A global packaging design agency grounded in shopper insights
Cowan was founded by Mark Cowan, whose career began on the retail floor before moving into a cross-category supermarket buying role. Watching launches succeed or fail gave him unique insight into how packaging, pricing, and shelf presence influence the moment of choice. That perspective shaped our philosophy: design should start with shopper understanding.
From the beginning, we set out to be more than a design agency. We built a business rooted in shopper insights and the path to purchase, harnessing semiotics, prioritising the hierarchy of information, ensuring pack design clearly positions the product, connects with consumers and drives demand.
In addition, it’s our collaborative approach to design that unlocks unparalleled results. By working side-by-side with clients, we turn shopper insight into packaging that not only looks distinctive but also drives demand, builds equity and keeps brands chosen.
Packaging built on shopper understanding and client partnership.
CAPABILITIES
Brand Strategy / Brand Design / Identity / NPD / Innovation
Naming / Communications / Shopper / Packaging / Production
What we value
01. Simple
We cut through complexity with clarity and focus, turning shopper insights into packaging design solutions that are easy to understand, distinctive on shelf, and effective in driving demand.
02. Together
We work as one team, partnering closely with our clients and each other to create packaging design and brand solutions that build trust, drive demand, and deliver measurable results.
03. Brave
The best packaging and brand design comes from brave conversations that challenge assumptions, push boundaries, and take clients beyond the expected.
Meet our leadership
Mark Cowan
Founder & Global Chairman
Adam Cameron
Global CFO
Sharon Lee
Managing Director | APAC
Kate Frearson
Managing Director | UK
Join us
We’re always on the look out for great people and clients to become part of the Cowan team.
