Our purpose is to
realise potential

We believe that every brand has a relevant truth that sets it apart, and that every great brand has a tension within it that makes it unique.

Through strategy and design we amplify that truth to create a powerful and emotional consumer connection.

Our shopper centric approach, crafted over 30 years, enables us to get to a concise and meaningful solution by asking the right questions and interrogating the brand and the business through a shopper lens.

We use our collective experience, insight and judgment to connect shoppers to your brand truth quickly and clearly, simplifying brand choice with design facilitating an emotional connection that will attract and last.

And we like to keep everything we do, refreshingly simple.

Our principles


To simplify the complicated and resolve it beautifully


The best results come from working together


To challenge brands to become the best they can be

What we do

  • Brand and design strategy

  • Brand and design architecture

  • Brand creation

  • Naming

  • Packaging design

  • Innovation

  • Brand guardianship

  • Brand guidelines

Where it all started

A marketing and buying role for a national supermarket chain is not the typical background for a founder of a brand and design consultancy, but it does help to explain why Cowan is a little different.

Mark Cowan’s foundation in retail introduced him to various shopper purchasing patterns and highlighted the common factors for success across countless product launches. These valuable insights form the basis of the Cowan shopper-centric approach which still guides us to this day.

30 years on, we remain independent and our network of 6 offices provides us with a truly global perspective.

Founder and Executive Chairman
Mark Cowan