While packaging design may not be in every marketing professional's wheelhouse, a strong design can significantly increase sales and influence purchase decisions. Packaging design should enhance the customer experience, from creating a package for transport to ensuring it's easy to open and appeals to consumers. This Adweek category discusses the nuances of packaging design and demonstrates how top brands have also harnessed this strategy as a viable marketing tool to increase sales. Readers can also learn how some brands are helping the environment with their own unique spin on packaging design.
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Unilever’s Latest Play to Tackle Food Waste? A ‘Smart’ Mayonnaise Jar

Hellmann’s hopes the temperature-sensitive packaging will get people talking.

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Why Your Brand Should Pivot From DTC to Retail—and How to Do It Right

The move isn't without risks, but CPG companies can mitigate them.

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Blueland and Plastic Pollution Coalition Implore EPA to Regulate Dissolvable Plastic Film

The effort comes after polyvinyl alcohol was detected in breast milk and drinking water.

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Trolli and Halo Infinite Make a Sweet Team for Limited-Edition Candy Packs

Special packaging signals a loaded sweepstakes supporting amateur gamers.

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Built From Waste: Meet the Brands Turning Africa’s Plastic Trash Into Treasure

Coca-Cola and L'Oréal are among the companies supporting recycling innovation.

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French Chocolate Brand Releases Sexually Ambiguous Valentine’s Packs

The illustrations across the packaging images and the aligning ads work together to set a scene using optic illusion

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11 of the Most Accessible Brand Campaigns and Actions of 2021

2021's most resonant disability inclusion efforts reflected a remarkable level of authenticity by implementing changes that have a serious impact beyond any single product.

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Johnnie Walker Bottle Celebrates Hit Netflix Show Using Hidden UV Codes

Johnnie Walker is teaming with Netflix for a special Money Heist themed bottle.

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3 Radical New Rules for Creatives When It Comes to Sustainable Packaging

The onus is on brands to not only 'do less harm' to the planet, but also replenish it.

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Dungeons & Dragons and Nerds Candy Partner to Offer New Packaging and Exclusive Gameplay

The partnership will provide fans with limited-edition theater packaging and an exclusive tabletop campaign, "Restoring Harmony."

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Why Snapchat Works to Drive Lead Generation in a Post-IDFA World

The social network remains a valuable marketing tool amid stricter privacy laws.

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The Meaning Behind These Gorgeous Limited-Edition Doritos Bags

Artist Megan Lewis reimagines the snack brand's packaging as part of a larger effort to amplify Black voices.

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Omsom Is on a Mission to Reclaim Asian Flavors in Grocery Stores

Omsom co-Founder Vanessa Pham appears on the I'm With The Brand podcast to discuss breaking stereotypes and reclaiming heritage.

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McDonald’s Found a Clever Way to Spell Entire Words Using Only Its Logo

The new campaign encourages fans to spell out what they're feeling using the brand's food containers.

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Fast-Food Brands Look at Reusables to Attempt to Solve Container Waste

Burger King, Starbucks, McDonald's and Tim Hortons are launching pilot programs to find out if it'll reduce their carbon footprints.