Print Design for Packaging

Tales From The Shelf. Most packaging starts spinning a yarn before a single word is read. Shape, colour and illustration frame the product long before anyone checks the label. People read those signals instinctively to decide what something is, where it comes from and whether it belongs in their basket. Storytelling sits inside packaging more than we notice. It shapes how products are recognised and remembered, often through design alone. Illustration, typography and layout carry that load. When they're handled with care, a product gains clarity and presence. The pack speaks through what it shows and how it holds together. Haterk Honey is a good example. The black and white illustrations move through forests, meadows and mountains, echoing where the honey comes from and how it's made. The drawings are restrained and sit naturally against the deep golden colour in the jar. Line a few jars up and the illustrations connect across the shelf. Separate labels start reading as one continuous landscape. You recognise the system before you read the name. That consistency gives the product a stable visual anchor, something a shopper can recognise and return to without thinking. The black and white honey with the drawn hills is easier to retrieve than a blur of similar yellow labels. Well‑constructed narratives on pack also narrow the gap between marketing claims and real attributes. When illustration is anchored in origin, process or values, it gives context to mandatory details like variety, region and certification instead of floating beside them. A front panel that signals mountain honey from mixed wildflower sources through image and composition carries more weight than three extra lines of copy fighting for space on the back. Most people remember the landscape, not the label. 📷Backbone Branding

I cannot get over how good the messaging is for this packaging redesign! Brands, take note. What do you do when your cereal brand began as a direct-to-consumer product, but is now moving into mainstream supermarkets? A packaging redesign, of course! SURREAL (pronounced like "surr-real"—it's a combination of the pronunciation for "surreal" (suh-REE-uhl) & the word "cereal" (SEER-ee-uhl) is a high-protein cereal brand. The people who ordered the cereal brand online knew this. In fact, it was likely WHY they ordered the cereal in the first place; they were looking for a high-protein option. In fact, Surreal has a cult following of super fans. They love both the cereal & the brand, which has a fun, carefree vibe. But what happens when the brand is moved into supermarkets? Would it be evident to shoppers that the cereal was higher in protein than most other options? I'll save you some time—no, it would not. Hence, the redesign. The challenge to the designers at EarthlingStudio: maintain the quirky brand personality that fans love, while making the packaging clearer, more shelf-friendly, & better suited to grocery-store shoppers. They've accomplished their goal. * The logo was moved from the right side of the pack to the left & redrawn with white letters on a black outline to improve visibility & create a subtle "milk" nod. * The messaging hierarchy was improved: the "high protein, low sugar" claim is now more prominent (top right), & flavor visuals (e.g., a bowl of cereal with chocolate or a cinnamon stick) were introduced to put taste front & center. * The color palette was tweaked across the range (for better distinction on the shelf), & the typography was refined with fonts chosen for legibility in a busy retail setting. * The back-of-pack copy retained the playful, adult-humor tone, making sure the fun brand voice stayed alive even with the more functional front-pack messaging. The social media messaging on the redesign is hilarious! I don't know that I've ever seen a brand do such a great job of communicating with its fans about a packaging redesign. I've included some of my favorite graphics, which include cheeky messages like: * Thirty-seven drafts just to move the logo to the other side. * It took us 11 months to slightly change the colour. * 19 people worked on this project & all we've done is shove a bowl of cereal on the front. * Please don't ask how much we spent on our "new" logo. Packaging design is serious stuff. It can make or break a brand. But it's not life or death. It's so great to see a brand with a sense of humor around its design changes. They are in on the joke. They've made these important design changes so the cereal will sell in-store, & they are also talking to their base about the changes in a way that aligns with the brand's vibe. Great redesign—I think the packaging will work on store shelves, & inspired messaging! Bravo to Earthling Studio & Surreal! I am impressed. #design #packaging #branding

 🎨 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. 👇🏽

As we started the new year, we have seen a lot of brands want to elevate, refresh, or redesign their packaging. With shelf space (both physical & digital) becoming more and more competitive, brands are looking for that edge to stand out against the influx of competitors. What many brands fail to understand is that their packaging is more than just a container—it’s your brand’s first impression, a silent salesperson on the shelf, and a direct line to consumer perception. If you're considering a packaging overhaul, here are four critical steps to ensure your new design truly connects with your audience: Start with Data & Insights Before a single design is developed, leverage consumer insights and category data to understand what’s driving purchase decisions. What do your customers love about your current packaging? What’s causing friction? What are your retail partners saying? Competitive analysis and shopper behavior trends should guide your strategy—not just aesthetics. Define Your Brand Story Great packaging isn’t just beautiful—it tells a story. Whether it's sustainability, ingredient transparency, or a bold personality, your packaging should visually and verbally reinforce what makes your brand unique. Every design element, from color to typography, should be intentional. You want your customers to be proud to have your product on their countertop, in their pantry, or shopping cart. Balance Creativity with Functionality A stunning design means nothing if it’s not practical. Consider factors like shelf visibility, ease of use, sustainability, and regulatory requirements. The best designs don’t just stand out—they also make life easier for consumers. Product form factors require specific packaging to create a meaningful consumer experience. Test, Iterate, and Validate Don’t launch blind. Conduct A/B testing, gather consumer feedback, and validate your design before full rollout. Packaging is a powerful conversion tool—make sure it’s doing its job effectively. The bottom line when it comes to a packaging refresh: It isn’t just about a new look—it’s about aligning your brand with consumer expectations and market demands. Data-driven design leads to stronger connections, higher sales, and lasting brand loyalty. There is nothing that frustrates me more than walking a store and seeing an entire category of "me too" packaging that all looks the same, feels the same, and blends together. BE BOLD. Thinking about a packaging overhaul? I'd love to talk through this process in more detail. Selfishly, if your brand can help my future shopping experiences be more visually enjoyable, I am here to help. ⚡

