US company Brandless has taken minimalism to the extreme by trademarking white space in its range of food and home items. Co-designed with Brooklyn agency Red Antler, each product is made up of a single colour with the white box design dropped on top. The text in the boxes is effectively negative space, and is readable thanks to the colour underneath peeking through.
Interestingly, the lack of identity means that the range can dodge a fee known as Brand Tax, which means Brandless is able to sell all the products at a standard price of $3. Read more about the range here.
After the huge success of its American Summer limited edition bottles, sparkling wine brand Chandon approached London-based agency Butterfly Canon to create a new series of limited edition branding. The sleek design retains the elegance and playfulness of the original concept whilst replacing the 'Americana' approach with a more globally recognised nautical theme. This way, European and other non-American customers will further relate to the brand.
Thelma's is a cookie delivery business run by mother and son, Lana and Dereck Lewis. Each day, they lovingly bake chocolate chip cookies and snickerdoodles, and deliver them by the dozen, warm in this brilliant oven-inspired packaging design.
"Great-Grandma Thelma grew up in Monroe, Iowa, and was famous for her snickerdoodle cookies," the agency explains. "In honor of her 108th birthday this year, our client launched Thelma's - delivering warm cookies to businesses and selling ice cream cookie sandwiches at events. Saturday Mfg helped create the branding from scratch.
19. Nike Air
Nike Air is arguably one of the most popular sneaker designs ever released. Not content with a regular old shoebox, Berlin-based agency Scholz & Friends came up with a brand new, reimagined packaging design for its favourite trainers.
Very much taking the 'Air' aspect into account, the team placed the sneakers in an air-tight plastic bag to give the illusion of floating trainers. Highlighting the Air cushioning of the brand, this design also reduces the risk of damage when shipping.
20. Nail packaging
Designer Melissa Archer 's project manages to make a boring set of nails look sexy – getting the thumbs up from us. The simple but clever packaging hangs from the user's belt loop, providing easy access without reaching into a box, bag or pocket and being stabbed. The materials and typography used for the design adds a touch of sophistication and desirability to what would usually be thought of as a pretty mundane object.
Luxury perfumier Penhaligon’s is known for being witty, creative, and quintessentially English. So when creating its gift packaging, independent design agency Jones Knowles Richie took this theme and ran with it. The decadent packaging designs feature offbeat wildlife illustrations, luxurious velvet ribbons, and an unusual colour scheme that mixes jewel tones and golds with pops of bright green and coral.
22. McDonald's Fries
How about a side of art with your burger? McDonald's packaging is as recognisable as packaging comes but artist Ben Frost decided to mix things up by drawing some famous faces as well as some pop-culture icons onto the red and yellow box.
23. Phantom Cigar
Here, designer Alex Pabian uses old naval symbols and a minimal design to reinvent the packaging for an exclusive brand of cigars. Alex is a Polish/South African graphic designer and art director, currently based in Miami, Florida. This project involved the redesign of the case, labels and tubes, with a vintage look and feel.
24. Onuma Honey
This offering from Japanese studio Akaoni Design is a bee-utiful example of 'less is more' when it comes to packaging. It consists of a small jar, simple stickers and classic brown paper, with an array of sweet coloured stamps to finish it all off. Art direction and design was taken care of by Motoki Koitabashi and it's clear he knows what's he doing when it comes to making a striking impact in the aisle.
25. Half Acre beer
You won't be able to take your eyes off of these label designs created by artist Phineas Jones for speciality Chicago-based brewers Half Acre Beer. After each beer is lovingly crafted, the label is then designed to reflect the inspiration behind the brew. Ranging from cats and robots to donkeys and daisies, the labels are just as delicious as we expect the beer to be.
Next page: 10 more innovative packaging designs