise is difficult. 

  • Brand Performance Reflects Leadership

Packaging Design Is Typically a Commercial Signal—Not Simply a Design Exercise

In highly competitive sectors, packaging design often becomes one of the most immediate signals through which customers interpret:

  • Value
  • Quality
  • Distinction
  • Credibility
  • Positioning
  • Relevance

In many categories, organisations are not competing only on product capability—they are competing on clarity of interpretation.

Where packaging design lacks strategic distinction, strong products can become commercially interchangeable. In blunt commercial terms this means customers make price based decisions that are typically based on the cheapest option when there are no other compelling reason to buy.

Why Packaging Design Becomes Critical in Saturated Categories

Packaging design brand performance pressure increases when:

  • Products within a category appear increasingly similar
  • Differentiation weakens across competitors
  • Retail visibility becomes more difficult on cluttered shelves—particularly if the product packaging only has one facing
  • Organisations compete increasingly on price—this is particularly evident in the fast moving consumer goods context
  • Growth has outpaced clarity of brand strategy and market positioning
  • Category conventions have become repetitive
  • Customer attention is more fragmented
  • Margins are increasingly eroded

Packaging Design Works Best When Strategic Positioning is Clear

The strongest packaging design systems emerge when organisations are clear about:

  • What differentiates them
  • How they should be understood
  • Where they want to compete
  • What signals need to be consistently reinforced across the market

Without this clarity, packaging design changes become cosmetic rather than strategic or commercially meaningful.

Examples of these strategic, commercial and positioning pressures are evidenced in FMCG, heritage, technical B2B and highly competitive consumer categories in organisations we’ve worked with.

→ View Executive Case Notes

  • Strategic Repositioning and Leadership Alignment Work Case Notes Lorraine Carter

Packaging Design Essentials

If first impressions are strategically and commercially critical then the challenge for strong packaging design is to engage with the consumer through communicating the product’s emotional and functional benefits together with it’s core value proposition and create impulse, all in the blink of an eye.

At it’s most fundamental, your package design has to provide information, protect contents, help people use the product it contains, overcome objections and close the sale in seconds. 

The aim through strong brand pack design is to:

  • Demand attention by cutting through the visual barrage of the retail environment with clarity
  • Create impulse
  • Communication the brand’s proposition succinctly 
  • Project and amplify key brand messages
  • Engage emotionally with the consumer through a compelling brand story or message with distinction
  • Support or establish loyal relationships with the consumer
  • Be different and memorable with something worth talking about
  • Provide product information
  • Support and exceed legal mandatories
  • Protect contents
  • Help consumers consume or use the product appropriately
  • Achieve profitable sales with repeat purchase (assuming the product authentically delivers on expectations raised). 
  • Support environmental and social responsibility

Done correctly, your brand packaging design acts as vital, round-the-clock sales force, continually imparting both tangible and intangible benefits that help maintain strategic positioning with profitable sales.

Most products are meaningless (or at least undifferentiated) without strong packaging design. If you take a look at any retail shelf selection of tea and think about how you choose one from another without the compelling packaging design then you default to price.

Effective brand design assists choice so, once functional considerations are completed, the most important pack design consideration is how best to connect with your consumer, create and tell a story that stands out from the crowd. 

Related Strategic Positioning Case Notes

Examples of commercial differentiation and positioning pressures can be seen across a select number of FMCG, heritage, technical B2B and highly competitive categories we’ve worked with including:

→ FMCG Food company 

→ Heritage Consumer Brands

→ Highly Engineered Technical Manufacturer 

 

→ View Executive Case Notes

Packaging Design Influences More Than Consumer Perceptions

In FMCG and retail environments, packaging also influences:

  • Buyer confidence
  • Category visibility
  • Retail interpretation
  • Perceived value
  • Portfolio coherence
  • Commercial credibility

Strong packaging systems do not simply attract attention—they help organisations communicate strategic clarity within crowded environments.

→ View Executive Case Notes

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Brand Identity

Packaging Design That Stands Out From The Crowd 

Brand packaging design is a volatile business in most highly competitive retail environments, particularly supermarkets and the fast moving consumer goods category. The once gentle evolution of a product’s image has accelerated at a frenetic pace. There are more products available now then ever before, so consumers have more choice and yet, simultaneously, are more discerning.

