Creative Packaging Design: A Brief Response

Jameson Rogan’s conceptual briefs are keeping lots of designers busy at the moment. Our very own Erin came up with a response to one of his recent briefs – a creative packaging design for a moisturiser from sustainable cosmetics company, ‘Waves.’

Here’s what Erin had to say about her response, as well as some insights into the design process…

One of the ways I’ve kept myself busy during my spare time in lockdown is to work on some conceptual briefs. I usually find it easier to work from a brief someone else has written, as it keeps me more focused!

I decided to challenge myself to create a response to a brief from – an Instagram account created by Jameson Rogan, a graphic designer from Teesside. Jameson posts a random design brief each week, and last week the challenge was to create some moisturiser packaging for a sustainable cosmetics brand called ‘Waves.’

The design brief

View this post on Instagram

Week Three – Cosmetics Packaging🧴 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Waves is an ethical cosmetic start-up company looking to disrupt the market with their new moisturising range. They’re looking for a suite of eye catching packaging that jumps off the shelves at the consumer and doesn’t blend into the already noisy surroundings. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ It’s all about stand out quality in the designs. Again they don’t need to be applied to mockups, as they could be used across a wide range of promo from ads to POS. It’s entirely up to you – run with it! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Don’t forget to hashtag your work with #keepitbrief & #KIB_03 (numbers correspond to which week’s brief) for your chance to feature on our feed.

A post shared by Keep It Brief! ( on

The brief felt quite open and I quickly started jotting some ideas down for my creative packaging design. As a challenge, I didn’t want to spend much more than an evening nailing down the initial look. After a couple of rough iterations, I landed on my chosen style and tone.

Every brand should tell a story

I find brands that have a theme and story to them much more intriguing, and I decided my brand should have been created by surfers who want to see our oceans free from plastic waste. The packaging would be created from 100% recycled ocean plastic and the type used on the packaging should feel “found”, mixed up and a little battered, as if the text itself had been recycled too.

The overall tone I went for felt rebellious and a bit sporty. Surfing is quite an extreme sport and the product itself would be perfect for those who find themselves outdoors a lot.

The product variations were based off iconic surfing locations in warmer climates. I used a load of bold lettering and vivid colours to inject the feeling of brash heat and energetic summer sports.

The overall look I went for was  reminiscent of layered screen prints and collaged-together elements. The locations featured are perfect for surfing, but they can only stay perfect as long as we keep plastics out of oceans too.

Overall I enjoyed this brief and felt super pleased to be able to exercise my creative muscles in such a short space of time! I’m looking forward to completing more small challenges like this one too!

See my full entry here:

View this post on Instagram

my entry for ‘s 3rd week brief: create some packaging for a new sustainable moisturiser company called waves 🌊! . in my submission, ive decided that the brand is ran by a bunch of surfers who just wanna keep our oceans free from waste, so we can keep surfing our beautiful waves for generations to come! . i wanted the typography to feel mashed together, recycled and reused, to reflect the packaging, made from ocean plastics. . each product is inspired by iconic surfing spots, so these are the first three! i may expand this range soon! I really enjoyed making this and it’s quite a change from my usual posts on here 🤠 . . . . #keepitbrief #kib_03 #packagingdaily #ladieswinedesign #designbrew #eyeondesignmag #eyeondesign @packaging_of_the_world @packagingdesigninspo #packagingdesigninspo #thedieline #branddevelopment #tdkpeepshow #womenwhodesign #gfxmob #cosmetics #cosmeticspackaging #skincare

A post shared by e͟͟r͟͟i͟͟n͟͟🌙 (@erijn) on

Other creative responses

I also wanted to feature some of my favourite responses to this same brief too:

View this post on Instagram

Not usually one for packaging design but I fancied dipping my toes into something different… 🌊 and I quite enjoyed it! It's my first time taking part in weekly challenge 💪🏼 – Multifunctional logo / icons designed for 'Waves'. Logos, colour palette and products inspired by the sea. – Week Three – Cosmetics Packaging. – The Brief: "Waves is an ethical cosmetic start-up company looking to disrupt the market with their new moisturising range. They’re looking for a suite of eye catching packaging that jumps off the shelves at the consumer and doesn’t blend into the already noisy surroundings." – #keepitbrief #KIB_03 – – – – – #graphicdesign #identitydesign #identity #visualidentity #visualgraphic #artwork #packaging #cosmetics #waves #logo #branding #brandidentity #graphicindex #certainmagazine #itsnicethat #icographica #printisntdead #designstudent #thedesignblacklist #selectedwork #TDKpeepshow #desginfeed #eyeondesign #peekjournal #graphicoftheday #gotd #foliofolio #theddod

A post shared by Ashleigh Dussie (@ashleighdussie) on

These very moody and beautiful designs by @ashleighdussie

These super awesome motion graphic elements by @matvoyce

View this post on Instagram

🕒 Dezign Time 🕘 ___________________________ #KIB_03 Skincare Packaging🧴 ___________________________ This week's was all about creating packaging for a ethical skincare company called Waves. ___________________________ Kept this one pretty simple compared to last week's whacky Freight Train 🌚 Went for a natural vibe; simple colour palette & custom bubble type, paired with a serif, typewriter style font. ___________________________ It's coming up to nearly a year since mine & @bcreak1's fab trip to Cornwall. So I thought… why not use our snaps 📸 All the photos used (except the lady enjoying herself in the water) were taken near Clodgy Point in St Ives. The colour of the sea is just BEAUT. We spent quite a lot of time at Clodgy Point last year, sat watching the… WAVES crash against the cliffs and ate mahoooosive iced buns with sprinkles on from @yummyscrummybakery. ___________________________ Sorry, waffled on a bit. ___________________________ #keepitbrief #gattomoodboard #moodboard #brand #branding #logo #logos #logodesign #logotype #logodesigner #logomaker #design #graphicdesign #brandingdesign #identity #identitydesign #designing #logographic #thedesignfix #graphicdesigncentral #illustration #typography #type #typedesign #packagingdesign #vscodesign

A post shared by Kate Fenton (@k8fenton) on

And finally this lovely minimal design by @k8fenton which feels super summery!

Bring your brand to life

If your brand needs reviving or you’re starting completely fresh, get in touch for a chat!