Cowan
- Open roles
- 0
- Founded
- 1987
- Employees
- 51-200
- Offices
- 5
About Cowan
Cowan is an independent international strategic brand and packaging design agency founded in Melbourne in 1987. Its work connects brand strategy, consumer understanding and design, with a particular focus on fast-moving consumer goods. The agency serves food and beverage, alcoholic drinks, retail, beauty and personal care, healthcare and e-commerce businesses.
The company approaches packaging as part of the shopper’s decision-making process. Its work considers how people recognise products, navigate ranges and choose between competing brands. Brand positioning, audience analysis and category research inform visual identities and packaging systems intended to communicate clearly across retail environments.
From strategy to production
Cowan’s capabilities span brand architecture, naming, visual identity, illustration, typography and tone of voice. Packaging work includes structural concepts, labels, range architecture and design systems for multiple product variants. The agency also develops shopper materials, retail activations, e-commerce assets and digital brand systems, carrying projects through finished art, artwork production and pre-press quality control.
Its portfolio includes the Australian repositioning and black-can packaging strategy for Coke Zero, alongside the creation of the Helga’s bread brand for Sunicrust Bakeries in 1989. Other projects include Billson’s Cordials, Codral Kids, Akashi-Tai Sake, Copper Dog Whisky and Cremissimo. These engagements range from complete brand creation to packaging redesign, character illustration and digital assets.
Sustainable packaging development also forms part of its work, including paper-based condiment portion packaging trials for MasterFoods. This sits alongside its broader packaging services, which combine structural and visual development with the practical requirements of production and implementation.
From its Australian origins, Cowan expanded into European and Southeast Asian consumer markets. It operates through a unified brand and leadership structure, combining an international presence with regional operating entities. Its history includes an earlier presence in China before consolidation around its current international network.
More about Cowan
Leadership and origins
Mark Cowan is Founder & Global Chairman. His background as a supermarket buyer and retail merchandiser informed the agency’s emphasis on shopper behaviour and the path to purchase.
Design methods
The agency applies semiotics, visual hierarchy and consumer psychology to understand how packaging influences brand choice at the retail shelf.
Recognition and outcomes
- Cowan’s Billson’s Cordials rebrand received Gold and the Grand Prix at the 2022 DBA Design Effectiveness Awards.
- The Akashi-Tai Sake packaging redesign by Cowan London won Best Packaging Design at the International Beverage Awards in Japan.
- The research reports a documented 200% sales uplift following the Dr.Ci:Labo rebrand and packaging redesign.
Collaboration
Cowan’s relationship with Coopers Brewery included five continuous years of brand and packaging design partnership across craft beer ranges.
Notable credits
10 creditsOffices
Current and former locations of Cowan
- 24A Victoria Street, Windsor, VIC 3181, AustraliaMelbourne, Victoria, Australia
Melbourne office
HeadquartersOpened 1987
Founding office and overall company headquarters.
- The Commons, Level 1, 285A Crown Street, Surry Hills, NSW 2010, AustraliaSydney, New South Wales, Australia
Sydney office
Opened 1997
Main Australian office. The report reconciles the contact page’s copied postcode to Surry Hills NSW 2010.
- Singapore
Singapore offices
About this office
**Office** Status: active Address: 3 Phillip Street, #09-02 Royal Group Building, Singapore 048693 Email: HelloSingapore@cowan.com Office webpage: https://cowan.com/cowan-singapore/ Opened: 2010 Main Asia office and client studio, operated under the unified Cowan brand. --- **Office** Status: active Address: 1 Keong Saik Road, Singapore 089109 Corporate branch premises, distinct from the Royal Group Building client studio.
- London, England, United Kingdom
London offices
About this office
**Office** Status: active Address: 2nd Floor West, Greenhill House, 90–93 Cowcross Street, London, EC1M 6BH, United Kingdom Email: HelloLondon@cowan.com Phone: +44 (0)20 7837 6950 / +44 (0)7714 770 123 Office webpage: https://cowan.com/cowan-london/ Creative studio operated under the unified Cowan brand through Cowan London Limited. --- **Office** Status: active Address: 1st Floor, 5 Fleet Place, London, EC4M 7RD, United Kingdom Registered corporate office of Cowan London Limited, distinct from the Cowcross Street creative studio.
- 11th Floor, Bitexco Financial Tower, 2 Hai Trieu Street, Ben Nghe Ward, District 1, Ho Chi Minh City, VietnamHo Chi Minh City, Ho Chi Minh, Vietnam
Ho Chi Minh City office
Direct regional office operated through Cowan Vietnam Company Limited.
- Beijing, China
Beijing office
Former officeFormer direct office within Cowan’s Greater China footprint. The closure year is not established.
- Shanghai, China
Shanghai office
Former officeFormer direct Cowan studio serving the Chinese market. The closure year is not established.
Open roles
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