The role of design is not limited to developing tangibles outcomes as an operational tool but in recent times has expanded to a strategic one. Corporations' acknowledgement of design has shifted from product development toward cultural transformation and increasingly design-led. However, there has been little research to investigate how to embed design as a cultural entity within different industries in order to defy a limited role of design exploitation. In addition, although the FMCG industry produces brands embedded in our lives, it has not drawn academic attention, compared to the electronic and IT industries. Hence, this paper proposes a framework to assist the FMCG industry in enhancing the role of design within brand development and, through this consistent design exploitation, aims to assist FMCG organisations attain a design-led culture.