Australian Food Branding & Packaging Design – A Complete Guide

Last Updated on September 25, 2023 by DesignerPeople

Popularly known as the country of” the Land Down Under” due to positioning in southern hemisphere makes our country more favourable for farming which includes sheep, poultry, fruits, vegetables, dairy and many more. Fine quality hand-made local wines, soft drinks and variety in beer makes us more globally known country.

Food and beverage is a massive industry for the Australian economy, both its employment and financial contributions. The cultural and ethnic diversity of Australia is reflected in the food range available.

Many speciality products have Asian, European and Middle Eastern influences and these attributes are on the packaging also. Vegan, Kosher, natural, halal and organic are catered for by food certifications and standards focused with exports to over 200 markets.

World’s leading food companies, including Unilever, Nestle Associated British Foods, DSM, Danisco, Parmalat, Mars, McCains, Simplot, and Hakubaku, have a presence in Australia, many of them for decades.

Supermarket and grocery expenses sustain to be the main avenues for consumer purchasing in this market with around a share of 68% compared to dining out and other food-related costs.

Aussies believe in quality products, and due to quality land and colossal space available, they produce a lot of crops. They are known in top 10 exports accounted for 81.6% of the overall value of its global shipments.

Australia’s population of 25.6 million people, it’s total $272.4 billion in 2019 exported products translates to roughly $10,700 for every resident in the largest country in the Oceania continent. Source

The principal imports of Australia’s in the retail sector are sourced from their closest neighbour, New Zealand. Environmental concerns, health, wellness, and the environment continues to be key purchasing factors for Australian consumers and as seen with many international markets the demand for organic, healthy, and natural products in Australia continues to multiply.

Food Packaging design

When it is about food pouch design, Aussies are very particular about what they are consuming, and they prefer organic and fresh food. Supermarket and grocery store expenses continue to be the main avenues for consumer purchasing in this market and with a share of 68% compared to dining out and food-related other expenditures.

Dining out is a way of lifestyle for most Australians, and it is estimated that more than one-third of Australian households’ total food and non-alcoholic beverage budget is spent on eating outside of the home. Almost two-thirds of Australians eat out at least once per month for breakfast, brunch, lunch or dinner.

They hate few things in general in their food such as Antibiotics/hormones in animal products; MSG; artificial preservatives; artificial flavours; artificial sweeteners; foods with BPA packaging; artificial colours; sugar; GM foods; and sodium so make sure your packaging label is communicating about these factors.

Why do we need to start?

Australia is a place known as highly developed capitalist countries in the world with massive land resources with rich products and forest coverage along with favourable climatic conditions.

Known for being 12th largest economy in the world which is dependent on mineral exports and agricultural products looking at this beautiful information, Aussies have a great opportunity to explore in the packaged food industry.

The increasing demand for convenient packaging and people need for cleaner labels will develop the need Busy and time-starved consumers in Australia increasingly prefer packages that offer convenience benefits through small-sized, on-the-go and easy to use pack formats.

Understand the potential customer ( Target Audience)

Type of industry to decide is critical because, on that basis, you can define your target audience, which is a fundamental foundation. It can be done with market research as the food industry is very vast depending on that activities are planned.

Brand positioning and its USP will define its target audience if it is for kids, young, adults and seniors. Food can also be categorised as health-oriented packed food will be targeted towards health-conscious and trainers who will prefer these products over kids.

If it is for kids, more humour and fun is added to attract kids as well as parents; the overall brand emotion is fundamental to decide the target audience.

Size the target market ( Market Research)

Depending upon the product type and its target audience, the target market is decided. If the products are handcrafted and expensive, then prominent boutiques, exhibitions, or even online is the market platform for it.

It can be a retail store or exclusive physical store whatever the market it is; research plays a very crucial role. Market research and analysis will help you to identify opportunities and challenges to face the real world.

Find a few ideas ( Consumer Behaviour)

The changing lifestyles of people and their preferences as per market changes the packaging industry will also change. The business owner should be tracking all the latest consumer behavioural as well as environmental changes to stay updated.

Example: Around 12% of the total population in Australia is over 65 years old of the total population of the country, and will continue to rise in the future. Hence this leads to an increase in the easy-to-open packaging system, which will be convenient for them. Readability and visible sticker suitable for the elderly’s vision needs the attention of the packaging supplier and adapts to it.

Refine the idea ( global food or local food)

Stay aware of your niche and establish your brand image if you are focusing on local food line or global should be decided very much prior before you actually start working. Food packaging design online is also having a massive scope in coming days looking at the pandemic situation.

Hence this will also decide your marketing, packaging and branding activities for long term plans.

Apply for ABN

It is a very important part, if you are planning to set up business in Australia, ABN is an 11 digit unique number which will help to identify your business to the community and government. To apply for an ABN you must be doing business in the country of Australia.

Business structure

Business can be set up by Sole Trader, Partnership, Trust and Company so understand where do you stand and on that basis further legal process is carried out.

Source: blog.inkjetwholesale.com.au/wp-content/uploads/2016/02/business-structure-in-Australia.png

Tax Compliance

When discussing Australian Taxation norms regarding food packaging, it is generally subject to GST when they are purchased. Later you can claim a GST credit for any GST included in the price of packaging for your business.

