Pacoon

What Pacoon does

Pacoon is a privately held German communications and packaging design agency group operating through three wholly-owned legal entities: pacoon GmbH (Munich, headquarters), pacoon Hamburg GmbH (regional subsidiary founded January 1, 2018), and pacoon Sustainability Concepts GmbH (Hamburg, sustainability-focused subsidiary). The firm delivers packaging design, brand strategy, naming, logo design, graphic design, claim/tagline development, artwork preparation, point-of-sale marketing, corporate design, and sustainability consulting — with the "PACOON Metamorphosis" methodology framing its end-to-end approach of converting products into emotionally appealing brand offerings. It serves enterprise and mid-market clients across food and beverage (EGGER, Bernbacher, Houdek, Bergader, Milram, Greenforce), confectionery (PEZ International), healthcare/pharma (OmniVision), consumer goods (C.&E. Fein, Aeroxon, Bedifol), and sustainable packaging supply chain (Landpack, Mondi), primarily in Germany with footprint cases in Austria and Switzerland.

The underlying delivery model is project-based professional services: clients are billed on agreed hourly rates for actual effort rendered, with monthly invoicing, a 15% handling fee on reimbursed external services and travel costs, and separate presentation/pitch fees for early-stage concept work. Cost estimates may be exceeded with written client approval required once overruns cross 10%. The agency combines creative design with sustainability consulting, specializing in paper-based and fiber-based packaging alternatives (straw, hemp) and "appetite appeal" optimization for food packaging to drive purchase decisions at point of sale — a capability demonstrated by the Greenforce packaging redesign that delivered a 50% higher purchase decision rate versus the main competitor in consumer testing. The firm's brand management work on the EGGER Bier portfolio won the German Brand Award 2020 in the "Excellence in Brand Strategy and Creation" category from the Rat für Formgebung (German Design Council).

The go-to-market is direct enterprise field sales through consultative engagement: briefings, concept presentations, and collaborative design development targeted at brand owners, manufacturers, and food companies. Marketing channels include the pacoon.de website with detailed case studies, a newsletter, Open House events, and brand-building through EHC Red Bull München Starter Sphere membership (2025/26) and bayern design association participation. The company is founder-managed with five named Managing Directors (Micha Goes, Peter Désilets, Volker Muche, Daniela Schuch, Elke Pietzsch) and reports a headcount of 1-10, operates with no disclosed external funding or institutional investors, and holds no patents. AI use is limited to interactive event demonstrations; the firm has not disclosed proprietary AI products or research.

Name

Pacoon

Legal name

pacoon GmbH

Website

https://pacoon.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Pacoon is a German packaging design and brand strategy agency group (Munich and Hamburg) serving enterprise food, beverage, and consumer goods clients with packaging design, branding, and sustainable packaging consulting under the PACOON Metamorphosis methodology.

Ownership category

akta.pro rank

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative Services (Project-based): Billed based on actual effort using agreed hourly rates. Services include branding strategy, packaging design, graphic design, naming, logo design, claiming, artwork, and corporate design. Clients reimburse all pacoon expenses plus 15% handling fee.
2. Presentation/Pitch Fees: Development of conceptual and design ideas along with client presentations occur against payment of agreed presentation fees or pitch fees. Acceptance of presentation fee does not constitute consent to use pacoon's work.
3. External Services Coordination: Pacoon coordinates external services and third-party contractors on behalf of clients, charging a 15% handling fee on all external services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Pacoon is a German communications and consulting agency that delivers packaging design, brand strategy, and sustainability consulting for brand owners, manufacturers, and food companies. The firm converts products into emotionally appealing brand products through clear strategy, inspiring design, and sustainable packaging solutions, with measurable impact on shelf appeal and sales. Services span the full creative chain from brand strategy, naming, and logo design through to artwork, print-ready production, and POS marketing, delivered by three entities in Munich and Hamburg.

Product overview

Pacoon is a communications agency and consulting company specializing in strategy, design, and packaging design, as well as sustainability consulting and packaging material development. The company operates through three entities: pacoon GmbH | strategie + design (Munich), pacoon Hamburg GmbH | strategie + design, and pacoon Sustainability Concepts GmbH. The core service offering centers on packaging design, supplemented by brand strategy (Brandingstrategie), naming, logo design, graphic design, claiming, artwork preparation, flyer design, POS marketing, and corporate design services. The sustainability division (pacoon Sustainability Concepts) provides specialized consulting for sustainable packaging solutions, including fibre-based packaging and eco-friendly material selection. The company serves international clients across food and beverage, consumer goods, and industrial sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Packaging Design (Verpackungsdesign) Core packaging design service covering development and design of packaging materials, structural packaging, and sustainable packaging solutions for brand owners across food, beverage, consumer goods, and industrial sectors.
• Brand Strategy (Brandingstrategie) Brand strategy development including brand positioning, brand personality definition, and brand architecture to create unique brand identities for product companies.
• Sustainability Consulting (Nachhaltigkeitsberatung) Sustainability consulting for packaging, including eco-friendly material selection, fiber-based packaging solutions, and sustainable packaging strategy, delivered by the pacoon Sustainability Concepts GmbH subsidiary.
• Corporate Design Corporate identity and design system development including brand guidelines and visual standards for companies seeking consistent brand expression across touchpoints.
• Naming Brand naming service for new products, sub-brands, or company renaming with strategic naming concepts.
• Logo Design (Logodesign) Logo design and redesign services to create distinctive visual brand identities for brands and product lines.
• Graphic Design (Grafikdesign) Graphic design services for packaging, marketing materials, and brand collateral.
• Claiming (Slogan/Tagline) Slogan and tagline development for brand communication and marketing campaigns.
• Artwork (Reinzeichnung) Professional artwork preparation and print-ready file creation for packaging and marketing materials.
• POS Marketing (Point of Sale Marketing) Point-of-sale marketing materials including displays, shelf marketing, and retail activation to drive in-store purchase decisions.
• Flyer Design Flyer design and production for marketing and promotional purposes.
• Briefing Project briefing service to define project requirements, objectives, and deliverables for client engagements.

Quantifiable outcome

• 50% higher purchase decision rate vs main competitor for Greenforce packaging redesign
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• EHC Red Bull MünchenminorGTM or Marketing Partner · 1 January 2025Pacoon became member of EHC Red Bull München Starter Sphere for the 2025/26 season. Starter Sphere is a family of sponsors supporting the ice hockey organization, providing brand visibility and marketing association opportunities.
• MELVILLEminorStrategic or Co-development Partner · 1 March 2023Neighboring graphic design agency sharing joint premises with Pacoon in Munich. Both agencies collaborated on Open House events providing interactive stations for visitors to experience packaging, brand design, and graphic design work. Both agencies are members of bayern design association.
• bayern designminorOthersSupporting association for design in Bavaria. Organizes design events including Open House activities. Pacoon and MELVILLE are members of this association, participating in organized industry events.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pacoon