The majority of products on the supermarket shelf are locked between the loyalty of the consumer and the demands of the retailer. They are fighting for visibility, shelf space and market share. Effective brand packaging has to work harder than ever to deliver strategically if the product is to achieve commercial distinction. It has to be more than just noticed to survive and thrive. 

The average supermarket has around 40,000 different packs to choose from across food and non-food items. With over 70% of purchase decisions made at point of purchase the challenge is to stand out from the crowd. There are thousands of products competing for the shoppers’ attention in store.

According to various research findings, a pack on a supermarket shelf has less than three seconds to grab the customer’s attention. This doesn’t mean that packaging necessarily needs to be loud or simple—but it must be clear with a compelling message grabbing the attention of the audience for which it is intended.

A product’s viability is no longer assessed over a period of years. It now has only a matter of months, sometimes weeks, in which to prove itself. Therefore, as a strategic communications medium, effective brand packaging is the stage upon which the product must perform. A bad performance will not invite an encore.

 

  • Brand Consultant and Brand Leadership

Connecting With Your Target Market Through Packaging Design

Branding’s power is its ability to influence behaviour. This is often done through understanding its target audience and the psychology influencers that translate into messages and stories at an emotional level—all underpinned by a robust strategic proposition from which it takes its direction.

These are fundamental brand strategy principles that apply both to packaging design and other forms of strategic communications:

  • When you speak to what people feel, you differentiate
  • When you fix emotional friction, you convert
  • When you consistently create trust, you grow

People buy remarkable stories that solve their problems but they must deliver and be authentic. A brand’s packaging has to communicate the brand promise on multiply sensory levels including look, touch, smell, sound and sometimes taste.

It also has to reassure the consumer the right choice has been made. When you consider the sometimes minimal amount of space in some packaging such as the Maguire & Paterson Match box range which we over hauled, this can be a challenging task.

Consciously or unconsciously, consumers often expect preferred products to have an emotional dimension. Therefore thought also needs to be given to aspects such as, for example, the product’s genuine integrity, humour or social responsibility and how these characteristics can be used to enhance and communicate the brands attributes in a meaningful way. 

There are numerous ways that packaging design can be used to enhance brand expression be it on shelf, at the check out, in use or in the home. Packaging designed with creativity and strategically informed precision can help a brand to connect emotionally with it’s target market and establish deep, loyal and often irrational relationships. In order for a pack design to engage with a consumer and stand out in its category it needs strategic depth for the target consumer to buy into consistently.

Another example of an FMCG product in an extremely competitive category is McConnells Gourmet Smoked Foods. Its connection with its customers was through its heritage positioning—creating standout which amplified the wonderful food emporium legacy of the brand. This story was supported with period images and references to the natural smoking process of their foods and the history of that expertise garnered over the decades since 1928. It was also combined with strong oak wood imagery to support the brand’s artisan smoking expertise and create a bold on shelf differentiator with stronger visual distinction that was contrary to the typical seafood related cues of the category. 

Positive customer experiences associated with a defined brand are key to winning loyal support. Consistent brands make an emotional connection and offer a sense of purpose and belonging to everyone associated with them, from employees and affiliates to investors, consumers and clients alike. Brand packaging design is that tangible evidence, a piece of the purchasable brand.

 

  • Brand Strategy and Market Positioning

Visual Brand Pack Design Equities 

Another key factor in aiding packaging design standout is having recognisable icons, things that stand out even without seeing the pack detail or brand identity clearly. Often these additional elements can become a part of the protected brand asset and an integral part of the brands communications armoury e.g.

Shape: Coca-Cola Contour Bottle

Colour: Tiffany blue/green, Guinness black & cream

Illustration/Symbol: Nike Swoosh, McDonalds M, part eaten apple of Apple Computers

Product Name/Descriptor: Finger Lick’n Good – KFC

Effective packaging combines tactile and visual cues to transmit the value proposition, and brand values along with the brand story. Shape, material and mechanics become one with graphics to compete for attention, communicate its message, identify the product and sell it’s qualities.

