This thesis is about the influence of culture in packaging design in Brazil, Russia, India, China, South Africa (BRICS) and the United Kingdom. Previous research showed that culture influences communication styles. In addition, research by van den Berg-Weitzel (1999) showed that the communicative value of packaging design is likewise influenced by culture, but that this differs per product category. For this research, packages of the top ten brands of five different product categories (vodka, beer, water, tea, cigarettes) from the six different countries (BRICS + UK) have been collected. These have been analyzed by fifteen experts on eighteen different design elements, such as color scheme, logo size or graphical layout. The results in research show that packaging designs from the six different countries differ significantly from each other. The character and strength of these differences however depends on the product category. In addition, it seems that the differences between packaging designs can be less easy explained by culture than fourteen years ago, which might be due to globalization. Especially the presentations of Vodka and Cigarettes seem quite uniform. For cigarettes, this is according to expectations, because van den Berg-Weitzel (1999) researched this category as well and found similar results. In addition, the results found for bottled water in this research are quite comparable to those of van den Berg-Weitzel. At last, the largest differences in packaging designs have been found for beer and tea. After critically reflecting these results, Design Guides have been created, that explain on which design elements emphasis should be put when designing the respective packagings for BRICS-countries and the UK. Based on these Design Guides, three designers were briefed to design these five differently targeted (at Brazil, Russia, India, China, SA) beers called ‘Brics’, while the target-country was unknown for them. Hence, the only input the designers had was the briefing based on the Design Guide for beer. Each designer made five different Brics-designs and since one designer proposed two different directions in answering the briefing, this resulted in a total of twenty different beer designs with the brand name ‘Brics’. In order to verify whether working with the Design Guide is an effective way to target the BRICS markets, the designs have been independently tested in two ways: The designers were asked about their experience with working with the Design Guide. Project managers were asked to match the different Brics-beers to their target-country. The results of these tests showed that the designers had a positive experience with working with the Design Guide and that these guidelines can indeed be used to target a brand to a local market. Recommendations for improvement are that the guidelines could have been more specific and that some experience with evaluating or designing beer presentations is required.