ABOUT US
Packaging that performs when it matters
We help established FMCG brands protect shelf space, win listings and turn packaging into a commercial advantage.
Who we help
We work with established packaged goods brands who already have product in market, but know it could be performing better.
The moment that
changed everything...
The print shop floor...
In 2010, I stood on a print shop floor watching a product launch unravel weeks before retail launch.
The design looked strong on screen.
On press, it didn’t behave.
The client faced a choice:
Costly reprint — or accept below-par packaging.
I had raised the risks earlier in the process.
But like many growing brands, they had trusted a polished design agency who lacked packaging production expertise.
That moment wasn’t rare.
I kept seeing the same pattern:
– Strong product.
– Ambitious growth plans.
– Retail deadlines locked in.
– Packaging decisions made without experience guiding them.
When complexity increased, confidence collapsed.
And the financial risk landed on the founders.
Why Goulding Media exists
After watching too many brands cornered into print compromises, I stopped pointing out problems and started directing projects.
Step in early, challenge assumptions, provide guiding ideas to solve problems before they became expensive issues.
More launches went smoothly.
Reprints reduced & results improved.
Everyone was happy.
Eventually clients asked:
“Why aren’t we working with you from the start?”
In 2012, Goulding Media became the answer.
A packaging-led brand service built around commercial performance.
- Creative shaped by production knowledge.
- Packaging systems engineered for scale.
- Retail-ready execution from concept through to print.
We remove risk at strategy stage — not at press stage.
Our earliest success
One of the first brands to benefit from this shift was Bonds of London.
THE CHALLENGE
- A respected confectionery brand with slowing sales and a fragmented range.
- They wanted to launch 50+ products.
- The budget wouldn’t stretch to 50 separate packaging setups.
THE SOLUTION
- Developed an effective packaging system
- 50-product range launched within the budget of a 15-product setup
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£10,000+ saved in print origination costs
THE RESULT
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Year-on-year record sales growth
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Expanded retailer listings
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Acquisition in 2016
What we believe
Packaging is most brands’ largest advertising space.
When it underperforms, the impact hits you commercially.
It affects:
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Rate of sale
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Retail confidence
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Expansion potential
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Business value
Packaging isn’t decoration.
It’s leverage.
Who we are
Paul Goulding
Founder & Director
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20+ years in consumer packaging, design and production
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Career began at SGK (formerly Schawk), working on global brands including Unilever, GSK and Johnson & Johnson
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End-to-end packaging knowledge — from concept through to reprographics and print production
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Focus: commercial outcomes over creative applause
Trusted by leading brands since 2012
We’ve had the privilege of working with some of the most respected brands in their industries. Their trust in our expertise is a testament to our quality and reliability.
If your packaging isn't working as hard as it should, let's look at it properly.
Book a Packaging Performance Conversation.
Bring information on your current range, and the troubles you are having.
We’ll assess where it’s underperforming — and where the opportunity sits.
We will help become Confident to Shelf™
Image: Since working together in 2023 to refresh the brand & packaging, Buchanan’s have grown in sales year-on-year to become Scotland’s No.1 Selling Confectionery Brand.