“On the kirana shelf, our pack disappears.”
Cut the front to three things: who you are, what it is and one reason to buy.
Home / Industries / FMCG / Packaging design
Industry · FMCG · Packaging design
Packaging designfor FMCG brands
Since 201565+ in-house teamKolkata office, 5 team bases
Packs that get spotted on the shelf and the app, and picked again next month at full price.
A strategist calls you in one working day.
/ 01 FMCG packaging design
Shoppers don't read your pack.They recognise it.
Most sales in FMCG (fast-moving consumer goods) are repeat sales, so a regular buyer finds your pack by a look she remembers. For food, personal care and home care brands, PromotEdge designs packs and whole ranges that shoppers spot fast and pick again.
The aim is more sales at the price you set, with less money spent on discounts.
Your regular buyer doesn't read the pack. She scans the shelf for a colour and a shape she remembers. So a pack must be found again by the buyers you have, and give a new shopper one reason to try.
For food, the law shares the front with you. FSSAI (the Food Safety and Standards Authority of India) says the product name and the veg or non-veg logo go on the front. That holds for packs of up to 100 square centimetres too. We plan those marks into the first sketch.
We design every panel, and the first images that sell your pack on quick-commerce apps and marketplaces. See our FMCG marketing and packaging design pages.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 1office, in Kolkata, with team bases (not offices) in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 Services
Services forFMCG packs.
All 6 services in one place. Tap one to see how it works.
FMCG marketing
The whole plan around the pack, from TV to the trade.
Brand strategy and positioning
Decide whose name a premium tier carries.
Quick commerce listings
First images that read on a small app tile.
BlinkitZeptoSwiggy InstamartMarketplace listings
Pack shots and back-panel images for each SKU.
AmazonFlipkartShopper research
Design routes tested on a mock shelf beside rivals.
Shelf and point-of-sale design
Shelf strips and danglers on the pack's grid.
/ 03 Checklist
Brand basics checklist
Tick what you already have. The rest is where we can help.
The basics
11 items
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailAn email on your own business domain, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For FMCG packs
6 items
- FSSAI logo and licence number on food packsFSSAI FAQ: in a colour that contrasts with the label background.
- Product name and veg or non-veg logo on the frontFSSAI FAQ, Q9 and Q11: front of pack, even on packs up to 100 square centimetres.
- MRP with 'inclusive of all taxes', and legal letter heightsLegal Metrology Rules as amended in 2017: from 1 mm to 6 mm by panel size.
- Unit sale price on the packLegal Metrology, 2022 amendment: per gram, kg, ml, litre or number.
- First image and back-panel image for each SKUOnline sellers show the mandatory details, except month and year of manufacture.
- The printer's dieline and one approved fileGood practice: a dated sign-off from your regulatory team.
/ 04 What usually gets in the way
What gets in the wayand the way through.
“We want a premium range, but our name suggests a cheap price.”
Build a separate tier with its own material, layout and finish. Our brand strategy work decides whose name it carries.
“We have 30 SKUs and no two look related.”
Use one grid. An SKU (stock keeping unit) is each size or flavour. Fixed places for brand and claim make the range one block.
“On Blinkit and Zepto, our pack is a tiny unreadable square.”
Make a first image for each SKU, with size and flavour in large type, for your ecommerce listings.
“Marketing wants "eco-friendly" on the front. Legal says no.”
Write one specific line you can prove. The CCPA (Central Consumer Protection Authority) says words like green need proof.
“The printer sent our files back the week before launch.”
Start from the printer's dieline (the flat drawing of cuts and folds). One folder holds the only approved file.
Our beliefThink creative. Act on numbers.
Is your pack lost on the shelf or the app tile? Show us it beside a rival, and we'll tell you what we'd look at first. Show us your pack
/ 05 How we work
From the real shelfto a pack that sells again.
- 01
1. See the shelf the way your shopper does
We buy your pack and its closest rivals where you sell most, and photograph each at arm's length and as a phone thumbnail.
- 02
2. Give each price tier its own look, on one grid
Each price tier, from value to premium, gets its own look. One grid fixes where brand and claim sit. We first fix what must never change, such as the main colour.
- 03
3. Fit the legal panels with your regulatory team
Your team sends the mandatory text and signs it off. Legal Metrology rules raise the minimum letter height with the main display panel. Food packs show the FSSAI logo in a contrasting colour. General guidance, not legal advice.
- 04
4. Test the routes, and make the screen versions
Our market research team puts two or three routes on a mock shelf, and shoppers choose. Each SKU then gets a first and a back-panel image, with pack shots, since online sellers must show the mandatory details.
- 05
5. Hand over to the printer, and judge on sales
Files are built to the printer's dieline. Printing is delivered through the PromotEdge group, as is in-store branding. For 8 to 12 weeks after launch, we track rate of sale and the price the trade holds.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Pack rules set letter sizes and front marks. Here is the rule, how shoppers pick, and who does what.
