Breakthrough Packaging Designs

The Chobani Rebrand - By Leland Maschmeyer and Team: When Bold Revolution Creates Category Leadership Walking through supermarket aisles, I'm often drawn to brands that dare to break category conventions. As a design director at Ginger Storm, the Chobani rebrand stands out as a masterclass in revolutionary design thinking that transformed a category leader from forgettable to unforgettable. Why the Rebrand? The catalyst was a strategic necessity: By 2017, Chobani found itself in a market saturated with lookalikes. Competitors had adopted similar visual language—stark white backgrounds, hyper-realistic fruit photography, and clinical sans-serif typography. What was once distinctive had become a category convention. Rather than accept visual irrelevance, Chobani seized the opportunity to reclaim its distinctiveness and reposition itself as a wellness-focused food company beyond just yoghurt. Design Change What fascinates me about this rebrand is its courage to completely reimagine the brand's visual expression. The logo transformation introduced a custom Chobani Serif typeface with softer, rounded edges that beautifully evoke the creamy texture of yoghurt itself. The shift from clinical bright white to a warmer off-white backdrop immediately distinguishes the brand on shelf. I'm particularly impressed by the bold move away from glossy finishes to premium matte textures—not just visually pleasing but enhancing the tactile experience. The replacement of hyper-realistic fruit photography with hand-painted watercolour illustrations inspired by 19th-century folk art creates a human touch that feels refreshingly authentic in a category dominated by perfect imagery. Strong Revolution This rebrand represents nothing short of a complete revolution in packaging design—and for all the right reasons. The original packaging lacked any meaningful identity beyond the name itself, making a revolutionary approach not just justified but necessary. What makes this approach so brilliant is how it doesn't merely differentiate—it establishes a new visual territory that competitors cannot easily follow without appearing derivative. The result is significantly better on every level: more strategic, more personality-driven, and perfectly aligned with the target audience while maintaining name recognition where it matters. The Results The impact speaks volumes: a 12% sales increase between 2019-2020 while the overall yogurt category declined by 4.4%. Chobani maintained its position as America's #1 yoghurt brand, overtaking Yoplait. The rebrand didn't just refresh aesthetics—it reinforced market leadership. Chobani proves that when the original lacks meaningful identity, a bold revolution isn't just an option—it's a strategic imperative. Sometimes the bravest decision is to completely reimagine your visual language rather than merely refining what never truly worked in the first place.

Yogurt in a bag. Protein bars in a carton. Green tea in a juice box. Vitamin jelly in a squeeze pouch. Japan’s innovation doesn’t stop at bullet trains and vending machines—it’s deeply embedded in even the most basic food and beverage items through the lens of convenience, practicality, and delight. I came across dozens of small, smart decisions in product design, packaging structure, and format flexibility that caught my attention and challenged the norms of CPG in the U.S. Here are a few intriguing themes and photos from Japan’s supermarkets and stores: 🧃 Structure is Strategy Yogurt in a resealable bag. Soft-serve in a metallized squeeze pack. Bread sold in 3-slice packs. These aren’t gimmicks—they’re logical responses to space constraints, solo households, and freshness-first expectations. A frozen soft-serve pouch defrosts just enough to be enjoyed on the go. A 3-slice loaf reduces waste. A resealable bag of yogurt makes storage and dosing easier. Thoughtful. Functional. Elegant. 🥕 Nutrition, Reframed A protein bar becomes a “Balanced Food Block.” A multivitamin drink comes in a gusseted jelly pouch. There’s turmeric energy shots in aluminum bottles and vegetable juice sold in juice boxes. The wellness category here feels purpose-built, not hype-driven. No shiny slogans or 30g protein callouts—just use-case clarity and format ingenuity. 🍞 Portion Culture Shock From three-slice bread to tiny cans of coffee, beer, cola, and sparkling drinks, Japan caters to moderation. In contrast to the U.S.’s obsession with “more,” Japanese formats feel tailored to smaller kitchens, fresher shopping habits, and the solo consumer. Less feels like a virtue, not a sacrifice. ☕️ Packaging with Purpose The FIRE coffee can has a crimped, fractal-like texture embedded into the aluminum can—instantly recognizable and tactile. A 7-Eleven soft-serve cone has a protective top and stabilizing base. Chip Star (Japan’s Pringles counterpart) uses a fully paper-based canister—stackable, resealable, and recyclable. UCC instant coffee in saches are placed inside of 5 stacked cups with stirring sticks for the ultimate on-the-go format. Every structure here feels considered. 🍡 Flavors with a Story Coconut yogurt soda. Umami cola. Regional KitKats tied to prefecture-specific confections and seasonal gifting. Japan doesn’t just innovate on flavor—it imbues it with meaning. Whether it’s turning fermented notes into functional drinks or transforming a global chocolate brand into a local souvenir, these products don’t just taste different—they mean something different. It’s flavor as culture, as occasion, as collectible. It's refreshing to get outside of the U.S. CPG bubble and see things from a new lens. Not everything here would translate stateside, but the spirit of what Japan gets right—practicality, portioning, and structural charm—might just be what our aisles are missing. #CPGinnovation #PackagingDesign #ProductDevelopment #JapanRetail #FoodTrends2025

