Plot twist: the generation with $12 trillion in spending power doesn't give a flying TikTok about your carefully kerned wordmark.

But before you fire your design team and throw your brand guidelines out the window, hear us out. Gen Z shoppers may feel overlooked because they are perceived as a hard target to hit, but truth be told, there are many unique avenues through which brands can seek to appeal and emotionally connect with them.

Gen Z's apparent logo apathy isn't actually about your logo at all. It's about what your logo represents—or fails to represent. And understanding this distinction might just be the key to unlocking the most influential consumer generation in history.

Remember when packaging just needed to protect the product and look decent on a shelf?

Those were simpler times. Quaint, even.

Today, your packaging needs to be a shapeshifter. A multitasking marvel. A Swiss Army knife of consumer touchpoints. It needs to seduce on the shelf, perform on camera, tell a story in someone's hands, and—oh yeah—still protect the product.

Welcome to the age of the unboxing, where Gen Z prefers mobile-first shopping experiences and often discovers products through social media. Your packaging isn't just packaging anymore. It's content. It's entertainment. It's a brand experience that begins long before the box is opened and continues long after the product is consumed.

I collect kitchenware—pretty plates, well-worn spoons and embroidered napkins. I’ve amassed a fairly significant number of pretty things and fortunately, I have the space in a spare room to house my collection.

In the fast-moving world of consumer packaged goods (CPG), the difference between a product that gets tossed into a shopping cart and one that gets left on the shelf often comes down to seconds—visual appeal, clarity of messaging, and brand recognition. That’s why one of the most powerful (and underused) tools in a food or beverage brand’s toolkit is A/B testing.

While it’s commonly associated with websites and email subject lines, A/B testing is just as relevant—and arguably more valuable—when applied to packaging design, shelf placement strategy, and branded visuals. It's not just about making things look good—it's about making strategic design decisions based on real data, not just gut feelings.

Let’s dig into how A/B testing can help CPG brands optimize their packaging, refine their visuals, and build stronger connections with their audience—especially when your brand is due for a refresh, not a full rebrand.

In the competitive world of consumer packaged goods (CPG), your product has approximately three seconds to capture a shopper's attention. Within this fleeting moment, typography and visual hierarchy play pivotal roles in determining whether your product stands out or gets lost among countless alternatives on crowded retail shelves.

“Designing packaging for retail shelves is both an art and a science. It’s not just about looks; it’s about capturing attention, telling the right message, and ultimately driving sales.”

Because your brand deserves to make a cohesive first (and second, and hundredth) impression.

Let’s be real—branding isn’t just about looking good anymore. It’s about showing up consistently, no matter where your audience finds you. On Instagram. In their inbox. On the shelf. At a trade show. And if each of those touchpoints feels like it’s coming from a different planet? You’ve got a style problem.

That’s where a brand style guide becomes your secret weapon.

In a crowded marketplace where consumers are constantly bombarded with choices, your brand needs more than a well-designed logo or clever tagline to stand out. It needs a soul. That’s where brand archetypes come in. Rooted in psychology and storytelling, brand archetypes provide a framework for creating authentic, emotionally resonant brands that connect with consumers on a deeper level. For CPG (consumer packaged goods) brands, especially, defining your brand archetype can help shape your voice, visuals, and customer experience—ultimately influencing buyer behaviour and brand loyalty.

When people think about the world of packaging design, the first images that come to mind are often those of stunning visuals, brilliant creativity, and the glamorous end products that make it to store shelves. But behind the eye-catching designs and viral branding moments lies a day-to-day reality that’s as challenging as it is rewarding. Today, we’re pulling back the curtain to share not just the highlight reel but the full, unfiltered journey of a packaging designer—glamour and all.

Packaging is more than just a container—it’s the first impression your product makes, and it plays a vital role in protecting and presenting your brand. But with so many material options available, choosing the right one can feel overwhelming. In this post, we’ll break down the process in a human, straightforward way.

In today’s highly competitive marketplace, packaging design is more than just wrapping a product—it’s an essential part of your brand identity and consumer experience. As a packaging designer, you’re constantly challenged to strike a balance between creativity and functionality. Creative designs capture attention and communicate brand values, while functional packaging ensures that products are protected, accessible, and user-friendly. In this post, we’ll dive deep into strategies and best practices for merging artistic innovation with practical design elements to create packaging that stands out on the shelf and delivers a superior user experience.

Engaging a designer is an important decision—one that can feel like a leap of faith. You’re entrusting them with your brand’s visual identity, marketing collateral, website, or packaging. Naturally, you want to ensure they’ll create something impactful that aligns with your business goals.

We've all seen packaging that makes us do a double take. Sometimes it's funny, sometimes it's confusing, and sometimes it's just plain unfortunate. The image above? A prime example of what happens when messaging goes awry. "Tastes Like Grandma"—yikes! Not exactly the comforting, homemade jam experience they were going for.

In a world where first impressions are everything, packaging design has evolved far beyond merely protecting products—it now tells stories, evokes emotions, and cements brand identities. The year 2024 has been a veritable playground for creative minds, with brands pushing the envelope in ways that blend functionality, innovation, and a deep sense of nostalgia. From reimagining heritage icons to infusing modern flair into everyday products, the top packaging designs of 2024 are setting new benchmarks for how brands engage with consumers. Today, we’re thrilled to share Amanda DeVries RGD’s curated selection of the five most exciting packaging designs of the year. Let’s dive into these inspiring creations and explore what makes them so uniquely compelling.

In the competitive world of consumer goods, convincing shoppers to switch brands is no easy feat. Breaking their established routines and persuading them that your product is the superior choice requires a strategic and deliberate approach.

However, many brands unintentionally hinder their own success by prioritizing aesthetics over essential information. Too often, we see visually striking logos dominating packaging, overshadowing the product name and key details that consumers rely on to understand what they’re buying.

You’ve created an amazing new product—maybe it’s low-carb, high in protein, or packed with unique minerals. Naturally, you want to highlight these benefits on your packaging. But before you sell in Canada, it’s essential to understand the regulations set by the Canadian Food Inspection Agency (CFIA).

Sustainable packaging has become a buzzword in today’s consumer-driven market, capturing the attention of brands and consumers alike. With growing environmental concerns and rising demand for eco-conscious products, many companies are jumping on the sustainability bandwagon, investing in innovative, greener packaging solutions.

But does sustainable packaging truly drive sales, or is it just a marketing tactic to appeal to environmentally conscious shoppers?

Every year, Pantone announces its “Color of the Year,” setting the tone (quite literally) for design, fashion, and branding trends across industries. This annual ritual isn’t just about picking a pretty hue—it’s about capturing the spirit of the times and inspiring creative expression across the globe. For 2025, Pantone has chosen Mocha Mousse—a warm, earthy brown that many might not expect to lead the charge. And, well… I have some thoughts.