Carter Wong Design

What Carter Wong Design does

Carter Wong Design (legal entity Carter Wong Design Limited) is a London-based, privately held brand design and marketing agency founded in 1984. It operates as a professional services firm providing brand strategy, visual and verbal identity, packaging design, website design, editorial and print design, campaigns, animation, photography, bespoke typeface creation and exhibition/environmental design. The firm organizes its offering around three service clusters — Launch, Shift and Grow — and assembles bespoke specialist teams around each project rather than delivering through a standardized product platform.

The client base spans FMCG (Cornetto/Unilever, Nestle, Barilla, United Biscuits, Waitrose, Lizi's, Nomadic, Aduna, TicketyBrew, Winsor & Newton, Ocean Spirit, Glacialis/Norebo), B2B and professional services (Octavian, Caden, Protean Electric, Kin + Carta), and heritage and cultural organizations (English Heritage, National Gallery, Hurtwood, Ivory Press). Marquee engagements include a 320-SKU global Cornetto packaging rebrand tied to over $1.5B in sales, a Glacialis brand launched across five continents, packaging redesign for Nomadic Lassi that drove 335% sales growth, and a 366% growth outcome for an adult soft drink post-rebrand.

Revenue is generated through phase-based project fees, with 25% invoiced at project commencement and the balance on completion of each stage; outside services (photography, illustration, typesetting, mock-ups, prints) are billed separately with a consultancy commission. Billing is project-based and multi-year in cadence where clients engage for full rollouts. The firm is founder/management-owned with no disclosed external investment, operates at 1-10 employees, and relies on a website portfolio plus direct business development led by Managing Director Sarah Turner as its primary go-to-market motion.

Name

Carter Wong Design

Legal name

Carter Wong Design Limited

Website

https://carterwongdesign.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Carter Wong Design is a London-based brand design and marketing consultancy founded in 1984, serving FMCG, B2B and heritage clients globally with brand strategy, identity, packaging, digital, editorial and campaign work on a project basis.

Ownership category

akta.pro rank

Product category

Brand Design & Packaging Consultancy

NAICS

Graphic Design Services (541430), Graphic Design Services (54143), Professional, Scientific, and Technical Services (541)

SIC

Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Visual Identity & Brand Design Systems (BPAFAEAC)

akta.pro secondary industries

Packaging & Brand Identity Creative Agencies (MPAAAAAN), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Exhibition, Retail & Experiential Design (BPAHAKAL), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)

Keywords

• Brand identity design
• Packaging design
• Visual identity
• Brand strategy
• Creative branding agency

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Design Consultancy Services: Phase-based project fees for brand strategy, identity creation, packaging design, and related creative services. 25% of project fees invoiced at commencement, balance due on completion of each stage. Payment terms of 30 days with interest charged on late payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Carter Wong Design is a London-based brand and design consultancy that sells project-based creative services including brand identity creation, visual identity, packaging design, website design, print design, campaigns, animation, photography, brand guidelines, and brand roll-out. Engagements are delivered directly to client businesses by agile, specialist teams assembled per project and structured around three clusters: Launch (new ventures, products, businesses), Shift (repositioning perceptions), and Grow (expanding ranges and markets).

Product overview

Carter Wong Design operates as a brand and design consultancy offering a comprehensive suite of creative services. Their offering is structured around three core service clusters: Launch (new ventures, products, and business launches), Shift (repositioning existing brands), and Grow (expansion and brand extensions). The portfolio includes Brand Identity/Creation, Visual Identity, Packaging Design, Website Design & Digital, Design for Print, Campaigns & Marketing Communications, Brand Refresh, Illustration & Bespoke Typeface, Animation & Moving Image, Photography & Art Direction, Brand Guidelines, Exhibition Stand & Environmental Design, and Market Intelligence & Research. Services are delivered through agile, project-based teams assembled around each client's specific needs rather than a software platform or modular product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Identity Creation Comprehensive brand identity development including visual identity systems, verbal identity, brand positioning, and naming services for new ventures, product launches, and business repositioning engagements delivered to B2B clients.

Quantifiable outcome

• Cornetto became top three global ice cream brand in 2016-17 with $1.5B+ global sales following rebrand
• +3 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Wolff Olins: Global brand consultancy (now part of Omnicom) delivering brand strategy, identity, and verbal identity for major corporates — directly comparable scope and client tier to Carter Wong's offering.
• Pentagram: Multi-partner brand and design consultancy with London presence; competes head-to-head with Carter Wong for premium identity, packaging, and brand-system engagements with enterprise FMCG and B2B clients.
• Elmwood: Brand design consultancy with London studio offering brand strategy, identity, and packaging design for major consumer brands — overlaps directly with Carter Wong's core service lines.
• Mother Design: Creative brand and design sister-agency of Mother; competes for premium identity, campaign, and brand experience engagements with similar-sized enterprise clients.
• Saffron Brand Consultants: Independent global brand consultancy focused on brand strategy, identity, and naming for corporates and FMCG — competes with Carter Wong on premium, outcome-driven brand engagements.
• Pearlfisher: London-based branding and packaging design agency with deep FMCG expertise; comparable to Carter Wong's packaging-led client work for global consumer brands.
• Bulletproof Design: Independent London branding and packaging agency delivering identity, structural design, and brand experience work for FMCG clients similar to its portfolio.
• Design Bridge: London-based Superunion/Brand Union heritage brand and packaging design agency; directly comparable service mix (identity, packaging, motion) and a similar blue-chip FMCG client base.
• Landor & Fitch: WPP-owned brand consulting and design firm specializing in brand strategy, identity, and packaging across global markets — competes with Carter Wong for the same FMCG and B2B enterprise mandates.

Emerging players

• SomeOne: London-based independent brand and digital design studio with growing FMCG and tech client base; comparable in scale and service mix but with stronger digital product focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/carterwong_ldn

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Carter Wong Design