Visual characteristics such as colours and typography, the signature language, narrative and tone the product or service uses to write or speak about itself and the media through which it appears combine to form a brand’s personality. All points of contact offer an opportunity to communicate the brand in both its intangible emotional appeal and visual imagery.  

 

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Want to talk about your packaging design, rebranding strategy, market positioning, brand leadership or leadership alignment?

  1. Schedule an appointment — meetings are hybrid, in-person and/or online, depending on your preferences and location
  2. Let’s start with a diagnostic conversation
  3. Consider what you may need and what a customised plan could look like for you
  4. And perhaps implement the plan together
  5. Contact us: [email protected] or ring +35318322724 (GMT 9:00 – 17:00)
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Packaging Design Functionality and Aesthetics 

Good packaging design is an equal balance of functionality and aesthetics all of which are assessed based on the appropriate needs of the actual product and target market as well as the manufacturers production requirements.  

Sensory cues from characteristics like packaging material, quality and colour palettes together with the classic tools of typography, layout, illustration and photography combine to form a consumer’s impression of a brand and product. However stunning a box design is, it fails miserably on functionality if it can’t protect and carry the weight of its contents. 

Behind many products attractive and persuasive exteriors lie other direct user benefits that can enhance brand perceptions and functionality. It may be that a product has become easier to use, or that it is easier to store or is tamper evident or more environmentally friendly or simply more aesthetically attuned to contemporary home interiors or that it is better protected against contamination and deterioration. 

Supermarket product retailing is one of the most aggressive retailing sectors where competition is at it’s fiercest and consequently often where imaginative pack design and innovation is at it’s most valuable. The real point here is that the packaging design can often end up becoming the thing greatest value above and beyond the actual product itself. In short the packaging design becomes the most tangible evidence of the brand. 

Want to start a conversation about your brand market position and packaging design?

Email [email protected] or schedule a conversation here

 

Health and Safety Packaging Design

Packaging design has a huge role to play in healthcare helping to communicate a whole host of vitally important messages to both doctors, nurses and patients. These can range from critical facts about dosage or imagery designed to offer comfort and confidence. Intelligent and innovative packaging design can also aid in the accurate dispensing of medicines and ease of use for disabled or elderly patients.

It is also important to remember that packaging design is an integral part of our lifestyles and homes. Whether we want to or not it’s something we see repetitiously, often over long periods of time, making it a formidable medium to promote information about a whole host of issues such as general wellbeing messages about healthy eating or indeed health hazards. 

 

Environmentally Friendly Packaging Design

The environmental impact or carbon footprint of packaging design is also an increasingly significant concern for both manufacturers and consumers alike. Sustainable packaging now is a much about recycling as it is about distance a product has to travel from source to point of purchase. 

Companies like Tesco, Wal-Mart and IKEA can make savings of millions of euros on fast moving consumer goods by maximising the number of products they can ship per pallet thus saving greenhouse emissions along with reductions in excessive packaging to reduce weight and consequently reduce costs too. Good packaging design needs to as much drive top line sales as it does in driving down waste and bottom line costs.

 

Packaging Design Temptations and Pitfalls

There are also numerous pitfalls that businesses need to be aware of such as the desire to over-design packaging and over-promise which can lead to a consumer backlash. It does not matter how pretty the pack design looks if what you are selling on the outside is misrepresented and does not live up to the promise on the inside. Consumers might be fooled once, but your customers will not buy from you again and probably readily communicate their disappointment to other potential consumers with negative “talk” be it verbally or through the multiple social media channels. 

Avoid plagiarism or following the style of the brand leader otherwise it could lead to trade mark infringement and costly legal action. It will most certainly lead to consumers overlooking your product as the second rate ‘me too’, if they notice it at all.

Be aware of culture sensitivities and linguistic differences. What works in one market won’t necessarily work in another e.g. in the Middle East you can’t show people’s eyes or the soles of someone’s feet as this is deemed culturally unacceptable.

 

Packaging Design Competitiveness

We as consumers live in a world of infinitely changing choice. A strongly packaged brand should offer protection and carve out a point of difference for the brand that can protect against competitor activity through trade marking. More significantly, a strong brand pack design can provide the key to higher margins as you amplify a strategic or emotional point of difference and apply clever positioning, in addition to a rational or functional design.

