Unlike traditional design agencies that simply follow briefs, Cowan goes beyond the brief. We uncover the real business problem and apply shopper-insight-led creativity to influence brand choice. It’s this combination of strategy, design, and consumer psychology that sets us apart.

We partner with ambitious clients across FMCG, food & beverage, alcohol, retail, beauty and e-commerce. From global giants like Coca-Cola to startup bakeries, we design solutions that deliver commercial growth.

Absolutely. Cowan is a packaging design agency in Australia and beyond, including the UK, Vietnam and Singapore, with decades of expertise creating packaging design that goes beyond the brief to understand category challenges holding back growth. We distil functional information with aesthetic appeal through the lens of the shopper. Whether for food, retail, or consumer goods, our packaging design solutions harness and amplify the power of your brand identity to stand out on shelves and be chosen.

Cowan is a global branding and design agency with studios in Melbourne, Sydney, Ho Chi Minh City, Singapore, and London. We began as one of Australia’s leading design studios, and today we partner with clients worldwide on brand identity, positioning, and strategy. By establishing a presence in key international markets, we provide clients with on-the-ground insights, cultural understanding, and local expertise to deliver impactful branding solutions that work in market and across borders.

Yes. Our digital brand development services ensure your brand is optimised for today’s platforms, from e-commerce websites to social media. We create seamless visual identities that work across physical and digital experiences.

We do. Our e-commerce brand identity solutions are designed to help online businesses stand out, build trust, and convert browsers into buyers. From digital-first design systems to packaging that delights, we create experiences that drive sales.

Two of our landmark wins are:

• Coca-Cola has long used Australia as a test market thanks to the isolated geography. When Coke Zero experienced a difficult soft launch in the US, the brand turned to us to reposition and redesign the product. Targeting men, we uncovered a key insight: male consumers respond better to darker packaging. By inverting the design from mostly white with black accents, to a bold black can with white highlights, we created a distinctive look that resonated with the audience. This packaging strategy delivered the largest FMCG product launch in Australian history, and the design was soon rolled out worldwide.

• Helga’s (1989)
  When Sunicrust Bakeries set out to launch a premium Light Rye bread, they asked Cowan to elevate a single SKU. Our insight was clear: value-driven shoppers would not pay more for a minor line extension that looked only slightly premium. Instead, we proposed creating a new artisan bread brand that broke supermarket category norms.
• We developed Helga’s, inspired by Northern European rye traditions yet adapted to Australian tastes. The brand name was short, distinctive, and easy to pronounce, signalling quality and heritage. The packaging featured substantial clear windows—like the hot bread shops consumers trusted—and a rustic, homestead-style sketched logo in bold green for standout. The loaf itself was crafted to “look the part,” with a high rustic top and rye sprinkles.
• To build awareness, we proposed to convert Sunicrust’s delivery vans to feature the Helga’s logo, creating the impression of a bakery already loved by Australians. Today, Helga’s is Australia’s top-selling bread brand, consistently holding the #1 position.

Cowan is a strategic design consultancy. We are lean, senior, and consultancy-led, with teams capable of advising clients at the highest level. While creativity is at our core, our focus is always on delivering measurable business growth.

Yes. Cowan operates as an international branding and design company with a studio in the United Kingdom, where we work with global and local clients to create powerful brand identities, packaging design, and creative brand strategies. Our London-based team partners with businesses across industries, from food and beverage to retail and consumer goods, delivering award-winning design solutions that drive growth and long-term brand equity. Due to our global network, Cowan is often chosen for multi-market brand repositioning work and packaging redesign the UK and USA. Ask us for case studies.

Yes — Cowan is recognised as an award-winning branding agency in multiple markets, with accolades that highlight our commitment to creativity, innovation, and measurable results. We’ve been consistently named among the best branding agencies in Melbourne, working with clients across industries to deliver standout brand experiences. Awards are not a priority for us though, as we measure the impact of our work through your sales uplift – ask us for details! Some examples of our favourite accolades are:

DBA Design Effectiveness Awards – Gold & Grand Prix

• Cowan’s rebrand for Billson’s Cordials earned both a Gold Award and the Grand Prix at the 2022 DBA (Design Business Association) Design Effectiveness Awards. This prestigious recognition was due to the transformative impact of the rebrand, including dramatic sales growth and revived brand heritage. International Beverage Awards – Best Packaging Design

• Cowan London won Best Packaging Design for the Akashi‑Tai sake brand at the International Beverage Awards during Japan’s Drink Japan trade show.

We specialise in brand identity for startups in Melbourne, providing tailored solutions that set businesses up for long-term success. From professional logo design to brand positioning strategies, we help startups communicate vision clearly, attract customers, and grow sustainably. Most recently for an energy drink start up, Russ Energy, including naming, visual identity and packaging formats

Absolutely. Cowan is a packaging design agency in Australia with decades of expertise creating packaging that combines beauty with functionality. Whether for food, retail, or consumer goods, our packaging solutions align with your brand identity and stand out on shelves.

We believe branding should create positive impact. That’s why we offer brand development for eco-friendly brands, helping companies communicate their sustainability commitments authentically while engaging target, values-driven consumers.

Definitely. We understand the fast-moving nature of technology. Our branding for tech startups in Melbourne, London and Singapore ensures your brand identity is professional, scalable, and ready to compete in local and global markets.

Yes. We’re proud to partner with purpose-led organisations. Our branding for nonprofits in Sydney focuses on clarity, empathy, and impact — helping you amplify your message, attract supporters, and strengthen your community presence.

A successful brand strategy starts with understanding your market, defining your positioning, and clarifying your values. Our brand strategy services guide you through competitor analysis,shopper insights, and creative development to ensure your brand connects meaningfully and grows effectively.

Yes. We’ve developed rebranding case studies in Melbourne, Sydney, London and beyond across sectors. Each project demonstrates how strategic design and storytelling can refresh a business, attract new audiences, and increase relevance in competitive markets

A well-designed logo is more than an image — it’s the cornerstone of your identity. The benefits of professional logo design include:

• Building instant recognition and trust
• Creating consistency across digital and physical touchpoints
• Supporting long-term brand equity and memorability

At Cowan, our international presence and vast experience across categories can enable us to develop compelling logos that will improve the relevance and distinctiveness of your business.

Working with Cowan means working with a trusted Australian brand consultant, throughout your international project. Clients can expect:

• Award-winning design agency expertise
• Strategic visual identity creation
• Tailored brand positioning strategies
• Tangible results such as business growth

Packaging design prices vary substantially by project. It is based on the complexity, number of packs to be designed and whether it is more of a brand evolution, or revolution. The team at Cown are happy to review your project and provide a quick estimate, we work for all sorts of businesses from local to global and from startups to some of the best-known brands on the planet.

“The Cowan Way” is our evolving methodology — codifying how we interrogate beyond the brief, challenge assumptions, and apply informed rule-breaking to deliver bold, commercially effective creativity. It’s about pushing beyond the expected to achieve outcomes that shift sales and market share.

Mark Cowan, our founder, is full-time, directly mentoring senior talent and working on high-impact client projects. His real-world retail insights and proven track record — from Woolworths buyer to leading global rebrands — remain at the heart of our consultancy model.

We see design not as decoration, but as a strategic tool to grow brands. Every project must prove its commercial worth, whether through increased sales, market share growth, or stronger brand positioning.

We work with brands that value partnership and strategy, not just execution. Our best work happens with clients who want to challenge convention, invest in insight, and create bold, commercially effective design solutions.

DBA’s Design Effectiveness Awards for Horlick’s, Heinz Soup,