Packaging for Brand Development

This redesign led to $300M in annual sales — because Spindrift focused on ONE critical thing: They defined a core mission — the concept of being “REAL” — and let all design decisions flow from that. For context: Spindrift uses real fruit juice, which is a differentiator in its category, but its original design barely communicated that… ❌ Sterile-looking can; the dripping fruit looked gross ❌ The term “fresh squeezed” was generic ❌ Calorie count and “no sugar added” gave diet vibes When it rebranded in 2016, it fixed those problems with… ✅ An appealing fruit (instead of the brand name) in the center ✅ The term “fresh squeezed” replaced by “real squeezed fruit” — which is clear, unique, and framed as a recipe ("sparkling water & real squeezed fruit") ✅ The bottom now says: “Yup, that’s it.” — a clever line emphasizing how REAL it is. ✅ By filling the lower half of the can with color, they communicate how flavor-filled it is. Now ask yourself: Are you being this clear on your CORE MISSION — and are you doing everything you can to convey it? It’s a $300 million question. 👉 𝗪𝗔𝗡𝗧 𝗙𝗘𝗘𝗗𝗕𝗔𝗖𝗞 𝗢𝗡 *𝗬𝗢𝗨𝗥* 𝗣𝗔𝗖𝗞𝗔𝗚𝗜𝗡𝗚? I’m hosting a call to give free feedback to CPG founders! https://lu.ma/vhvfexhc If this post was helpful, please share it and follow Jason Feifer for more.

Water in milk cartons, olive oil in squeeze bottles, sunscreen in whip cream cans, moonshine in motor oil containers. While most companies can't afford to invest significant sums into custom packaging like Califia, Welly, Olly and Method, many have still found ways to punch above their weight, disrupt categories and build brand equity by appropriating stock packaging options from other categories. The key is knowing which structures to hijack and why, as simply being different for difference-sake isn't enough. Here are 5 approaches and principles to use when selecting a stock structure: 💥 Disrupt the Matrix  Stillhouse disrupted bottled spirits with a stainless steel can. Forty Ounce Wines broke the wine bottle mold with the infamous malt liquor bottle. Vacation's whip cream can turns heads in sunscreen. The more common a particular packaging format is, the greater the opportunity to standout. The key to success is blending novelty with functionality to both fit in and stand out. 🧲 Attract New Audiences Local Weather connected with Gen-Z by ditching traditional plastic bottles and becoming the first sports drink to use an infinitely recyclable bottle. Underwood spoke to consumers tired of wine's stuffy image by canning high-quality wine. Liquid Death needs no explanation. Category codes are meant to be broken, particularly as each new generation of consumers arises, which makes packaging a powerful tool to subvert entrenched norms. 🥛 Leverage Associations Paper board cartons trigger thoughts of milk, so Blue Bottle ingeniously used a milk pint for its first iced coffee product with dairy. Smart Home Farm's granola in a carton reinforces eating it with milk and enjoying for breakfast. Flo uses an ice cream pint for their tampons to cheekily hint at period-cravings. The more common a structure is in a category, the more associations is accrues, which can then be leveraged to subconsciously communicate information, so long as consumers can intuit the meaning. 🎉 Create Occasion Graza famously launched olive oil in plastic squeeze bottles to make in-home use fun, easy and fresh after recognizing this use in restaurants. Fred Water’s plastic flask bottle fit easily into the back pockets of bicycling urbanites on-the-go in cities like NYC, on top of giving it an edgy vibe. Underwood’s canned wine opened up pools, beaches and places where glass is prohibited. Novel packaging in a given category can encourage new usage occasions and consumer opportunities to great success. 🗣️ Communicate Values  Culina yogurt used terracotta pots to reinforce it's plant-based ideals. Boxed Water fights for more sustainable futures. Underwood and Forty Ounce Wines knows quality doesn't have to come in a bottle. Packaging, used wisely, can reinforce strong company beliefs amidst competitors. So while custom structural design can create immense value, so too can the appropriation of stock packaging with the right strategy and insight.

