As part of our aim to develop a reactor design framework, we present here our solution for the optimisation of plasma equilibria and tokamak poloidal field systems. A 2-D, free boundary, ideal magneto-hydrodynamic plasma equilibrium solver is described. We use it within the BLUEPRINT reactor design framework to design the plasma equilibria and poloidal field coilsets for future fusion reactors. Plasma shape parameters (R0, A, , ) and integral parameters (Ip, p, li) are controlled for. Novel constrained optimisation procedures for the positions, and currents of the poloidal field coils are presented, in which we account for current, field, force, and positional constraints on the coils. A pulse length constraint is incorporated in the optimisation procedure in the case of pulsed reactors. We conclude by demonstrating our approach on a range of reactor concepts: single-null, double-null and negative triangularity tokamaks.