Packaging as a Hi Tech experience. The evolution of technology is one of the defining aspects of our time, and in packaging, it's not just about being technological but also looking the part. Hi-tech beauty brands are making a strong comeback, with skincare leaders leveraging this approach for years. +68% of skincare users prioritize high-performance products. +45% prefer products with scientific backing. >>PERFORMANCE WISE<< When users think about Hi-tech skincare, they seek targeted solutions that address specific concerns like aging, hyperpigmentation, acne, or dehydration, with ampoules offering a precise and effective approach. They prioritize efficacy and quick results, as the high concentration of active ingredients in ampoules delivers visible improvements in skin texture, tone, and hydration faster than standard products. Multi-benefit formulas are also in demand, with innovations combining multiple active ingredients, such as vitamin C, peptides, and hyaluronic acid, for comprehensive skincare results. Additionally, freeze-dried actives are gaining traction, preserving ingredients in powder form to maintain potency and freshness until activated with liquid. Finally, time-release technology provides a gradual delivery of active ingredients, ensuring sustained effects while minimizing irritation for sensitive skin. +Targeted solutions +Efficacy and quick results +Multi-benefit formulas +Freeze-dried actives: +Time-release technology >>DESIGN POINT OF VIEW<< Key points for a technical and innovative look in packaging. +Ampoules +Capsules +Syringes +Micro droppers 1.-Clear branding and messaging: Focus on ingredients and usage. Be direct and transparent in presenting product composition and instructions. 2.-Pure transparency: Use materials like PET combined with contrasting compounds. Double-wall packaging creates a sense of exclusivity and uniqueness. 3.-Technical materials and finishes: Incorporate finishes like aluminum colors, anodized, or chromed elements. Use textures, knurling, or grip zones on caps, valves, and collars to evoke a laboratory aesthetic. 4.-Small formats: Highlight efficiency and quality with compact designs. Pair with minimalist secondary packaging to enhance the product's focus and appeal. 5.-Pharmaceutical aesthetic: Opt for medical-grade packaging, such as glass vials or dropper bottles, to emphasize scientific rigor and precision. Concluding. Could the Hi-tech aesthetic be the perfect match for your product and brand? Here are some outstanding examples of products that have nailed this approach. Letmy curated search of examples inspire you as you craft your next hero! Featured Brands: Ameliorate AmorePacific Banwea Cmlio Dior Forbute Hera Naturelab Rayuen’s Tonymoly TripleA Wetherm #beautytech #beautybusiness #beautypackaging #beautydesign

This redesign nails the two things most brands miss👇 1️⃣ Distinctiveness Distinctiveness is about using consistent brand assets that cut through and stick.
 The old pack was generic - you can’t own the Italian flag, the visual felt like stock photography, and the logomark got lost. It looked more like a placeholder than a brand. The new design flips the script:
 Taglines with attitude.
 Big, confident logomark. A consistent thread of colour to own in people’s minds. 2️⃣ Effectiveness It’s not just louder, but smarter. Cleaner hierarchy. Easier to navigate.
 Claims to inform. And the usage promise “Eat like an Italian in 3 minutes” delivers a clear functional + emotional hook. They’ve stripped the fluff and focused on what matters:
 What is it? Why is it better? Why should I buy it? Packaging design isn’t about being pretty. It’s about effectiveness. And this redesign performs - more visible, more shoppable, more memorable. What do you think? ~ If you enjoyed this post, follow me @ Brent Vrdoljak for more design breakdowns.

🎨 How to Make Your Print Files Bulletproof Before Sending to Press Last week we talked about common file issues. This week — let’s talk prevention. If you want your design to print exactly how you intended, here’s what makes a file production-ready: 1️⃣ Use 100K for Small Black Text Avoid 4CP builds for fine type and barcodes. 2️⃣ Avoid Hairline Rules Anything under .25pt can disappear depending on stock and plate. 3️⃣ Add Proper Bleed If artwork touches trim, build at least .125” bleed. 4️⃣ Send Embedded Fonts Outlined text can’t be edited. Missing fonts can substitute unexpectedly. Embedding keeps everything intact. 5️⃣ Send High-Resolution Images (300 DPI at size) Low-res images won’t magically sharpen on press. 6️⃣ Check Separations Turn off dieline layers. View plates individually. What you don’t see on screen may show up on press. 7️⃣ Preferred File Types Matter For offset and packaging work, production-ready PDFs exported from: • Adobe InDesign • Illustrator • Acrobat (press-quality settings) are ideal. Native Canva, PowerPoint, or RGB-first files often require additional prepress cleanup before going to plate. None of this changes your creativity. It protects it. The goal isn’t to design for the printer. It’s to design so your work prints exactly as you envisioned. 💬 Designers — what software are you using most for packaging and print right now? #PackagingDesign #PrintProduction #Prepress #GraphicDesign #OffsetPrinting