Sleek is safe. And safe doesn’t sell anymore. The new shelf strategy? Color, chaos, and character. For a decade, brands chased sleek design, white space, lowercase sans-serifs, “clean girl” everything. But in 2024, something changed. The shelf got crowded. Gen Z got louder. And brands started fighting harder for attention. The result? A wave of packaging that's anything but quiet. This isn’t a trend, it’s the market speaking loud and clear. - Bold colors - Maximalist typography - Packaging that looks like it has a personality - A little design chaos (on purpose) - Just the right amount of weird Design that doesn’t whisper “I’m premium.” It shouts “LOOK AT ME.” And it works. 𝟭𝟬 𝗕𝗿𝗮𝗻𝗱𝘀 𝗧𝗵𝗮𝘁 𝗔𝗿𝗲 𝗢𝘄𝗻𝗶𝗻𝗴 𝘁𝗵𝗲 𝗦𝗵𝗲𝗹𝗳 👇 1. 𝙇𝙞𝙦𝙪𝙞𝙙 𝘿𝙚𝙖𝙩𝙝 - Water, but make it metal. 2. 𝙋𝙤𝙥𝙥𝙞 - Gut health meets Gen Z moodboard. 3. 𝙂𝙧𝙖𝙯𝙖 - Olive oil rebranded for the scroll generation.  4. 𝙈𝙖𝙜𝙞𝙘 𝙎𝙥𝙤𝙤𝙣 - Nostalgic cereal for grown-ups.  5. 𝙑𝙖𝙘𝙖𝙩𝙞𝙤𝙣 𝙄𝙣𝙘. - SPF with main character energy. 6. 𝙁𝙡𝙮 𝘽𝙮 𝙅𝙞𝙣𝙜 - A flavor bomb with packaging that hits just as hard. 7. 𝙁𝙡𝙤 - Disrupting a quiet category, looks like candy, happens to be tampons. 8. 𝙂𝙝𝙞𝙖 - A non-alc brand that feels like vibe in a bottle. 9. 𝙂𝙤𝙤𝙙𝙡𝙚𝙨 - Mac & cheese with a 90s aura. loud & lovable. 10. 𝙊𝙢𝙨𝙤𝙢 - Asian pantry staples in maximalist packaging.  𝗪𝗵𝘆 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀 (𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝗼𝗻 𝗚𝗲𝗻 𝗭) Gen Z doesn’t just shop, they scan. They scroll. They filter. They’re not reading your copy. They’re reacting to your feel. This is a generation that: - Has $360B+ in spending power (and growing) - Makes purchases emotionally - Loves brands that feel fun, bold, expressive - Skips "clean" for cultural relevance They want to pick something up and feel: “This was made for me.” 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 Minimalism made brands feel polished. Color makes them feel personal. And in today’s crowded aisle, your packaging has 3 seconds to make someone care. What brand has stopped you in your tracks lately? Always collecting packaging gold. #PackagingThatPops #CPGDesignTrends #PackagingDesign #Branding #BrandMarketing

Sustainable doesn't sell? The uncomfortable truth most eco-conscious marketers won't admit... Sustainability may be necessary for brands, but creativity is what makes them sell. Imagine walking into a store where every "green" product looks identical: - Same muted earth tones - Same kraft paper packaging - Same recycled materials with identical textures - Same generic leaf icons and eco-messaging It's no different for your brand in today's crowded market. When everyone touts sustainability credentials, those who pair eco-consciousness with genuine creativity capture customer attention and loyalty. Here are some ways to stand out: Sustainable Materials Don't accept dull as the price of being eco-friendly. Sustainable materials can be beautiful and innovative - take Nike's ocean plastic sneakers that maintain visual appeal. Waste as Art One brand's waste becomes another's masterpiece. Adidas partnered with Parley for the Oceans to transform plastic waste into coveted footwear - not just recycled, but reinvented. Innovative Packaging Your eco-friendly packaging should spark joy. Plantable seed paper tags allow customers to grow flowers from your product tag, creating an emotional connection. Compelling Storytelling Consumers love meaningful stories. Patagonia's conservation narratives inspire loyalty beyond their products. Experiential Sustainability Create immersive eco-friendly experiences through pop-up events or interactive recycling programs that engage customers. Your goal is to enable consumers to make sustainable choices without sacrificing the joy of beautiful design. Remember: Every time you settle for boring sustainability, you lose customers to brands that make eco-friendly exciting. ✍️ Your insights can make a difference! ♻️ Share this post if it speaks to you, and follow me for more.

