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.

Say hello

My Packaging & Branding Process

Onboarding & Discovery

  • 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.

  • You provide a detailed project briefing – I’ll guide you with a structured form and am happy to assist as needed.

  • You send all necessary assets, such as dielines, text, and existing graphics, so I can get started.

Strategy

  • I explore your brand, product, market, target audience, and trends to build a strong foundation.

  • 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.

  • 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

  • First creative concepts for your brand and main SKUs, bringing our vision to life.

  • 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

  • Once the design concept is finished, I develop a finalized master design for one SKU as the foundation for all others.

  • Expanding the master design across all SKUs for a cohesive brand presence.

Print Files & Handover

  • 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.

  • Delivering all final packaging and brand assets for your use.

Add. Design-Development

  • Providing creative direction for additional brand assets, such as photo productions (including briefings, attendance at shoots, and feedback).

  • 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.

GET IN TOUCH

Publications and Awards

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