When packaging becomes part of you Wearable packaging is no longer a futuristic concept it's a growing design frontier that merges functionality, fashion, and emotional connection. Beyond the shelf: packaging you can wear From fragrance necklaces to ring-shaped lip balms and refillable compacts designed like jewelry, beauty brands are transforming packaging into accessories. The product becomes not just something you use, but something you wear turning daily rituals into statements of identity. Why it works In a world saturated with options, wearable packaging offers immediacy, memorability, and emotional value. It adds a layer of meaning: a perfume worn around the neck is not just a scent, it’s a story you carry. A lipstick shaped like a pendant becomes both utility and ornament. It taps into consumers’ desire for customization, portability, and aesthetic expression particularly among Gen Z and Millennials who seek objects that are both functional and symbolic. A new layer of storytelling Wearable formats create a deeper connection between brand and user. They’re conversation starters, collectible, and often more sustainable built for reuse and ritual, rather than discard. Design becomes not only a visual differentiator but a tactile, emotional experience that enhances the perceived value of the product. From beauty to fashion and back again This blurring of categories also opens doors to cross-industry innovation. When beauty products act like accessories, they enter the realm of fashion making room for brand collaborations, limited editions, and viral potential on social media. It’s no longer just about packaging design. It’s about presence. Relevance. And creating a product people don’t want to put away — they want to put on. Featured brands: Rhode Bubble Yepoda Laneige #WearablePackaging #CosmeticAccessories #FragranceOnTheGo #LuxuryPackaging #EmotionalDesign #GenZBeauty #FutureOfBeauty

Packaging Takes Off. Back in school, I was the self-appointed queen of paper planes. Naturally curious, I soon realised it wasn't about throwing harder... it was all in the folds. A good crease in the right place and that scrappy bit of paper could fly halfway across the classroom (and sometimes straight into detention). Fast forward, and that same thinking is reshaping packaging. Researchers at VTT and Aalto University in Finland have taken the Miura fold, a pattern originally used to fold satellites, and applied it to paper-based packaging. They've created packs that are lightweight, durable, and just as protective as plastic or foam. Only now, without the environmental baggage. These folds do more than look good. They absorb impact, reduce material use, and even cut shipping weight. No overengineering, just smart problem-solving. Think food boxes that don't need plastic liners. Ecommerce packaging that replaces bubble wrap. Luxury products wrapped in folds that feel more couture than carton. And this isn't just a designer's dream. These structures are scalable, cost-effective, and ready to run down existing production lines. Stora Enso is already testing the approach across everything from premium goods to everyday food containers, using recycled materials and cutting waste. But packaging is just the start. Origami principles are popping up in collapsible furniture, modular buildings, even interior design. Proof that good design isn't just about how it looks. It's how it works. Sustainability and functionality don't need to fight for space. With the right fold, they move together. Sometimes, the sharpest ideas really do start on paper. Time to unfold what's next. 📷VTT Technical Research Centre

