Package Designs

Snapshots: September 2015 Issue

Posted: September 8, 2015 by
Katie Mann

Appealing to Everyone
Brand sways from typical audience.

The CEO of Fusion Jerky, KaiYen Mai wanted a design that would make all the difference at the shelf. A design that would be appealing to the eye for not just men, but women and children.

“I think the bright colors attract women, men and children. The color of the packaging also helps it stand out among other jerky competitors,” Mai says.

Mai and the design team Fusion Jerky hired from San Francisco, did not hit any unbelievably hard challenges along the way and the team feels the packaging grabs the consumers attention. The only difficult part was making sure the USDA approved it since certain words or fonts are not allowed on the packaging. “I wanted the design to convey a sense of modernism and naturalism,” Mai says. “I wanted the packaging to portray a type of sophistication and sexiness versus the typical jerky packaging, which has dark colors or bullhorns.”

Mai did away with the negative stereotype that she believes jerky packaging usually gets. “I wanted people to think of our product not only as a jerky but more of a protein snack or healthy snack,” Mai says.

Fusion Jerky prides itself for being gluten-free and not containing MSG and preservatives.

For a brand that’s been around for more than 50 years, striving for success and meeting it is at the top of the goal list.


New Look     
Product comes from family-owned spring.

A product that’s straight out of a family-owned artisan spring in Canada, trapped in limestone, needs a package design that’s different from the rest of the H2O world.

Flow H2O 2.0 has minerals zinc, magnesium, potassium and calcium carbonate, giving the consumer health benefits after drinking it. “We decided to put the product in an aseptic container, with a totally different type of packaging design,” says Nicholas Reichenbach, founder and CEO of Flow. “We decided to take this amazing product, bring it back to what it should be, into a vessel that is environmentally friendly.”

The package stands out in a prism paperboard that’s BPA and PET free.  “We got a specific paperboard with silver to make the design pop,” says Reichenbach.

The Flow brand worked with paperboard packaging supplier Tetra Pak ( to create a one-of-a-kind packages for the water.  The packaging features the specially designed color of silver and the Pantone colors for the paperboard. Flow then picked turquoise to augment the package. “We didn’t want to just be the normal blue container. We worked with Tetra Pak to choose our colors and Tetra Pak modified their paperboards to support silver and water,” Reichenbach concludes.


Sonic Technology
Brand tries to erase stereotype for consumer.

Keeping the brand colors and diving into a new product, Brush Buddies established its Soniclean Pro One.

The product appeals to everyone from the manual to power toothbrush user. The Soniclean Pro One is an electric toothbrush that gives up to 30,000 vibrations per minute for the user.

With a toothbrush with that power, the CEO of Brush Buddies, Anish Patel wanted to have a packaging that didn’t scare the consumer into believing the toothbrush was $30 or more.

Brush Buddies chose the basic packaging, blister package with red, white and black colors and did internal testing with consumers.

“Even with the blister packaging, we still had people think it was a $30 brush,” Patel says.

The brush’s retail value is $4.99, but Patel believes after a while, consumers will begin to understand not to be afraid of the product and its design.

“We are very pleased with the product, retail and packaging as well,” Patel says.


Enhancing the same
Designers spice up the original packaging.

Recently gone through a redesign process, the No. 1 part of the Wolfgang Cocoa Traveler that needed to be highlighted was the origin of the chocolate.

William Fox Munroe ( kept the look and feel of the original packaging, but enhanced the design with color and graphics.

On each package, it highlights the percentage of cacao in the package. “There weren’t any challenges,” Tom Newmaster, partner at William Fox Munroe, says. “They were happy with the original design, but how to keep the same look. We had to change how the package functions from the communication standpoint.”

Wolfgang’s Cocoa Traveler brings the flavor profiles of single-origin chocolate to life from three different countries—Dominican Republic, Tanzania and Venezuela.

The packaging was finished with a matte finish, then a gloss finish.


Standing Out
3-D designs make product distinctive.

An innovative 3-D design encapsulates the benefits of the Comfort Intense Fabric Conditioner for Unilever, designed by PB Creative (

The Comfort Intense brand combines four intense fragrances across three regional brands in an ultra-concentrated formula, leaving clothing smelling fresh and feeling soft.

Unilever needed a design that would structurally and graphically stand out on the shelf, and change the way consumers looked at detergent.

PB Creative used a new, smaller format, and a 650-mL bottle for the product that still does 38 wash cycles.  The droplet on each package makes the design distinctive, because it highlights exactly how much liquid should be used in each wash cycle.

“We had to educate the consumer about using a smaller amount, so we designed a packaging with a smaller cap,” says Ben Lambert, director at PB Creative.

The big challenges were to remain compelling on the shelf and to educate the consumer about the amount of detergent needed for each wash. “People believe ‘more is better,’ and that’s not strictly true,” Lambert says.

Other than the measuring cap, which tells the consumer how much to fill the cup by with each wash, there are also graphics down the side of the pack that are almost little bubbles that show the consumer how to use to product. “It’s [the product] all about an explosion of color and form,” Lambert concludes.


Highlighting Characteristics
Packaging tells a story.

A cottage cheese that is organic and suitable for lacto-vegetarians needed a special package design.

Organic Valley Cottage Cheese reached out to Webb de Vlam ( for a design that would highlight the Organic Valley farmers’ organic and pasture-raised standards.

“We wanted to faithfully tell the amazing story of commitment, quality and good taste that characterizes the Organic Valley line quickly, visually and with consideration for the farmer and the buyer,” says Julia Devetski, director of insight and strategy at Webb de Vlam.

The visuals on nearly every package with Organic Valley are either animals on a pasture-raised environment with green grass and blue skies or an actual local farm family member.

“Our client’s level of commitment to ensuring we understood the real story behind the brand’s point-of-difference was a true connection point for us,” Devetski says. “We developed a visual position for the brand by first dedicating several months to visiting farms, talking with consumers about their dreams and needs, connecting with farmer-founders and creating strategic visual short hands to help capture the brand’s unique story.”