29 | Our. Guide to Brand Collaborations

Sometimes the best things come in pairs, and brand collaborations are no exception. 

When well-known brands come together, getting the branding and packaging right can be a challenge. How do you ensure both brands are instantly recognisable? How do you bring them together in a way that feels exciting and fresh, while staying true to their values? 

Great packaging design is central to this, and the best brand collaborations nail it. 

We’ve worked with some of the biggest food and beverage brands to bring energy, buzz and value to their product collaborations. From iconic pairings like Marmite x Guinness to high-impact campaigns like Disclosure x Red Bull, we’re no strangers to bringing brand identities together to create something that stands out. 

How we approach packaging design for brand collaborations

Getting the balance right

Packaging should feel cohesive and thoughtfully integrated, with both brands instantly recognisable.

When Marmite approached us to make some noise for St. Patrick's Day with a collaboration with Guinness, that meant bringing together two brands that are universally loved or hated, each with a very loyal audience.

Our design was based on equity between both brands, with Marmite providing the base aesthetic through the packaging structure and label architecture, while Guinness supplied the recognisable colour.

Only 300,000 pots were produced for this love-it-or-hate-it collaboration, quickly becoming a collector’s item.

Creating excitement

When Red Bull partnered with electronic music duo Disclosure, we were tasked with creating a new, impactful can design.

This meant thinking beyond the product and considering its environment. The can was intended for bars, clubs and music venues, naturally dark environments where standing out isn’t easy. We needed to create a bold design that would get people excited and push boundaries.

We took the iconic Disclosure face and brought it to life with UV glow-in-the-dark ink, set against the dark blue of the Red Bull can. Under the lights, the product glowed in the dark, becoming part of the nightlife experience and getting people talking. 

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Bringing shared values together

When Double Six Drinks needed a partner for their Thomas Green coffee liqueur, they chose local coffee brand Maude Coffee Roasters. This was the perfect match as both Yorkshire brands are passionate about quality, flavour and supporting local businesses.

For the branding, we created a bold blue identity that stood out on shelves and gave a fresh take on the dark, traditional cues often associated with coffee liqueur. As a nod to the product's heritage, we also created a central symbol that combines a martini glass with a coffee drip, bringing both sides of the collaboration together in a single motif.

What are the benefits of brand collaborations?

Reach new audiences

Two brands mean two existing audiences, with the opportunity to introduce each to something new. A collaboration will bring loyal customers from both sides together, while attracting new audiences who want to know more. 

Often, the packaging and branding are the audience’s first introduction, so they need to be instantly recognisable while showing why these two products belong together.

Create hype

Most collaborations are limited-edition, and there’s a reason for that. When a product feels exclusive, people want to get their hands on it before it’s gone; it’s all about creating demand.

When the packaging looks the part, this can often be one of the most exciting elements of the collaboration, creating memorable and collectable items on its own.

Tell a bigger story

The best collaborations are when brands come together to tell a bigger story. They might share the same values, backgrounds or audiences, which makes the partnership feel more authentic and aligned. 

Branding and packaging should help that story shine through by finding connections between the two brands and bringing them together in a way that feels natural, not forced.

Getting brand collaborations right 

Brand collaborations are all about thinking big. The right partnership could introduce your brand to new audiences and turn your product into something people are desperate to get their hands on.

To make this dream a reality, you need the right team behind it. Our team of designers bring bold ideas, fresh perspectives and years of experience to the table, with a deep understanding of brand identity and how packaging gets noticed. 

So if you’ve got a collaboration in the works, an idea brewing or want to make your brand stand out, we want to hear from you. Get in touch and let’s solve it together.

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