10 of Our Favorite Packaging Design Examples 

People say it’s what’s on the inside that truly counts. And while the inside stuff is certainly important, the outside is what makes the first impression. I’m not going to get philosophical here, we’re talking about product packaging.

Packaging design is an integral part of branding. It’s so much more than a vessel to hold and transport things. Packaging reflects the quality of your products or services and the values of your organization. Whether it holds merchandise, promotional marketing materials, or event collateral, packaging is often one of the first and most provoking touch points between your brand and your customers. 

Table of Contents

1. Packaging Design Examples We’ve Played a Role In 
2. Packaging Design Examples We Love
3. The Anatomy of Great Packaging Design

3 Packaging Design Examples We’ve Played a Role In

Imprint Engine has executed countless brand experiences where packaging is a primary component. From securing precious (and even perishable) goods to spreading the word in style, we’ve gotten to create some pretty cool unboxing experiences. Here are just a few: 

1. GitHub

To build anticipation for GitHub’s team summit, we created gigantic ‘GitReady’ kitted boxes as well as their contents, which included a custom 432-piece puzzle, an 8-ball-inspired stress ball, a branded charger bank, a large branded blanket, and even customized M&Ms in GitHub-branded packaging.

The key to a successful kit is a flawless unboxing experience. Beyond producing the contents and boxes, we designed a custom foam insert so that each item fit snugly in place. Upon opening their kits, recipients were able to see the meticulous level of customization on every product because the foam insert prevented anything from shifting in transit. Read more about kitting and why it’s the hottest trend in promotional marketing.

2. GoPuff

We created GoPuff’s Pepsico boxes to help advertise their Back to College Campaign, which was activated at more than 300 universities. Each box contained snacks and beverages for college students and displayed event information specific to each campus. 

3. Parlour Bar

When one of the most popular restaurant chains in the Twin Cities needed innovative packaging for their interactive campaign, we made it happen. Parlour Bar needed boxes (AKA ‘Parlour Packs’) that were easy to carry and could securely hold four burgers, fries, a custom coozie, and sticker pack — basically an adult Happy Meal. Each box displayed restaurant fun facts, franchise information, and even crosswords and mazes to play as you eat. And we got to produce everything inside (except for the gourmet comfort food). 

7 Packaging Design Examples We Love

Brilliant packaging inspiration is quite literally all around us. Here are a few more examples of packaging designs I love but can’t take credit for.

4. Graza 

Since Graza’s launch in 2022, the olive oil maker has become a pantry staple for its high-quality taste, functional squeeze bottles, and clever refill cans. While chefs have long used squeeze bottles for their practicality, Graza has made them attractive to home cooks everywhere, offering two variations of oil: one for “sizzling,” one for “drizzling.” Now, Graza is attracting plastic-adverse customers and encouraging existing customers to reuse their squeeze bottles by offering both oils in nitrogen-sealed aluminum cans.

5. Boxed Water

Boxed Water does a great job of showcasing their mission and values through packaging. Their cardboard carton packaging is made with 92% renewable materials and serves as a sustainable alternative to single-use plastic bottles. Plus, carton boxes can be transported using fewer trucks, further lowering Boxed Water’s carbon footprint. 

6. TOMS

TOMS is known for pioneering the One for One model; you buy a pair of shoes, TOMS gives a pair away to a child in need. They have also committed a third of their profits to support people building equity at a local level. Their vibrant, high quality shoe box design tells their brand story and encourages customers to repurpose their packaging as a decorative and functional storage solution.

7. iPhone

Apple is known for minimalist design and sleek packaging that builds excitement for what’s inside. The iPhone box is designed to open slowly, revealing a clean and organized product resting on top of its accessories. Apple has successfully turned their unboxing experience into an anticipatory ritual, resulting in more than 59% of customers holding onto the boxes until they replace their iPhone.

8. Lush Cosmetics

Lush’s packaging stands out to me because they hardly use any at all. Half of their products can be taken home from the store “naked” or in a recyclable paper bag. But when packaging is unavoidable, they opt for recycled materials. To encourage customers to return the packaging for recycling, they offer a free face mask to those who bring back 5 product containers. They also offer reusable tins to store soaps, shampoo bars, bath bombs, refillable lipsticks, and more.

9. Harry’s

Harry’s does a great job of making personal care both convenient and luxurious. Their packaging reflects the simplicity and sophistication of the products they offer with straightforward designs, fitted compartments to keep products in place, magnetic closures, and a variety of colorway options. Harry’s creates an unboxing experience that makes a mundane task like shaving feel opulent.

10. Coca Cola

Coca Cola’s vibrant red packaging is recognizable and captivating for consumers anywhere the world. This brand always does a great job of executing limited edition packaging, such as cans with names on them like you’d find at a souvenir shop or packaging collaborations with musicians, food companies, and events such as the Olympics to generate or boost customer engagement with their product.

The Anatomy of a Great Packaging Design

Successful packaging design isn’t achieved at random; it’s a combination of factors that protect your products while making an impact on consumers. Here are 4 functions of great packaging:

1. It Leverages Sustainable Materials: Sustainability practices are not only important for the environment, they’re important to your customers! Great packaging leverages recyclable, biodegradable, or compostable materials to minimize your impact on the environment. Read about the difference between going green and greenwashing.
2. It Captures Your Brand Experience: This is where being experts in production design and branding comes into play. At Imprint Engine, we don’t just consider the graphics or layout that our clients provide, we have to think through exactly how it would appear or work best, as well as what would make it a thoughtful and on-brand unboxing experience. Read about the power of packaging as a brand touchpoint.
3. It Securely Holds Its Contents: The primary function for packaging is protecting its contents during transport. Elements to consider are the thickness or style of container for peak durability, insulating filling such as tissue, foam, or crinkle paper for impact protection, or airtight closure for preventing damage from moisture or light.
4. It’s Easy to Handle: Great packaging isn’t difficult to carry or open. This could mean it is stackable, features easy-open tear notches or perforations, has grab handles, or can be resealed with peel-back strips for convenient returns.

Need Packaging That Makes a Splash? We’re Here to Help

Effective packaging is an integral part of branding. It’s often customers’ first impression and can lead to impactful and shareable unboxing experiences. Learn more about our corporate gifting platform to make your next brand experience stand out.