Why Packaging Design Matters
Packaging is often the first interaction a customer has with your brand. Great packaging can:
- Build brand recognition at the shelf or online
- Convey values and story in an instant
- Drive purchase decisions by balancing beauty with practicality
But what makes packaging stand out? Let’s look at six of the best packaging design examples from global brands and unpack why they work.
Criteria for Great Packaging Design
When we reviewed these examples, three qualities consistently stood out:
- Appeal: The design is eye-catching and memorable.
- Branding: The packaging reflects the company’s identity and values.
- Practicality: The package works for the product, from protection to usability.
1. Apple – Minimalism That Feels Premium
Apple is the master of minimalist design. Every box, tray, and film feels intentional. They are experts at making unpacking a true sensory experience, and they always stay on the lookout for the latest design trends or necessary adjustments.Â
Why this packaging works:
- Brand alignment: Apple’s “Think Different” philosophy shines through in sleek, uncluttered packaging.
- User experience: Unboxing is designed to feel like a sensory event.
- Sustainability shift: Apple has transitioned to more fiber-based, recyclable materials, proving that minimalism and eco-conscious design can go hand in hand.
Clean, elegant, simple and sophisticated – these are the qualities that define Apple. And they are visible in the brand’s product packaging design.
2. Coca-Cola – The Iconic ShapeÂ
Coca-Cola’s curved bottle shape is one of the most famous packaging designs ever. When the company was briefing The Root Glass Company back in 1915, they asked for a package that was “so distinctive that it could be recognized by touch alone, and so unique it could be identified when shattered on the ground.”Â
Even though the bottle has changed its shape over 135 years of the company’s existence, its defining features, for the most part, stayed the same. The contoured lines, the cursive font, and the curved shape became integral to Coke’s product packaging.
Why this packaging works:
- Timeless recognition: Even after 100+ years, the contoured silhouette is instantly identifiable.
- Flexibility for innovation: The simple shape allows Coca-Cola to experiment with seasonal graphics, limited editions, and recycled materials while staying true to the original design.
3. Trident Gum – Out-of-the-box-thinker
For its Trident Xtra Care line, the brand worked with art director Hani Douagi to create gum packs designed like mouths—where the blister packs look like teeth.
Douagi explains:
I created a new playful and interactive packaging which enhances the main feature of the product “Protecting Teeth”. A range of Six packs that represent three flavors, each pack has an illustration of a mouth with either moustache or lips. The chewing gum looks like teeth through the mouth die-cut window. The Blister chewing gums is designed to look like a set of bright teeth on pink gums.
The art director’s work was praised: Trident Gum’s brand packaging got global design awards in Germany (iF Design Award 2015) and the US (the Dieline Award 2015), and the design project was featured in Chicago’s How Design Life 2015 exhibition and many creative networks.Â
Why this packaging works:
- Creative storytelling: The design reflects the gum’s functional benefit—protecting teeth.
- Award-winning simplicity: Minimalist, fun, and effective at putting the product at the center.
- Memorability: By turning gum into a visual metaphor, Trident stood out in a crowded category.
4. Thelma’s Treats – Grandma’s love in a box
Thelma’s Treats, a cookie company, packages its baked goods in cartons designed to look like 1950s ovens. It’s a clever nod to warm cookies fresh from Grandma’s kitchen.
Why this packaging works:
- Emotional connection: Nostalgia instantly transports consumers back to comforting childhood memories.
- Functionality: The sturdy box keeps cookies safe during delivery.
- Differentiation: Few bakeries take packaging this far, making Thelma’s instantly recognizable.
5. Help Remedies – Simple Language, Simple Design
Help Remedies, a pharmaceutical company that specializes in over-the-counter drugs, blew up on social media when they launched their “simplified” product packaging.
Pharma is an industry that uses complex terminology and isn’t very expressive in terms of graphic design. But Help Remedies thought otherwise. Instead of complex names and sterile graphics, their packs say things like “Help. I have a headache.”
Why this packaging works:
- Consumer-first approach: The design mirrors how people search for health solutions today.
- Clarity + empowerment: By removing jargon, the packaging makes healthcare feel more approachable.
- Eco-friendly materials: Molded paper and bioplastic reinforce the brand’s mission of simplicity.
6. Boxed Water Is Better – Sustainability in Every Drop
Instead of plastic bottles, Boxed Water packages its product in cartons made of 92% renewable materials. The brand has been leading sustainable packaging since 2009.
Why this packaging works:
- Environmental impact: Carton boxes reduce carbon footprint and are easier to transport.
- Brand mission: Beyond packaging, Boxed Water supports nonprofit partners focused on reforestation and ocean cleanup.
- Modern aesthetic: Minimal typography and bold statements help the brand stand out.
Key Lessons from These Packaging Design Examples
Across these six examples, a few takeaways emerge:
- Simplicity sells: Minimal designs (Apple, Trident) highlight the product itself.
- Storytelling matters: Packaging that taps into nostalgia or values (Thelma’s, Help Remedies) builds emotional resonance.
- Sustainability is here to stay: Brands like Apple and Boxed Water prove eco-conscious packaging is not just a trend—it’s a consumer expectation.
FAQs About Packaging Design
What makes a good packaging design?
A strong packaging design is attractive, practical, and aligned with brand values. It should capture attention, protect the product, and communicate a clear message.
What are some famous packaging designs?
Coca-Cola’s contour bottle, Apple’s minimalist boxes, and Boxed Water’s carton packaging are often cited as industry-defining examples.
How do I design packaging for my own brand?
Start by defining your brand story and values. Consider sustainability, usability, and visual appeal. Test multiple packaging design options with your target audience before finalizing.
Final Thoughts
These packaging design examples show that when done well, packaging is more than a container, but a powerful brand asset. Whether through simplicity, nostalgia, or sustainability, great packaging communicates who you are and why customers should care.
Want to know which packaging designs will resonate with your customers? Testing your ideas before launch ensures you invest in the right direction.