Hey, I am Franziska.
I’m a freelance designer and design educator based in Munich, specializing in packaging and branding for food, beverage, and FMCG brands.
I help businesses translate their products into brands and packaging that connects, sells, and stands out on shelves and in webshops – built on strategy and smart, intentional design.
With a background as an art director in several Berlin design agencies, I’ve always been drawn to the strategic side of things. So much so that I once joined the strategy team full-time. (Best decision ever. Until I realized how much I missed designing.)
Now, as a freelancer, I’ve found my sweet spot: blending strategy and design to create packaging that looks good and gets results.
I also teach packaging design – which keeps me on my toes and connected to what’s evolving in the field.
My Packaging & Branding Process
Onboarding & Discovery
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A 30-minute video-call-session to get to know each other, discuss your project, and see if we’re the right fit. Book your call right here.
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You provide a detailed project briefing – I’ll guide you with a structured form and am happy to assist as needed.
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You send all necessary assets, such as dielines, text, and existing graphics, so I can get started.
Strategy
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I explore your brand, product, market, target audience, and trends to build a strong foundation.
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Together, we review the research findings and define or refine your brand positioning using a proven strategic toolset — either via video call or in-depth workshop, depending on where you are in the process. The result is a clear summary document capturing key decisions and insights.
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To begin translating our strategic insights into design, I create a set of design guidelines. This document outlines clear design goals rooted in our strategic findings, serving as a bridge between strategy and visual execution.
Design Concept
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First creative concepts for your brand and main SKUs, bringing our vision to life.
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Collaborative fine-tuning to ensure the design aligns perfectly with your needs. I’ll provide you with a proven feedback framework to help you give focused and structured input.
Master Design & Adaptation
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Once the design concept is finished, I develop a finalized master design for one SKU as the foundation for all others.
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Expanding the master design across all SKUs for a cohesive brand presence.
Print Files & Handover
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Preparation of print-ready packaging design files, including all necessary production details, and ready-to-use brand asset files, such as logos and color specifications.
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Delivering all final packaging and brand assets for your use.
Add. Design-Development
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Providing creative direction for additional brand assets, such as photo productions (including briefings, attendance at shoots, and feedback).
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Designing additional brand materials (e.g., flyers, social media, websites…) and, if necessary, connecting you with specialized experts from my broad network of photographers, copywriters, and other creative professionals to bring every aspect of the brand we create to life.
Publications and Awards
Page Magazine
Page 12.2023 / KI Tools im Packaging
Page Online / Circular Packaging: Vorbild Natur
The Dieline
Perk Up With Lupinion Coffee’s Packaging
Creativ Verpacken
März 2024 / 2 / Werte im Detail erklärt (Lupinion)
Favourite Design
Book of the Year 2022
Experience
Since January 2025
Packaging Design Teacher at BURKE Akademie, Munich
Since January 2024
Packaging Design Teacher in the Online Master Program at Labasad Design School, Barcelona
Since May 2023
Mentor in the UDK Master Mentoring Program of Prof. Barbara Kotte
Since May 2019
Freelance Packaging Design & Branding
January 2019 – April 2019
Head of Strategy and Growth at Foundry Berlin GmbH, Berlin
February 2015 – December 2018
Art Director, Team leader and Brand Strategist at Win Creating Images GmbH, Berlin
August 2014 –January 2015
Traveling
April 2013 – July 2014
Graphic Designer at Ruska, Martín, Associates GmbH, Berlin
Education
September 2011 – June 2012
Study abroad at Universitat Politècnica de València, Facultad Bellas Artes, Spain
September 2010 – February 2013
M.A. Design at University of Applied Sciences and Arts HAWK Hildesheim
October 2007 – September 2010
B.A. Media Management and Design at University of Applied Sciences Mittweida and Dekra University Berlin