Packaging is something we're bombarded with on a daily basis. So creating an eye-catching packaging design that can be reproduced for years is a real challenge, especially with design trends now demanding biodegradable or renewable packaging.
Now more than ever, packaging design matters. The designs below show the direction in which many different industries are focusing their packaging design for years to come.
Halo is an adventurous brewery that takes the traditional recipes of rare styles of beer and experiments with the ingredients. With a taproom and bottle shop that welcome inquisitive visitors, the brewery needed an approachable brand that matched its unconventional sensibilities.
“We created a logo, labels and packaging that use geometric patterns in unexpected colours, resulting in a look that’s energetic, modern and a bit rebellious,” explains Claire Dawson, creative director at Underline Studio, the studio behind the project. “This direction was very intentionally chosen as a way for Halo to stand apart visually in the craft beer space.”
Dawson admits it was a challenge to keep each label unique while still being recognisable as part of a larger system. “But finding abstract ways to graphically represent each of the beers was our favourite part of the project,” she adds.
02. Juice Society
Third-year design student Ryan Hicks was tasked with revamping the visual identity of Austin-based juice bar Juice Society as it expanded into the wholesale market. “They felt that their previous identity was too rustic and gave an outdated reflection of their upbeat spirit,” explains Hicks, adding that the company has a philosophy of promoting realistic balance when it comes to wellness.
“I decided to convey this playful attitude through an ecosystem of whimsical, somewhat scientific iconography that hinted at the juice’s benefits, but provided some element of optimism,” he says. “I also wanted to convey the brand’s unconventional approach to the health realm, so to stand out on refrigerator shelves and catch shoppers’ eyes, I chose to design the labels to be as minimal as possible.”
03. Stefano Sauces
Montreal-based agency lg2 took an original approach to its branding of the first ready-to-eat products from well-known chef Stefano Faita and his partner Michele Forgione. Featuring a jovial, energetic caricature of Faita, the identity gives each sauce a unique typographic treatment – with nutritional and legal information presented in an unusual vertical fashion outside the shape.
“It was a major challenge to differentiate the brand in this type of category, where all brands merge into one,” says David Kessous, creative director at lg2. “The concept’s originality produced a real, appealing identity and packaging that leaps out.”
04. Fierce & Noble
Bristol studio Halo was approached to create a strategy, name, brand identity and packaging for a new craft brewery in St Werburghs, Bristol. The name – Fierce & Noble – represents the brewery team’s fierce independence and respect for the heritage of the craft, while the bold creative, custom type and bespoke patterns reflect the local vibrancy of its location.
“The product needed to jump out on bar and shelf,” explains Halo design director Andy German. “And what with the brewery being in a creative vibrant area of Bristol with other craft breweries in it, it made sense for the building to stand out and be seen. The main pattern for the brand was based around the ampersand we made – my eyes went a bit fuzzy creating this one.”
Musician Beck’s latest album Colors sports a customisable record sleeve created by designers Jimmy Turrell and Steve Stacey. Formed from layers of different die-cut coloured transparencies, the cover can be assembled into a bespoke sleeve by listeners.
“We decided on a route of colour and shape – simple and strong,” explains Turrell, who was art director and video director on the project. “We tried not to set too many restrictions on where we went with this in the initial stages. We started looking at a whole range of things for inspiration – childhood games like Ludo and Connect 4, old VHS and cassette packaging, all the way through to artists like Bridget Riley and Piet Mondrian, and Beck was really open to us experimenting. Seeing it all out there – and the positive feedback it’s been getting – is really satisfying.”
When Québec-based microbrewery Boréale launched a new series of beer, Artisan, it tasked creative agency lg2 with designing the new identity. “The client’s main objective was to restore the brand’s credibility among fans of microbrews,” explains graphic designer Marie-Pier Gilbert. “We had to establish Boréale in a niche segment without detracting from its mass appeal.”
lg2 worked hand-in-hand with the master brewer. For some products, the recipe influenced the artistic direction; in other cases, the reverse happened. “For example, for the Pilsner des Mers, the name and design were developed first, which then inspired the master brewer to give the recipe a salty note,” says Gilbert. “Flexibility and listening were a big part of the teamwork.”