Normal and necessary food packaging are exempted from GST where the purpose of packaging is to just protect, contain and promote food if its special promotional food packaging then you must work separately for the tax.Read more

FSANZ Licenses

Australia has its independent statutory agency for maintaining food standards which are known as” Food standards Australia New Zealand. Its focus is to regulate the use of ingredients, processing aids, colourings, additives, vitamins and minerals.

Brand & Packaging Design for Food Business

 

BRAND NAME AND TRADEMARK

When we talk about food, the brand name of the food business must easily connect with the audience. Type of food should be easily identified from the name; it can be focusing on certain unique flavours, actual product name or name, which will have clarity and simplicity.

The name should be then officially trademarked as per the norms of Australia so that it’s then secured.

BRAND STORY

Today people strategically show brand story, which will inspire and connect the audience emotionally. Brand stories are always engaging. It can be related to their history, origin, USP anything which is making them distinct from the exciting storyline will attract customers.

Try to create stories with symbols, feel the emotions and then impose to visualise your product with it; this will create high brand recall value.

BRAND IDENTITY DESIGN

It is all about your brand values, culture and how you want as a businessman you want your company to be perceived by target customers.

It will include a brand logo, name, typography style, brand personality, colours, stationary everything to be consistent and in one family flow.

PHOTOGRAPHY

The most craving part of food is its images on packaging design, the realistic photos with mouth-watering and delicious feel will make you winner here.

Does not compromise on food packet design as a graphical appearance of your product should develop the impulse buying erg in the audience while browsing around superstore. Colour, vibrant and clear picture will help you gain competitive advantages.

PRODUCT PACKAGING SHAPE

The shape can be innovative, which should also cater some of your pain points such as eating chips or pizza without getting your hand dirty.

The honey jar which resembles the beehive shape which will provide you with the closer look towards its purity and authenticity. Australia is famous for sustainability usage, and they know how to make the best use out of it.

PACKAGING DESIGN

The food packaging label design and food box packaging design are a source of communication between customers and brand; hence it cannot go wrong.

Invest quality time to understand what that one unique value proposition of your product is? And smartly try to imbibe it on packaging design. If it is an organic, healthy, convenient food depending on that, the colours overall brand story is decided.

RIGHT TO LAUNCH WITH EFFECTIVE STARTEGIES

Companies in Australia are increasingly their keen focus on everyday foodstuffs such as fruits juices, whole fruit with the ‘naturally healthy’ message. Berries, oats, herbs and many more with health benefits is the best part to communicate.

LEGAL FORMALITIES FOR AUSTRALIAN CREATIVE FOOD PACKAGING

Along with all passion, dedication, cost, and make sure your brand is in the sink with the Australian standards legally. Such measures are here to help us all stay healthy and safe.

COUNTRY OF ORIGIN 

After this pandemic, it has now become more mandate to display your brand established identity. Hence when you plan to sell food in retail stores of Australia, it is mandated that your packaging should display the logo of the country of origin and the percentage level as per Australian

THE AUSTRALIAN MADE LOGO – THE MARK OF AUSSIE AUTHENTICITY

The Australian Made, Australian Grown (AMAG) logo helps consumers recognise if products are made or grown within Australia here brands show people that the goods were made in Australia, and to encourage them to buy locally made products.

The Australian made logo will develop the trust and faith in the minds of customers

PRODUCT SAFETY RULES AND STANDARDS

If you plan to sell products in Australia, which will include the sale of products online, you must meet product safety requirements under Australian Consumer Law (ACL).

Safety standards where goods must comply with rules for the performance, composition, contents, methods of manufacture or processing, design, construction, finish or packaging. Information standards which are rules about information that must be given to consumers when they purchase specified goods.

FSANZ GUIDELINES

These are mandatory guidelines of labelling requirements for packaged and unpackaged food with compulsory specific warnings or advisory labels. It regulates the use of nutritions, ingredients, processing aids, processes, colourings, preservatives, additives, vitamins and minerals many more.

The Food Standards Code will cover the composition of some foods, such as meat, dairy and beverages along with the foods developed by new techniques such as genetically modified foods.

Conclusion:

Looking at the future of the Australian packaging industry with strong R&D Australia is a perfect option where you can start your food pouch design businesses.

Food delivery packaging design, Strong, sustainable product value and innovative ideas impact positively in developing the societal goodwill as well as improve the brand image in the market. Food product packaging design cannot be ignored as it will help you to gain a competitive advantage in the market.

We are professional food packaging design agency who bring innovative and creative designs to life with our expert team. Our diverse global experience and audience have enriched our knowledge to meet the demands of every client satisfactorily. Connect us today,  and we will guide you with strategic planning and heart in which passion and creativity lie.

Author: Anush Malik

Being a strategist’s head and a long term visionary personality aims to achieve excellence in branding, packaging and digital marketing field. My 15 years of design experience and masters degree ais my strength which keeps me motivated and keep me going positively. I have participated in extensive branding design conquests in India, USA, Australia and New Zealand with winning zeal. My objective is to encourage start-ups and hence involves actively in the articles which will act as a productive intake of knowledge for them. Do connect me personally via my LinkedIn and I love to share my expertise with you.