FMCG packaging design in depth
The rule that matters
Legal Metrology rules set the smallest letter height by the size of the main display panel, from 1 mm under 50 square centimetres to 6 mm over 2,500. Since 2021, each pack in a group sold on offer must carry its own declarations. Online sellers must show the mandatory details, except the month and year of manufacture.
Source: Department of Consumer Affairs, Legal Metrology (Packaged Commodities) Amendment Rules, 2017, G.S.R. 629(E), in force 1 Jan 2018 (https://consumeraffairs.gov.in/public/upload/files/8(xii)_0_1732871346.pdf). Amendment Rules, 2021, G.S.R. 779(E), 2 Nov 2021 (https://consumeraffairs.gov.in/public/upload/files/230946_1732871433.pdf). Both read 10 Oct 2026
How buyers decide
Our view: a regular buyer spots a pack by colour and shape, in a second, at arm's length. A new shopper reads the name and one reason to try. On an app, the buyer sees a small tile and picks by size and flavour. They drop out when a pack looks like the cheapest option, or the words are too small.
What you can do, and what is not ours
You can send your regulatory team's approved text, choose your printer, and keep one folder with the only approved file. Legal sign-off and design protection are not ours, nor is printer quality or what a rival launches. Speak to your lawyer for the first two.
How we would deliver, and why each step
We start at the real shelf, because the pack competes there. We give each price tier its own look, because shoppers read signals before words. We fit the legal panels with your team, because a returned file costs weeks. We judge on rate of sale, because compliments do not pay.
Bodies to know
FSSAI: the Food Safety and Standards Authority of India, which publishes the labelling FAQ this page uses.
Department of Consumer Affairs: hosts the Legal Metrology packaged-commodity rules and the CCPA guidelines.
Source: Official sites of each body, read 10 Oct 2026
Planning a premium tier? Let's decide what must stay the same, and what can change. Plan the new tier
/ 06 Cost
What affects the cost of FMCG packaging design.
No price list. These things move the number.
We don't publish a price list. A label refresh and a three-tier range with new cartons are very different jobs.
What affects the cost
- Range size. How many SKUs and price tiers the grid covers.
- New shape or new skin. A new carton takes more work than new artwork.
How we price it
- A free 30-minute strategist call, then a one-page plan. We take on a limited number, so we'll say honestly if yours fits
- We write the scope: SKUs, tiers and legal panels
- A written quote follows within 2 working days of the first call
What you get in the quote
- The SKU list, with the price tier for each
- Design routes and legal panel layout
- Print-ready files for your printer
How you pay
| Way of working | When it fits |
|---|---|
| Launch range | A new product or tier; timeline in the quote |
| Staged refresh | A range moved to the new grid; timeline in the quote |
| Yearly pack support | Festive packs and new variants; minimum 3 months, 30 days' notice |
Printing is paid at actuals. Ask every agency how it will judge the pack after launch.
/ 07 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop. A single job, such as one event or one print run, is quoted as one project.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
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Led by Sayantan, Chief Creative Director
What people say
What clients say
What clients told us after working with PromotEdge.
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta FoodsFMCG“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCG“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. …”
Bimal ShahExecutive Director at Fine Organic Industries LimitedManufacturing“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA MetaliksSteel and metals“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricals“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. …”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metals“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think …”
Joy BhattacharjyaCEO at Prime Volleyball LeagueSports“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. …”
Mom MitraMarketing Head at IleadEducation“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark GroupReal estate“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSports“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. …”
Satabdi SahuLead - Brand and Content at ABP EducationEducation“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball PlayerSports“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantIndependent view“It’s a great way to be back at PromotEdge. …”
Priyam GhoseContent Creator
FMCG brand planning a launch or a step up?
Tell us what's not working.We'll show you what your pack is costing you.
Common questions.
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FSSAI's FAQ on the Labelling and Display Regulations, 2020 says the product name and the veg or non-veg logo go on the front. That holds for packs of up to 100 square centimetres too. The brand owner's name, address and licence number go on the label. General guidance, not legal advice.
-
The Legal Metrology (Packaged Commodities) Rules, 2011 tie letter height to the main display panel. As amended in 2017, letters must be at least 1 mm high on panels under 50 square centimetres, rising to 6 mm over 2,500. The MRP must say it includes all taxes. General guidance, not legal advice.
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Only with proof you can show. The CCPA's greenwashing guidelines, issued in October 2024, say vague words like green and eco-friendly need proof, and terms like natural and organic need clear disclosure. A claim should say what it covers, such as the packaging. General guidance, not legal advice.
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We don't publish a price list. The cost depends on how many SKUs and price tiers you have, and whether the pack shape is new. Food rules and shopper tests add to it. A written quote follows within 2 working days of the first call.
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It depends on how many SKUs are in the pack family. Bigger ranges and slow approvals take longer. Then add the printer's time and the weeks old stock takes to clear. For a festive launch, start well before the season. We confirm the timeline in the quote.
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Yes. Point-of-sale material is the printed pieces near the shelf, such as shelf strips and danglers. It sells harder when it shares the pack's grid. Our graphic design team designs it, and in-store branding is part of our retail branding work.