 

Packaging Design – The Embodiment of The Brand

As the pack becomes the embodiment of the brand, its important for leadership and the broader team to remember they are the brand custodians. Brands need constant, consistent care and attention. This means treating your brand and its every touch point as a representation of your business to the consumer. Apple is a great example of a company whose brand is handled with precision at every touch point. The packaging design has been considered just as much as the product it contains.

Never forget, you can’t fool the consumer. Their value and perception of brands are based on how they find them, experience them and engage with them. Brands don’t kill brands, people do through carelessness, mismanagement and neglect. Respect and nurture your brand and it will deliver ongoing profitable results.

 

Return on Investment – Brand Packaging Design 

The bottom line for business is that packaging design will almost always have an effect on a company’s profit and loss. Treated as a cost and nothing more than a cosmetic makeover, the effect on the bottom line is likely to be largely ineffective. Treated as an investment and handled with clarity and care as a strategic weapon, the result can be very profitable on an ongoing basis.

 

Want to talk about your packaging design, rebranding strategy, market positioning, brand leadership or leadership alignment?

  1. Schedule an appointment — meetings are hybrid, in-person and/or online, depending on your preferences and location
  2. Let’s start with a diagnostic conversation
  3. Consider what you may need and what a customised plan could look like for you
  4. And perhaps implement the plan together
  5. Contact us: [email protected] or ring +35318322724 (GMT 9:00 – 17:00)

    About Lorraine Carter

    Lorraine Carter is a brand leadership and leadership alignment practitioner, advisor, speaker and fractional executive whose work sits at the intersection of strategy, leadership alignment and commercial performance.

    As the founder and lead consultant at Persona Design, Lorraine has more than two decades of hands-on experience across brand strategy, brand identity, packaging design, strategic repositioning and commercial brand development.

    Her work sits at the intersection of brand, design, leadership judgement and market performance. She helps organisations make clearer strategic and creative decisions at moments where the brand has to work harder: on shelf, in the market, across stakeholder groups, through trade channels, and under commercial pressure.

    Lorraine has won multiple packaging design awards and has designed packaging for household names, challenger brands and private label ranges across Ireland, the UK and the USA. Her experience includes both brand-led packaging systems and technically demanding production environments, giving her a strong understanding of how creative ideas have to translate into commercially viable, production-ready packaging.

    Her technical packaging expertise spans labels, sleeves, board, paper, bags, direct-to-can print, flexographic print, rotary letterpress, digital print and gravure. She has worked with major printing companies in Ireland and internationally, and has approved packaging on press across technically different formats and production environments, including Ireland, the UK, and continental Europe. This practical production knowledge is particularly important in packaging projects where print method, substrate, finish, colour behaviour, cutter guides, barcode placement, mandatory information and supplier constraints can materially affect the strategic, commercial and creative approach.

    Lorraine understands that packaging is not simply a visual wrapper. It is a commercial decision-making tool. It must communicate the product quickly, create shelf recognition, support the brand’s positioning, accommodate production and regulatory requirements, and remain flexible enough to scale across future SKUs, channels and launch communications.

    With more than two decades of hands-on experience in Brand Leadership, Lorraine’s Leadership Alignment work has evolved directly from what she has repeatedly observed across organisations in multiple jurisdictions: markets often reflect leadership decisions before leadership teams fully recognise their effects.

    Those insights have shaped a body of work that connects external brand performance with the internal leadership dynamics that influence clarity, judgement, momentum, execution, trust and commercial results. Performance in both brand and leadership contexts ripples through the whole organisation internally, along with stakeholders and external markets, so both are intrinsically tied together because Brand is Leadership Made Visible.

    Lorraine works with leaders at strategic inflection points—such as strategy change, repositioning, growth complexity or leadership misalignment—where acceleration has outpaced clarity and relevance, judgement, trust and leadership authority are under pressure. The focus is often to identify where strategy is slowing from the inside, where judgement and ownership are weakening, and where organisational friction is beginning to affect performance. Her work bridges brand leadership, strategic clarity and leadership-system diagnosis, giving organisations a more precise way to understand why capable teams can still lose coherence and speed.

