Creative packaging and BRANDING studio since 2012.

specialised in strategy, brand design & packaging development for all things FMCG, with a bright focus on food, glorious food.

creating and recreating brands for all delicious things, from Fresh, packaged to frozen foods; dairy, confectionary, snacks TO beverages; and retail to restaurants.

Hello!

I’m Bassna Hassan.

I’m a Design & Creative Director and brand strategist, with 25+ years of experience in the creative field.

I love food, I love packaging, and I love packaging design! I find it challenging and rewarding to use a brand’s smallest medium to tell its big story. I champion like-mindedness, curiosity and true collaboration, with the grounding belief that the best brands are built in an environment of trust and shared ownership, where everyone feels invested in what’s being created.

I set up my packaging design practice in 2012 after 10+ years as a creative in ad agencies, (JWT (now VML), Leo Burnett, BBDO and FP7). I honed my advertising experience to tackle packaging and brand design with a different mindset. I’m deeply interested in how brands feel, not just how they look, and I’m passionate about creating work that’s fun, thoughtful, and grounded in real life.

ABOUT

A creative, senior-led practice, specialising in packaging and brand design for food and beverage brands. I work with both new and established brands to help them find their voice, shape their identity, and bring it to life on shelf and beyond.

Work ranges from creating brands from the ground up, to bringing clarity and direction to growing portfolios, always focused on building strong, recognisable brands that feel confident and are built to last. Every decision is guided by how a brand is understood, remembered, and chosen, with both the consumer and the long-term brand story in mind.

Customised Work Flow Every brand is different, and every client is different. But everyone seeks simplicity and flexibility. All projects are shaped with a hands-on tailored approach that’s designed to streamline every aspect of the projects journey: from briefing, to concept, to final delivery. From the very first customised Brand Discovery Session, the entire workflow is tailored to suit the brand and the people behind the brand.

PHILOSOPHY

Strong, memorable brands have bold, bright personalities and loud, fresh voices. And these brands live at the intersection of clear thinking and strong intuition: where strategy meets feeling, leading to packaging that is purposeful and instantly recognisable.

To create and nourish strong brands - besides the obvious mandatories - every brief should be approached with healthy doses of curiosity, guts and humour. It takes mere seconds for your product to be chosen, and we need to be brave and adventurous enough to own those decision-making seconds.

Long Term Partnerships I’ve partnered with some truly amazing people and their brands for many years, including Bonjorno, Cook’s, Dina Farms, Edita, Gourmet Foodstores, Royal Herbs, Temmy’s and Quanta, all working as a team with a shared sense of purpose, and a long view perspective of the brand and its growth as the market evolves.

eXPERTISE

  • Positioning, purpose, and strategy: what the brand stands for, who it’s for, and how it should act.

    • Brand positioning

    • Brand essence

    • Brand voice

    • Brand personality

    • Brand naming

  • Logic across ranges, sub-brands, and product families.

    • Portfolio and range structure

    • SKU hierarchy

    • Navigation

  • Combines brand strategy and market understanding with intuition to create the magic spark that guides every visual and conceptual decision.

  • Development of the brands’ core visual identity

    • Logo

    • Typography

    • Colour

    • Graphic languages

  • Designing packaging and packaging systems that work across multiple SKUs, formats.

    • Hero and master pack design

    • Range rollouts and extensions

  • Evolving existing brands without losing what makes them recognisable.

    Updating identity and packaging to reflect where the brand is going next.

    • Brand and packaging audits

    • Range clean-ups and simplification

    • Visual and structural updates

  • Documents the brand system so teams and partners can apply it with confidence.

    • Brand guidelines

    • Packaging guidelines

    • Style guides

    • Usage rules

  • Strategic support for companies or teams who need clarity, direction, or a second set of expert eyes.

    • Ideation

    • Brand and packaging reviews

    • Portfolio and range advice

    • Direction and decision support

    • Ongoing brand counsel