Beautiful design doesn’t require waste. 📦 Packaging is one of the most immediate—and visible—interfaces between design, consumption, and planetary health. Because of its scale and speed, it is also one of the fastest levers for regenerative impact. That is why the Global Climate Design Awards recognize package design not just for aesthetics or efficiency, but for its ability to eliminate waste, restore material cycles, and strengthen ecological resilience across supply chains. 🧩 Flexi-Hex Sleeve V2 reimagines protective packaging through modular, paper-based geometry. Designed to replace plastic foams and wraps, it flexes to fit multiple product sizes while remaining lightweight, recyclable, and durable. By eliminating single-use plastics at scale, it supports circular logistics systems that are both resilient and low-carbon. 💧 Notpla Ooho Reboot pushes regenerative packaging even further—designing materials meant to safely disappear. Made from seaweed-based biopolymers, Ooho packaging biodegrades naturally without leaving microplastics behind. It models a future where packaging returns harmlessly to natural systems rather than persisting as pollution. 📦 The EcoEnclose EcoFoil Carton addresses a long-standing challenge in mailer and carton design: performance without plastic. By replacing traditional plastic-lined cartons with curbside-recyclable, fiber-based alternatives, EcoEnclose strengthens circular material recovery while meeting real-world durability demands. ✨ These Global Climate Design Awards nominees reveal what regenerative packaging looks like in practice: 🔄 Materials designed for recovery, reuse, or safe return to nature 🌱 Plastic eliminated at the source 📉 Carbon and waste reduced across supply chains 🧠 Design intelligence replacing disposability Beautiful design doesn’t require waste. It requires intention. Packaging doesn’t have to be disposable. When regeneration leads the brief, materials become part of the solution—not the problem.   ♻️ Repost to help amplify the momentum the Global Climate Design Awards are building toward a more sustainable and regenerative planet. 👉 Follow me for sustainability content that helps launch and scale products and companies. Judy Holm

A retail brand redesigned their packaging last month. Same product. Same price point. Same distribution channels. Sales increased 340% within six weeks. What changed? Visual storytelling that connected with customer needs. I understand how overwhelming packaging redesign feels when balancing aesthetic appeal with functional requirements. Your brand identity matters deeply, and effective packaging communicates value before customers read a single word. The breakthrough came from understanding customer decision-making at the shelf. Four design principles that transform packaging into sales drivers: First, establish clear product hierarchy through visual weight. Bold graphics highlight premium offerings. Lighter designs signal entry-level options. Weight distribution guides customers toward products matching their budget expectations. Second, use texture patterns that communicate product benefits. Smooth surfaces suggest refined formulations. Textured elements indicate strength or durability. Tactile cues reinforce product positioning through physical interaction. Third, position key information within the customer's natural scanning pattern. Eyes move left-to-right across packages. Place critical benefits in high-visibility zones. Information placement determines what customers notice first. Fourth, create unboxing sequences that build anticipation. Layer reveals generate emotional engagement. Progressive disclosure maintains interest throughout the opening experience. Structured unboxing transforms routine purchases into memorable moments. The brand applied these principles to redesign their entire product line. Customer retention improved 85% alongside the sales increase. Design choices directly influenced purchasing behavior and brand loyalty. Your packaging speaks before your product performs. From my perspective, successful packaging design requires understanding customer psychology at the point of purchase. What packaging element most influences your buying decisions when comparing similar products?

 🎨 The evolution of our design language: From pink and white to purple sophistication. Seems like a simple thing, but here’s the “why” behind this new direction… These are some new products that will be hitting the shelves soon. When we launched Obvi, everything was bubble-gum pink. It worked. It disrupted. It got us noticed. But as we've grown into new categories (especially women's hormonal health), our design has had to evolve too. These new hormone support products represent a major shift in how we think about packaging hierarchy and shelf presence. What we learned designing for retail vs. DTC: Retail demands instant clarity - Product name = what it does (PMS Relief, Daily Balance, Meno Pause) - Benefits visible without flipping the bottle - Clear hierarchy that works from 6 feet away Color psychology matters more in sensitive categories - Added sophisticated purple to balance the fun pink - Hormones are serious considerations for women. It can’t just look fun and playful. - Had to look approachable AND credible Small details create big differentiation - Each SKU gets its own icon (calendar, lotus flower, pause symbol) - Obvi logo tilted in a capsule shape for supplement products - Multiple ways to identify products beyond just text The interesting challenge is making something that feels both clinical and joyful. Most hormone products look like medicine. Cold, white, intimidating. We wanted to prove you can be vibrant AND trustworthy. Fun AND effective and formulation-focused. We didn’t want just “prettier packaging”. The goal is strategic design that helps our retail partners sell more product Every element serves a purpose: - Hierarchy for quick scanning - Color for emotional connection - Icons for visual differentiation - Bold, clear value props for credibility Love that our package design looks good on Instagram. But the focus for me these days is making sure it works harder to instill interest and trust on the shelves irl. Let me know what you think. Feedback welcome. 👇🏽