Almost all brands focus on "creative branding". The real game? Bold branding. After spending 10+ years in the media industry I can tell you that 100% of the brands who position themselves uniquely in the market outshine the competition. For instance, look at Paperboat. Here's how they went bold: 1) Their packaging design broke all the rules of traditional beverage marketing. Instead of bright, flashy bottles, they used simple, clean pouches with gentle colors and hand-drawn art.  This made them look completely different from any other drink on the shelf. 2) They used storytelling in their ads when other brands were using celebrities and loud music. Their ads were like short films about childhood memories, making people feel emotional about simple drinks.  They focussed on making people feel something instead of just selling. 3) They kept their product names simple and local - like Aam Panna instead of "Raw Mango Cooler" or Chilli Guava instead of "Spiced Guava Beverage." This made their products feel more authentic and honest. Making a product or a service and talking about it isn't branding. How you: - Package the product - Position it in the market - Build a connection with the audience Decide whether you'll build a brand or not. Remember: Building a brand is harder than selling a product. PS: What's your favorite beverage brand?

The way colors interact with each other can make or break your brand’s perception. Yet, it’s one of the most overlooked aspects of branding. Many brands fall into the trap of relying on broad, generalized meanings for colors, like red for passion or blue for trust. ↓↓↓ While these are helpful, they aren’t the FULL story. The real power lies in how colors interact with each other within a palette. For instance, vibrant red and green appeal to the holidays, but pair that same red with deeper, muted reds, and you get a luxurious vibe. Hot pink might feel fun or feminine on its own, but combine it with black, and it suddenly exudes confidence and bold energy. The interplay of hues can subtly shift how customers emotionally connect with your brand. But don’t overlook trends either! Take Pantone’s recent Color of the Year, Mocha Mousse. While it might initially seem bland, its ties to sustainability make it a valuable accent for eco-conscious brands. I used it strategically for a high-end chocolate brand, not as the main color, but as an accent. Combined with richer hues, it told a deeper story about sustainable production and high-quality craft, steering away from overused color palettes in the industry. 💡 What’s the key takeaway? Your brand is more than JUST a color. Color is one of the first forms of communication. And how those colors interact, tell a story, and connect emotionally with your audience. Look at how your hues interact across visuals, packaging, and marketing touchpoints. Subtle shifts in contrast or tone can make a big difference in how your audience connects emotionally. Always test your palette as a whole. One approach I love to use when designing brand identities comes from the principles of Joseph Albers, who studied how our brains perceive colors differently depending on their surroundings. For brands, testing how your colors interact with one another is vital. These combinations tell a story about your brand’s tone, energy, and message. Which colors are driving your brand today? Have you considered what story they are telling? #LIpostingdayJune

5 brutal questions I ask before approving any retail packing (And — “it looks cool” doesn’t make the cut.) Most brands design packaging to impress buyers or win design awards. But the real question is: Can it hold up across production, shipping, retail, and cost? Before I sign off on anything, here’s what actually gets asked: ✅ 1. Can this run efficiently at the co-packer? If it slows down a line, adds labor, or needs special equipment— it’s not scale-ready. It’s a bottleneck waiting to happen. -- 📦 2. Will it ship cost-effectively in a mixed SKU master case? Shelf design is great. But if your packaging doesn’t nest, stack, or palletize cleanly— you’re paying for air. -- 📋 3. Does it meet the compliance checklist for each target retailer? Target ≠ Whole Foods ≠ Costco ≠ Erewhon. If you’re designing for “retail in general,” you’re likely missing critical compliance info and designing for rework, fines, and missed POs. -- 🚚 4. Will it survive transit without needing extra packaging? If your solution requires foam, bubble wrap, or inserts to stay intact— you don’t have a packaging system. You have a workaround. -- 🧠 5. Does it communicate the brand promise in 3 seconds flat? That’s how long you get on shelf. If it’s not clear, immediate, and aligned with your customer— you’ve lost the sale before they touch the it. In retail, you need instant clarity: 👉 What is this? 👉 Why should I care? 👉 Is it for me? -- 📌 Packaging is infrastructure. It touches brand, margin, supply chain, and growth. Get the structure right, and everything else flows easier. #CPG #retailpackaging #packagingdesign #branding -- P.S. If any of this hit too close to home — DM me ✌