Last week, we promised real life learning examples on packaging. Now, we're ready to deliver! I teamed up with eye-tracking specialist Richard Moniz 👀 for a trade a free audit for a few brands, and in return we get to share the results with our community The goal? To pair data with design insight so we can all learn and grow together --- First up: Hotpot Queen Amazing founder, amazing product On a shelf full of competitors, we saw that their tall noodle box (blue and orange single serving box) had excellent initial noticeability- 98% which is a huge win! But a closer look at the eye-tracking revealed a surprising truth: that high engagement likely signaled confusion- not successful communication --- Think of it like a fun puzzle- intriguing but you need to work to figure it out! If shoppers are looking at your packaging for a few seconds and no single element is noticed by more then 2/3 of viewers, your brand isn't being seen- it's being SEARCHED --- We also looked at their Costco pack- there's some learnings there in comparison Very high level but a few actionable tips: 🍜 Anchor with an image Hotpot Queen’s Costco pack (orange box on the RIGHT) was more successful as it anchors attention with a product image. The background is simplified. I can imagine a middle ground between both- don’t lose the heart of what many people love- the bold, high contrast colors! Bring back some vibrancy in a way that does not clutter 🎯  Make key claims unmistakable The core "spicy" claim was only seen by 64% of shoppers on the Costco box. Let people know about the delicious, numbing, tingly Sichuan heat in a unique way if that's the value prop! Weave that story into the visual identity to make it a truly compelling flavor story 👀 Guide the eye Design isn't just about looking good. It's about being effective. Use color and clear typography to create an intentional gaze path that leads shoppers directly to your most important information. Consider the font choices- are they legible? Are they cueing the right things? --- What do you think about the results? Thoughts or ideas?

The power of outer sleeves in packaging. We all know the importance of a well-designed product box. But what if you could add another layer of intrigue and functionality? Enter the outer sleeve, a strategic packaging element that's gaining traction for its ability to elevate the user experience and unleash design creativity. Beyond Basic Protection: Outer sleeves offer several advantages that go beyond just safeguarding your product box. Here's why they're worth considering: Enhanced Communication: Use the outer sleeve as additional real estate to showcase key product features, benefits, or brand messages. It's a prime spot for eye-catching visuals or brand storytelling elements that might not fit on the primary box. Variability: If your product is sold in multiple countries an outer sleeve can be an impactful way to align the exterior messaging to the target market without changing the core product box. This helps reduce the overall costs with higher volume production on the more cost-intensive packaging components. Seasonal or Limited-Edition Designs: Outer sleeves provide the perfect canvas for seasonal or limited-edition graphics. This allows you to refresh your packaging design without altering the core product box. Design Versatility Unleashed: The beauty of outer sleeves lies in their design flexibility. Here are some creative possibilities: Material Mania: Explore different materials for your outer sleeves, like textured paper, translucent films, or even fabric. This adds another layer of sensory experience to your packaging. Color Contrast: Use contrasting colors between the outer sleeve and the inner box. This creates a dynamic visual that grabs attention on store shelves. Die-Cut Delights: Utilize die-cut shapes in the outer sleeve to create peek-a-boo windows, reveal product details, or add a touch of whimsy. Informative Illustrations: Use the outer sleeve for detailed illustrations or diagrams that complement the product information on the inner box. A match made in packaging heaven: Outer sleeves aren't a one-size-fits-all solution, but they can be a powerful tool for brands looking to elevate their packaging game. Consider incorporating them for products that benefit from an extra layer of protection, could use additional information space, or simply deserve a more theatrical reveal. #packagingdesign #branding

3 seconds. That's how long your packaging has to answer: - What is this? (non-alc aperitif) - Why should I care? (adaptogens, sophisticated flavor) - Is it worth $15? (premium cues) Here's how we redesigned our packaging to win those critical seconds… Iteration 1: The DTC Days - Minimal design, logo-forward - Small text (because who needs to read when shopping online?) - Beautiful, but ultimately invisible on retail shelves - Lesson: What works for ecommerce fails in stores Iteration 2: Retail Reality Check - Added product imagery to show what's inside - Enlarged "non-alcoholic aperitif" messaging - Highlighted tasting notes - Lesson: Clear beats clever when you have seconds to explain Iteration 3: More Pop - Bold vertical branding in white that pops - Adaptogens front and center - Premium cues that justify the price - Lesson: still learning… But here's the plot twist: We're already planning iteration 4 👀 Great packaging isn't a destination—it's a conversation with our customer that keeps evolving. What works today might not work tomorrow. The only constant? Those precious three seconds to answer: What is this? Why should I care? Is it worth it? #CPG #CPGbrands