What Great CPG Packaging Looks Like (and How to Get There)

Walk through any grocery store, and you’ll see hundreds of products competing for your attention. 

The colors, the fonts, and the way something feels in your hand all play a part in what you notice and what you ignore. For consumer packaged good (CPG) brands, packaging has a huge impact on that split-second decision people make at the shelf.

Eye catching design tells a story, and builds trust before a customer even reads the label. 

Whether you’re launching a new product or giving an old one a fresh look, strong CPG packaging can be the difference between capturing attention up or getting passed over. Here’s a quick guide on how to get it done the right way.

What is CPG Packaging Design?

So, with everything above being said, what is CPG packaging? CPG stands for consumer packaged goods. 

These are everyday items like food and beverages, toothpaste, laundry detergent, otherwise known as the products people buy often and expect to find on store shelves or online.

Packaging design is the process of creating how these products are presented. That includes everything from the shape of the container to the colors, fonts, and labels used. It’s the visual and physical experience a customer has with the product before they even open it.

But consumer packaged goods design isn’t just about looks. It also plays a role in how a product is stored, shipped, and displayed. It needs to hold up in transit, meet legal requirements, and work within production limits. 

Good packaging tells people what the product is, who it’s for, and why it’s worth buying, all in a matter of seconds. It helps your product feel familiar, trustworthy, and easy to choose.

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Why You Need Great Packaging

• Visual Identity that speaks volumes: Your product's packaging should shout your brand’s personality in the best way. Whether it’s the cheeky vibe of a snack brand or the calm confidence of a luxury skincare line, every color, font, and logo choice tells part of that story.  It’s a great idea to consult a CPG packaging design agency to ensure brand consistency.
  
  
• Shape, feel, and materials that matter: Packaging is more than skin deep. How something feels in your hand, how it moves on the shelf, and what it’s made of all shape customer perceptions. Is it smooth, heavy, eco-friendly, or clever? Maybe it’s a resealable pouch that saves your snack for later or a glass jar that feels premium.
  
  
• Messaging that cuts through the noise: When shoppers glance at your package, they should instantly get what your product is about. Ditch the fluff and focus on what matters. What’s inside? Why should they care? And speak their language. Whether it’s bold and fun or simple and direct, the words should feel like a conversation, not a sales pitch.
  
  
• User experience that keeps customers coming back: The best packaging covers every touchpoint. The ease of opening, the satisfaction of using, and the convenience of storage. Packaging that fits effortlessly into someone’s daily routine becomes a part of their life, not just something they toss aside.

Packaging Design Process in 5 Easy Steps

1. Start with your customer’s shoes: Walk a mile with your target shopper. What do they want? What frustrates them? Where do they shop? Knowing consumer behavior inside and out will save you from wild guesses later.
   
   
2. Become a shelf detective: Spend time scoping out the competition. Look beyond just who’s next to you on the shelf. Study their design choices, their messaging, even how they package their products for online sales. Find gaps you can fill and moments you can seize to give you a competitive edge.
   
   
3. Tell your brand’s story loud and clear: Your packaging should be a visual and tactile storybook. Are you the underdog? The eco-warrior? The indulgence everyone deserves? Nail this brand identity early so every design decision has purpose.
   
   
4. Assemble your dream team: Packaging design takes a village. Bring together designers, copywriters, engineers, and production pros who get your vision and can work together. The best packaging design ideas happen when these experts collaborate from day one. Again, this oftentimes involves utilizing a CPG packaging design agency.
   
   
5. Prototype like you mean it: Don’t just daydream about your packaging, get out there and build it. Get prototypes into hands early and often. Listen carefully to feedback from real shoppers and adjust before you commit to production.

Packaging Trends in 2025 — What’s Working Right Now (With Real Examples)

Packaging design isn’t static. It evolves with consumer preferences, technology, and culture. Staying on top of current trends can help your product feel fresh and relevant. 

Here are some of the biggest movements in packaging design today, paired with examples that show how brands are making them work.

1. Sustainability is Non-Negotiable

Shoppers want to see brands taking responsibility for their environmental impact. Using recyclable, compostable, or sustainable packaging materials plays a huge role in purchase decisions for many environmentally conscious consumers nowadays. Packaging that shows a commitment to sustainability builds trust and loyalty.

Example: The CPG brand, Loop, jumped into this specific niche back in 2019 and has helped many of the brands that you already know and use take the leap, too. With their sustainable CPG packaging solutions, big brands are now showcasing their commitment to a healthy, eco-friendly consumer experience with a newfound boldness.

2. Minimalism with Meaning

Clean, simple designs that communicate clearly are trending, especially as customers face more choices and more information overload. Minimalism cuts through the noise, focusing on key messages with space to breathe.

Example: Honest Beauty nails this with soft colors, straightforward fonts, and transparent messaging that matches their brand promise of honesty and simplicity.

3. Bold, Playful, and Human

On the flip side, some brands are standing out by getting a little louder and more personal. Handwritten fonts, quirky illustrations, and conversational language make products feel approachable and real.

Example: Oatly breaks the mold in the oat milk category with its handwritten style and cheeky messages. This tone invites shoppers to engage with the brand as if it were a friend.

4. Functional Innovation

Packaging that’s easier to use or adds convenience creates a better experience and encourages repeat purchases. Features like resealable pouches, ergonomic shapes, or multipurpose containers can make a big difference.

Example: PopSocket’s food packaging is designed for both retail and shipping, opening easily while showcasing the product clearly. It’s an excellent reminder that function and form should work hand in hand, and in a world of AI illustration generators, it feels very authentic.

5. Storytelling Through Design

More brands are using CPG packaging design as a way to tell their unique stories, connecting emotionally with customers. Whether it’s the brand mission, ingredient origins, or sustainability efforts, packaging is becoming a storytelling platform.

Example: Olipop does this well. Their retro-inspired design cues tap into a nostalgic, feel-good story about soda, just made healthier. The packaging leans into warmth, optimism, and a subtle narrative of indulgence without guilt. Without saying much, it tells customers exactly how they should feel about choosing it.

Wrapping It Up

Packaging can either be the reason someone picks your product or walks right past it. It’s about clarity, emotion, strategy, and, of course, good design. When those pieces click, your packaging becomes a growth engine for your brand.

If you're building or refreshing your CPG packaging and want it done right, consider looking into a CPG packaging design agency like ManyPixels. Their team blends clean, high-impact design with a deep understanding of what’s attracting consumers, making them click, pick up, and purchase. 

Whether you need a one-off packaging project or ongoing design support across your full product line, ManyPixels offers an unlimited design service that helps brands move fast, stay on-brand, and look exceptional at every touchpoint.

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