Great taste wasn’t SkyPop’s problem. Shelf perception was. When SkyPop Protein Soda first pitched national retailers, buyers loved the product itself. But they didn’t believe the packaging would win in the soda aisle. The brand looked like a protein recovery drink when it needed to come across as a lifestyle soda people would reach for every day. That was the challenge I was brought in to solve. I redesigned the cans (see my before-and-after post from last week) and – fast forward to summer 2026 – SkyPop is now in thousands of major retailers nationwide. Design isn’t purely about aesthetics; it’s also about economics. What looks like a visual redesign for SkyPop is actually a business case for the ROI of strategic packaging design. Design enabled distribution. Distribution enabled volume. Volume enabled scale. In this case, the new packaging design didn’t just make the product look better; it helped retailers understand it. Buyers already liked the taste, but the new packaging gave them confidence that it could succeed on the shelf. As designers, we often concentrate on attracting consumers—as we should! But packaging also has another audience: retailers. Before packaging can attract shoppers, it has to make retailers believe in it. #PackagingDesign #BrandStrategy #RetailStrategy #DesignROI #CPGMarketing

3 Game-Changing Materials RESHAPING the Industry in 2024: As someone deep in materials innovation, these breakthroughs are transforming what's possible: 1️⃣ Bio-Based Barrier Coatings. The silent revolution in packaging. These plant-derived coatings match PFAS performance for moisture resistance but break down naturally in 180 days or sooner. Already seeing 85% adoption in premium food packaging. 2️⃣ Mono-Material Solutions. Forget complex multi-layer packaging. New polymer engineering has cracked the code—single-material packaging with better barrier properties than traditional structures. This is a game changer for recycling. 3️⃣ Smart Materials with Built-in Sensors. Think of packaging that changes color when food spoils or materials that adapt to temperature changes. It's not sci-fi anymore—it's hitting markets in Q2. What's fascinating isn't just what these materials do, but how they're shifting entire business models. One of our partners cut packaging costs by 30% while improving performance. The real innovation? All three are scalable NOW. Not in 5 years. Now. This isn't just about staying current—it's about leading the change. Want to learn more about implementing these innovations? Let's connect.

In this episode of Packaging Today Show, we unwrap two mind-blowing innovations reshaping the future of packaging—from AI-powered color accuracy to cheese that literally packages itself. No, this isn't sci-fi—it's the packaging industry in 2025. 🧀 Self-Packing Cheese? Nestlé Says Yes. We dive into Nestlé Central America's revolutionary cheese wrapper made from cheese. Collaborating with Ogilvy Colombia, they've turned leftover whey protein into a biodegradable bioplastic that decomposes in under a year. It’s edible-adjacent innovation with the potential to redefine food waste and eliminate single-use plastic from dairy aisles. Could this be the gateway to a new era of food-product symbiosis? 🎛️ Color Matching Gets an AI Upgrade At Esko World 2025, X-Rite and Esko dropped a game-changer. Their new duo—eXact 2 spectrophotometer + Print Clone AI—is turning color matching into a frictionless, press-ready science. We explore how this tech partnership is helping digital printers replicate brand colors perfectly, cut down on press make-readies, and slash packaging waste across global supply chains. 💡 Whether you geek out on sustainable substrates or love seeing AI tighten up the print floor, this episode is for you. 🛠 Topics We Cover: Bioplastics made from food byproducts Smart color profiling for digital presses AI in the print production workflow The future of circular packaging design How brands like Nestlé are pushing material innovation 📦 If you care about the future of sustainable packaging, brand integrity, or just love nerding out over smart design—this episode’s got your name on it. 👉 Don’t forget to subscribe, like, and share with your packaging-obsessed crew.