Thirst is a design agency specialising in the craft drinks industry, and it's currently exploring new techniques and executions in packaging design as part of its Studio Series. This range of bottle labels for luxury wine brand Moses Lake Cellars was designed to work as a collective on a dinner table.
"We wanted to explore typographic lettering techniques that were bold and youthful, yet still carry the luxurious qualities associated with wine," says Thirst. To give an extra touch of luxury, the studio used heavy paper stock, and each label is double folded, white onto gold.
08. CS light bulbs
Everyday products such as light bulbs tend to lend themselves to fairly utilitarian packaging, but these, produced by Belarus electrical company CS, boast beautiful boxes that turn the product into an important part of the packaging design.
Designed by Angelina Pischikova, with line illustrations by Anna Orlovskaya, this amazing packaging uses detailed drawings of insects, and the bulbs themselves are paired with certain bugs depending on their shape and size. Long, thin bulbs are stored in dragonfly boxes, while the coiled stripes of an energy saving bulb become the abdomen of a bumble bee.
Located in the heart of Belgrade, Serbia, Dolce is a cake shop that combines traditional techniques with a modern approach. Independent design studio Metaklinika was tasked with creating a range of packaging for the brand. The whimsical result takes inspiration from Baroque aesthetics, and uses iconography based around the theme of Alice in Wonderland.
10. Leafs by Snoop
With cannabis slowly becoming less and less illegal in the USA, cannabis branding is increasingly becoming a thing, complete with packaging to match. Snoop Dogg brought in none other than Pentagram to design the brand identity and packaging for his line of cannabis products: Leafs by Snoop.
Stepping far away from the idea of furtively buying a grubby little bag of greenery, Pentagram's designs include a distinctive leaf-based logo (including an animated version), luxurious weed boxes and a range of edibles including six chocolate bars and cannabis sweets called, of course, 'Dogg Treats'.
11. Colour me Blind
For her graduation project at , graphic design student Alexandra Burling wanted to see if it was possible to create an aesthetically appealing packaging design for the visually impaired. Following her research period, she decided to focus on groceries.
“I wanted to give blind people the liberty of doing something so obvious as going down to the supermarket and buying milk,” explains Burling. "The aim was to provoke discussion and pave the way for innovative thinking about how packaging design can appeal to more senses than sight."
Copenhagen design studio Bessermachen created this frankly beautiful branding and packaging design to reflect the handmade aesthetic of the caramel producing Karamelleriet.
Creating an entirely new visual identity that contains everything from the logo to packaging to display and flyers, Bessermachen has achieved an expression that is caramel production worthy.
Back in 2014, Liquorice Allsorts had a mini facelift from Bond Creative Agency for Cloetta – a leading confectionary company in the Nordic region. The new packaging used the traditional sweets' distinctive shapes and colours and used them as the basis for a more modern design.
The agency's recent update for Cloetta's Black and White edition follows the same theme, but with the colour stripped away. "The silver print and matt finishing give a tasty touch to the functional cardboard box," says Bond.
14. Spine Vodka
German designer Johannes Schulz created this inspirational packaging for Spine Vodka. "It was a private project I started after my graduation of an international communication design school in Hamburg, Germany," he explains. "Spine is a high quality product just like the design, reduced and simple with a consciously 'twist' in his message and a memorable name fitting to the project."
Integrated the spine with the ribcage to communicate a product with a 'backbone', the uniqe 3D design approach sets it aside from its 2D counterparts. "The transparent glass material stands for a product that doesn't have to hide something," Schulz concludes.
London-based creative agency SomeOne created this tactile packaging as part of its branding scheme The Lovely Clinic. Faced with the challenge of branding a beauty client, SomeOne decided it was time to challenge the industry norms. “The beauty sector is awash with images of impossibly beautiful women, who hint that if it wasn't for a particular brand, they would resemble the back of an elephant rather than a glowing example of perfection,” it points out on its website.
“We centred on the visual theme of paint – globally recognised as a way of either enhancing the existing – or a way of working with basic elements to create something astonishing,” adds senior designer Tom Myers.
Next page: 10 more innovative packaging designs