INTERVIEW

Insights that Seize Consumers is the Key to Great Packaging Design

When Chris Kyte joined Cowan, it wasn’t a career move he took lightly. After years of honing his skills in brand and packaging design, he wanted a place where his work could mean more. Not just in terms of creating eye-catching packaging, but in helping brands tell their story, connect with people, and drive meaningful impact.

For Chris, Cowan felt like home straight away. “What stood out was the values,” he explains. “Cowan wasn’t just talking about creativity for creativity’s sake. It was about clarity, consistency, creativity, and relevance. Those values guide everything here, and I felt instantly aligned with that philosophy.”

Why Our Values Matter in Packaging Design
Chris saw his own design philosophy reflected in Cowan’s values. For him, packaging has always been about more than colours and logos. It’s about creating memorable moments, giving people confidence in their choices, and turning every unboxing experience into a story. That’s why Cowan felt like the right next step in his career.

At Cowan, our values are not a checklist — they’re the principles that guide every design decision.

Clarity: Packaging should simplify the message, making life easier for busy shoppers.
Consistency: Every pack should feel part of a family. From visual elements to ancillary design elements, consistency builds brand recognition.
Creativity: Great packaging is about finding a different way to refresh heritage assets while staying true to a brand’s identity.
Relevance: Packaging must keep pace with latest trends — from sustainable packaging mockups to innovative materials — so brands stay future-proof.

Unlocking Creativity Through the Package Design Process
One of the things Chris has loved most about his time at Cowan is the creative process itself. “Design isn’t magic — it’s a craft,” he says. “But the way Cowan approaches it unlocks creativity in such a powerful way.”

The process starts with insights — listening to consumers, analysing the market, and understanding the role of packaging style in different categories. From there, graphic designers and seasoned designers work together on packaging mockups, sketching out different options in Adobe Illustrator and testing them against regulatory requirements and commercial goals.

It’s a collaborative journey. Ideas evolve into design concepts, and then into final designs that balance bold colours, functional layouts, and storytelling details. Chris particularly values how Cowan never loses sight of the consumer. “At the end of the day, packaging has to do a job. It has to inform, reassure, and excite. That’s what makes good design great packaging.”

Tesco Finest: A Masterclass in Own-Label Product Packaging
One project that stands out to Chris is Tesco Finest. Regularly praised as the benchmark for premium own-label — and celebrated in Grocery Gazette’s “Battle of the Grocers” feature — Finest has reshaped perceptions of private label. No longer the budget option, it’s now a brand that rivals national players across more than 80 categories, from indulgent desserts to plant-based innovation.

Packaging has been central to this success. With its cohesive visual identity — silver and slate-grey palettes, elegant typography, and elevated product boxes — Finest is instantly recognisable both in grocery store aisles and online. It’s packaging design that tells a story of quality and trust.

At Cowan, we’re proud to have partnered with Tesco on their own-label branded ranges. “It’s a great example of how design doesn’t just decorate a product — it drives real commercial impact,” Chris says. “By giving Tesco’s private label the same level of care as a national brand, we’ve made a small contribution to Finest became a destination in itself.”

Billson’s Brewery: Glow in the Dark Packaging That Creates Memorable Moments
Closer to home, Chris also points to his work with Billson’s Brewery as a career highlight. A brand with a proud heritage, Billson’s needed packaging that celebrated its legacy while appealing to a new generation.

Chris helped create a glow in the dark label — a playful, unexpected touch that turned a traditional bottle into a talking point. The design concept combined a unique shape, bold colours, and intricate designs to create a perfect packaging design that was as functional as it was fun.

“The glow in the dark label wasn’t just clever graphics,” Chris explains. “It gave people a reason to talk about Billson’s, to share it, to pick it up. It’s proof that packaging can spark curiosity and create memorable moments, which ultimately drives sales.”

For Chris, this project embodies what excites him most about packaging design — the ability to balance tradition with innovation, and to make a real impact on how people experience a brand.

A Personal Connection: Chris Kyte’s Career at Cowan
Looking back, Chris says the move to Cowan was about more than career progression. “It was about alignment,” he reflects. “Cowan’s values, the process, the culture — it all matched how I believe design should work. That’s rare, and it’s why I’m proud to be here.”

From helping Tesco Finest lead the way in premium own-label to reimagining heritage with Billson’s Brewery, Chris’s career at Cowan shows how packaging can be a powerful tool for change. It’s not just about how products look. It’s about how they feel, how they connect, and how they create trust and excitement.

At Cowan, Chris has found a place where design is respected as both a craft and a catalyst. And for him, that’s the perfect fit.