Ever notice how WILDLY different product categories speak completely different visual languages on shelf? Take a look at these two shelf pics I snapped recently—they tell a fascinating story about consumer psychology that most shoppers never consciously register: In the dried fruit/BFY snack section, it's a VIBRANT COLOR EXPLOSION. Crispy Fruit's neon purple packaging screams for attention next to Love Corn's sunny yellows. Every brand fighting to be the most visually stimulating option. Meanwhile, the granola section is practically whispering with its sea of earthy tones. Kind, Bear Naked, and Purely Elizabeth all using the same muted palette playbook. This isn't random—it's strategic color psychology: For "serious nutrition" foods, we expect understated packaging that signals authenticity, purity and premium ingredients. The muted granola packaging says "I'm a thoughtful health choice" without saying a word. But better-for-you snacks? They're competing with conventional treats for your dopamine hit, so they maintain that visual excitement while offering healthier ingredients. Their bright packaging subtly promises: "I'm still fun! Just better for you!" The takeaway for emerging brands? 👉 Your packaging color strategy should acknowledge these unspoken category rules—while critically finding that differentiator sweet spot to stand out without alienating shoppers. What do you notice about the packaging strategies on these two shelves? 👇

📝Sustainability and creativity work powerfully together. The most talked-about brands today combine both to stand out from competitors. Many companies think going green means boring design. Actually, the opposite is true. Here's how your brand can blend sustainability with creativity: 1) Better materials, beautiful results: Today's eco-friendly materials look great and perform well. Example: Pangaia uses "grape leather" made from wine industry waste to create stunning products customers love. 2) Turning waste Into wanted products: Smart brands see opportunity in what others throw away. Example: Freitag transforms used truck tarps into one-of-a-kind bags that people eagerly collect and share online. 3) Packaging that serves multiple purposes: Sustainable packaging can be clever and useful. Example: Seed designed packaging that becomes a desk accessory after use, extending its life and keeping their brand visible. 4) Stories that connect with customers: People respond to authentic stories about environmental impact. Example: Emma Bridgewater shows how their factory waste becomes community gardens, building emotional connections with customers. 5) Making sustainability fun and social: Get customers involved in your green mission. Example: Girlfriend Collective hosts recycling events with music and refreshments, turning sustainability into a community experience. 💥The bottom line: Combining sustainability with creativity isn't just good for the planet 🌎; it's good for business 💱. These approaches build stronger customer loyalty and help your brand stand out. What creative, sustainable approach could set your #brand apart today? Follow Makarand Utpat for tips on Leadership, branding and digital marketing. Video credit: artmeetsat57 #sustainability #business #strategy #creativity #packaging #art #innovation

The Most Famous Creative Brief in Branding History? In 1915, Coca-Cola delivered one of the most elegantly written design briefs ever created: “A bottle so distinct that it could be recognized by touch in the dark or when lying broken on the ground.” This isn’t just about designing a bottle—it’s about branding at its finest. The Coca-Cola bottle became the most iconic distinctive asset in history. It’s a perfect example of how a brand’s visual identity can transcend time, culture, and trends to become instantly recognizable. Why does this matter? ↳ Distinctive assets like Coca-Cola’s bottle build mental availability by making the brand easy to recognize and recall. ↳ When customers can identify your brand at a glance—or even by touch—it gives you an unfair advantage in a crowded market. The lesson for marketers today? ⚡ Be distinct, not just different ↳ Focus on assets that make your brand instantly recognizable. ⚡ Consistency is key ↳ Use those assets consistently to reinforce brand recognition. ⚡ Own your space ↳ Be so unique that consumers immediately associate those assets with your brand. Coca-Cola’s bottle wasn’t just packaging—it was a brand-building powerhouse. What makes your brand unforgettable? Share your unique brand asset in the comments below! ⬇️ ♻️Share this post to spark a conversation about iconic branding. Follow Tom Wanek for daily tips on creating a distinct and memorable brand identity.