Hi everyone! Today’s topic is one that has been on my mind for a while: packaging. The packaging of a product - from the shape, to the font, to the color - all matters. So, I’ve pulled together some thoughts on the brands that changed the game, the ones doing it well today, and a few trends I’m starting to notice. Let’s get into it!
The Brands that Made Packaging Matter
I always like to start by looking back in time because if history teaches us anything, it’s that it repeats itself. The brands that changed everything early on still influence how we design and market products today. These are the ones that proved packaging isn’t just what the product comes in - it can be the brand itself.
SHAPE
Coca-Cola’s bottle might be the best example of packaging and shape becoming part of a brand’s identity. The design, inspired by the curves of a cocoa bean, was approved and went into production in 1915, and the goal was for people to be able to recognize it by touch or even from just a broken piece of glass.
What I love is that the shape hasn’t really changed in over a century, and it still works. I think that’s because they weren’t designing for what looked good and unique then, but for something that would still feel right years later. Most people probably don’t think twice about the bottle, but it’s that shape, along with the iconic cursive logo, that makes Coca-Cola instantly recognizable around the world.
COLOR
Tiffany was one of the first brands to truly own a color. Their signature robin’s-egg blue IS the brand. Long before color-based branding became a thing, Tiffany made it so that one glance at that specific shade signaled you were stepping into luxury. How a simple color can signal to a buyer elegance and prestige all at the same time still baffles me, but it worked.
The color strategy is one that luxury brands have followed, like Veuve Clicquot with their unmistakable yellow (yes, yellow, not orange - we learned this in my luxury marketing class). Tiffany proved that a color alone can carry the weight of a brand.
MINIMALISM
Absolut Vodka was one of the first liquor brands to embrace minimalism, and turn it into a full brand identity. The clear bottle, inspired by old Swedish medicine containers, was not trying to do much. It had no crazy labels, no flashy colors. It was simply a clean, clear glass with a bold sans-serif logo, and a simple shape. At a time, other vodka brands were looking loud. So, that minimal look became the entire foundation of their brand and allowed the bottle itself to become the main event. Pretty soon they started building campaigns centered around the bottle itself, such as a collaboration with Andy Warhol, which proved that packaging can become the entire brand if done right.
Great Packaging Today
There are many examples of great packaging today. These are my favorites from a few industries!
BEAUTY
I just finished Glossy by Marisa Meltzer, so I’m fully on a Glossier kick. Glossier is the mother of modern beauty packaging and branding. Like Tiffany’s, they coined “Glossier Pink” early on and built an identity around it. Emily Weiss understood that people crave experiences, so every detail, from the pink bubble wrap pouch to the logo font and placement, made opening a Glossier box feel special. To me it’s the Apple of beauty. Glossier provides the same feeling of unboxing your new iPhone as it creates anticipation but appeals to our desire for luxury experiences.
This choice of Glossier might feel a bit dated with Rhode on the rise and getting attention for its look and branding, but Glossier still feels like the modern pioneer to me. Rhode has to prove it to me a little more.
BEVERAGES
I could not be more obsessed with Ghia’s packaging. I genuinely think their packaging alone might turn the masses sober (it’s a non-alcoholic aperitivo, of course!). It plays into this vintage look with the bottle’s ridges, cork top, and classic silhouette. People today love being reminded of that old-school, vintagey feel, and Ghia nails this. But it then also adds a modern touch through its rich, contrasting colors and a clean, consistent logo. It’s the perfect balance of retro and fresh. This is 100% a bottle I’d want on display at a dinner party.
FOOD
I got to visit the original Tony’s Chocolonely store in Amsterdam, and it was seriously one of the most fun, colorful retail experiences I’ve had. The walls were lined with chocolate bars in every color imaginable, all different shapes and sizes.
And that’s exactly what makes Tony’s stand out in the chocolate aisle. In a world dominated by players like Hershey’s, Lindt, and Cadbury (all with quite unexciting packaging), Tony’s uses bold colors, chunky typography, and unexpected design choices to pull you in. Even the chocolate bar itself is broken into uneven pieces - a clever and intentional move to represent the inequality in the cocoa industry.
The playful font and vibrant palette make it feel like something Willy Wonka himself would dream up… I half expected to find a golden ticket inside.
Trends I Expect to See
Packaging is the first impression, the social media opportunity, the thing that makes someone grab it off a shelf or skip right past it. Because of its significance, it’s important to stay up to date with possible trends in packaging. So, here are a few trends I expect to see more of this year.
CUTOUTS
Cutouts are so fun if done well. They add a new layer of creativity that goes beyond just using bright colors or bold fonts. A well-placed cutout feels intentional, and can instantly elevate the look of a package.
MASCOTS
I’m torn on this one. Mascots are definitely trending, but a lot of them look like they came straight out of a Canva template. It can feel lazy or overly safe - like there wasn’t much thought behind it. That said, mascots can work. They make a brand feel more approachable and recognizable. I just think if you're going to use one, it needs to have a lot of intentionality behind it.
MORE COLOR
Bright, high-contrast colors are everywhere. Brands have clearly figured out that color impacts how we shop. Bold palettes grab attention faster than muted ones. But I’m starting to wonder if this trend is becoming too popular?
Take the canned drink aisle for example. Brands like Olipop and Poppi all start to blend together in my mind, with all their punchy colors. They look great, but when everyone’s using the same formula, I think the effect gets a bit diluted. Especially for wellness products like prebiotic soda… does neon pink really say “healthy”? I’m not so sold on it. Maybe we will hit a point where less color stands out more?
CHAOS
“Chaos packaging is the art of putting everyday, familiar products in surprise formats.” Classic whip sunscreen is the biggest example of this concept: sunscreen in a whipped cream bottle.
Liquid death could also be seen as Chaos packaging that has been hugely successful. It’s just water, but it looks like an energy drink from hell. Or alcohol.
It’s risky because you might confuse consumers or turn them off entirely. But if it’s smart, well-executed, and aligned with the brand, I think it can absolutely work. Done right, chaos packaging gets people talking, posting, and creates instant shelf appeal.
So What?
There’s no question that packaging matters. I had considered including brands I think miss the mark and offering a redesign concept for their packaging. But, I’m not a designer, and I know that good design is harder than it looks.
What I do know is this: packaging needs to be intentional and consistent. It should communicate the product’s purpose and brand identity. It should be practical but still push creative boundaries. Packaging should NOT be just an afterthought. It’s part of the product and sometimes even is the product. That being said, we can all learn a thing or two from the brands who get it right.