    A multiple award winner, Lorraine combines real-world practice, framework development and leadership-level insight working with organisations/brands like Straumann Group, Chadwick Group, Aramark, Version1, University of Greenwich, Nestlé, Solas — Ireland’s state agency tasked with building a world-class further education and training sector to sustain Ireland’s future, IDA Ireland — Ireland’s state agency responsible for all foreign direct investment, Kerry Foods, Eurofound — the largest EU agency, a tripartite body responsible for providing direction for EU social and work related policies, Law Society of Ireland, Enterprise Ireland, Radisson Blu, Tesco, Castle Brands, Aldi, Wavin, Abberley Luxury Yachts, Massey Bros., Crafting Minds, Dunnes Stores, Saba Restaurant Group and MGI Learning UK. 

    Her broader Brand Leadership work has evolved from observing how market performance often reflects internal clarity, judgement and decision quality. This perspective informs the way Persona Design approaches strategic positioning, brand strategy, identity and packaging projects: not as isolated creative outputs, but as commercial systems that must align proposition, audience, channel, visual behaviour, production reality and long-term brand growth.

    Her work with major international brands, multinational organisations, EU institutions and government agencies has informed both the Persona Brand Leadership Framework and the Leadership Friction Framework, creating a distinctive perspective on how leadership decisions shape both market outcomes and internal organisational performance to drive successful growth.

    Want to start a conversation with Lorraine?

    email [email protected] or schedule a conversation here

    “I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.

    Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.

    Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing work with Lorraine and her team.”

    Dave Gribben Enable Better Business

    “Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

    Michael O’DonohueCountry Director | Wavin Ireland Ltd

    “The Maguire & Paterson brand was established in 1882 and therefore the strategy, rebranding and new packaging had to be managed in a very sensitive and caring manner.

    Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalisation and new range designs. We found their ability to steer us of significant benefit.

    Lorraine Carter also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.

    We would have no hesitation in recommending Lorraine and we would be very pleased to speak with any potential client(s).”

    Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd

    “Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

    Kelley SpillaneSenior Vice President | Castle Brands, Pernod Ricard

    “I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.

    They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.

    The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”

    Tony Doyle Commercial Director | Country Crest

    “I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.

    Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship.  Their work philosophy is the best contract a client can hope to receive.”

    Gavin DivillyManaging Director | Cater Hire Ireland Ltd

    “I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in the current climate. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Brand Strategy.

    More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding.

    Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective brand strategy.

    I’d recommend Lorraine as a speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”

    Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer

    “Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise.  She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.

    Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.

    Emmet SavageFounder and CEO | MyWallSt

    “Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”

    Rita AhernManaging Director | Food Matters

    “Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”

    Andy MulloyManaging Director | Connemara Seafoods Ltd

    “Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self.  Lorraine provided great tips, many of them thought-provoking from her vast experience in developing brands, as an individual, for customers and the importance of building relationships. 

    I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”

    Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc

    “Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.

    Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”

    Donal KavanaghSales & Marketing Director | Zed Candy Ltd

    “Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.

    In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”

    Mark Andrews IIIChairman of the Board | Castle Brands Inc

    “Persona Branding & Design has adroitly managed several of our most important brand briefs over the years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with branding, packaging and print suppliers that was vital for the completion of the successful end product.

    Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”

    Gerry MurphyMarketing Director | Robert Roberts Ltd

    “I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.

    She is passionate in her message and delivers it with conviction. I strongly recommend her in the area of branding, packaging and design as she is truly an expert.”

    Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator

    “Persona Design has worked with Wavin on the creation and development of the branding strategy and marketing collateral for the launch of a new range of premium products.

    They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”

    Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd

    “Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.

    Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”

    Paul C DwyerGlobal Cyber Security Expert

    “Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”

    Ruaidhri PrendergastTechnology Sales Engine | Tech Marketing | Sofware | SaaS | FinTech | Hardware | 10x Return on Investment | Co-Founder | Ingenuity

    “I have known of Lorraine’s high quality work for a number of years and when I finally had the opportunity to work with her in developing a brand and marketing strategy she exceeded expectations.

    Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!

    Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”

    Ian Lawlor Managing Director | Lotus Investment Group

    “I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”

    Tim HealyMercator Marketing Research

    “Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”

    Alayne RooneyMarketing Consultant

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