Turner Duckworth has refreshed Reese’s ice cream product line with new packaging and branding. While the brand is synonymous with the iconic Peanut Butter Cups, consumers didn’t readily associate the brand with frozen treats.
Category: Package Design USA (PDUSA)
Noun Ventures Energizes Protein Bars
Noun Ventures partners with Protein Puck to bring new branding to life visually with a mark, name, and creative assets including packaging, writing, design, and photography. The goal is a visual upgrade and expansion into new markets nationwide.
Skittles Follows The Rainbow
For the second year, Skittles has launched a limited-edition lineup of LGBTQ+ Pride packs with exclusive designs created by LGBTQ+ artists. The packaging aims to increase visibility and support for the community.
New CF Napa Website Features Cinematic Videos
The CF Napa Brand Design team has launched a complete redesign of its website. New features include simplified navigation optimized for use on mobile devices and a cinematic video home page.
Jim Beam Branding Has Spirit Of Place
A visual identity and package design by Turner Duckworth, along with advertising by Leo Burnett, give leading bourbon brand Jim Beam a sense of history and place as well as a fresh energy and optimistic positioning.
JDO Rebrands Sunscreen As Skin-Lover
JDO takes Hawaiian Tropic beyond the beach with a modern new look that highlights the sunscreen brand’s skin-loving credentials. The identity seeks to shift the venerable product from a carefree beach product to a skin-loving brand.
Equator Expands To Toronto
Equator, the global packaging design agency, has bolstered its portfolio with the addition of a new design studio in Toronto. The move highlights the power of packaging in the battle for eyes and minds.
CF Napa Grapples With Zinfandel Rebrand Challenge
CF Napa helped Vinoce Vineyards reimagine their single SKU Zinfandel brand ‘The Grappler’ with a nod toward the clients’ love of wrestling. It includes a color cast of masked characters on the labels.
Pepsi Logo Unites Globe and Wordmark
PepsiCo Design & Innovation created this new logo and identity for Pepsi that showcases a bold typeface and an updated color palette. Pepsi will implement the new look across all brand touchpoints beginning this fall.
McCormick Redesigns Core Red Cap Products
For the first time in decades, McCormick launches a new design for its core red cap branded products. Leveraging the redesign to further sustainability, the bottles are made from a 50% post-consumer recycled plastic.
Bulletproof Unleashes Captain Morgan’s Spice
Captain Morgan has unveiled a new package design by Bulletproof which begins a global rollout following the launch of the global ‘Spice On’ campaign last summer. Liquid spice is the hero of the new creative.
Häagen-Dazs Honors Female Founder On International Women’s Day
Häagen-Dazs Vanilla ice cream has been renamed the ‘Founder’s Favorite’ on International Women’s Day in recognition of founder Rose Mattus’ contributions. The company supports women who ‘Don’t Hold Back’. Creative concept by Forsman & Bodenfors NY.
Chase Design Group (Purposely) Smudges Wine Label
Black Chalk has released a new wine with a label showcasing the passion and artistry of the brand. Imagery includes a combination of charcoal markings, black background, and generous use of white space to provide a modern, artistic feel.
Pearlfisher Bakes In Genio Della Pizza’s Attention To Detail
Pearlfisher worked closely with Genio Della Pizza to develop a brand identity for the frozen pizza line that includes design and packaging to highlight a passion for craft and quest for excellence.
7UP Brand Identity Promises ‘UPliftment’
7UP® has announced a modern design that adds moments of ‘UPliftment’ and positivity and surprise to the everyday, and that elevates the brand’s international positioning. The identity is by PepsiCo Design and Innovation.
CF Napa Reimagines Lady Liberty
CF Napa created the logo and package design for Good Trouble, a new bourbon brand that supports social causes and honors those pursuing positive social change. The logo reimagines Lady Liberty as taming the beast of inequality.
New Burberry Logo Wears Serifs
Burberry, the quintessentially fashion British brand, has brought back serifs for its new logo as well as a campaign that features a ‘circa 1901’ Equestrian Knight. The new campaign was photographed by Tyrone Lebon.
Neenah Debuts Customizable Sustainable Mailer
Neenah has introduced a customizable rendition of its sustainable NEENAH ENVIRONMENT® Mailer. The new durable, paper-based mailer is intended for non-fragile soft goods, textiles, and apparel.
Mrs&Mr Rebrands Walmart Intimates
Walmart is out with a complete rebrand of its intimates and sleepwear private brand, in collaboration with Mrs&Mr, which has renamed, repositioned and redesigned the retail giant’s 23-year-old Secret Treasures.
R/GA Refreshes Dwayne Johnson’s ZOA Energy
R/GA helped ZOA expand its mission to the masses, reach new audiences beyond the gym, and develop new equity and emotion for the brand.
Mermaid Stands Strong In Chicken of the Sea Rebrand
Chicken of the Sea is splashing into the new year with a modern look, including a fresh update for the iconic mermaid. Little Big Brands developed the first complete rebrand in more than 20 years.
Michael Duffy: The Next Evolution In Intelligent Packfronts and Design
The evolution of smart packaging has only just begun, and the next great innovations are closer than we think. So contends Michael Duffy, Global Creative Director and Board Director at Equator.
Pizza (Box) With A Point
Baldwin&, a Raleigh NC-based agency, worked with Ponysaurus Brewing on the launch of their new pizza brand. Unique package design shares 360 points of view to underscore how well-rounded the pizza is.
Knockout Honors Basquiat For Bombay Sapphire
Bombay Sapphire and the Basquiat Estate have joined forces in the creation of a Special Edition bottle that pays tribute to cultural icon and artist Jean-Michel Basquiat.
Happy Dirt Brand Makes ‘Organic’ Approachable
The Republik created an identity system for an organic wholesale producer that would not only stand out, but also make the idea of organic more approachable by turning nature’s own heroes into messengers.
Commanding Presence For Veterans Cut Bourbon
Veterans Cut, a limited release bourbon with a package design by Jess Glebe Design, achieves a commanding presence in an ultra-premium liquor space, showcasing a strong yet refined nod to veterans.
CF Napa Celebrates 50 Years Of Clos Du Val
Clos du Val engaged CF Napa to create a new celebratory offering – their 50th Anniversary Blanc de Noirs. The label design sets the brand name in a sans serif font, boldly front and center, to present a contemporary, fashion-forward feel.
Nature Is Muse For Aveda
The Aveda x 3.1 Phillip Lim collection celebrates the botanical world of beauty and the spirit of giving. Sustainable packaging elements include organic cotton, recycled bottles and jars, and 100% PCW Neenah CONSERVATION® papers.
Bluebird Giftbox Is Welcoming and Stylish
Roxanne Bradley-Tate established that Bluebird Giftbox’s brand essence had to embody the joy and good news bluebirds symbolize. The image needed to be welcoming and stylish while not looking too traditional, always keeping the older adult user in mind.
Voice of Maasai Album: Circular And Colorful
Circular elements and bright, powerful colors weave their way into Jessy Jansen’s album design for Voice of Maasai, an East African music collective, as they are central to Maasai culture.
Sunset Farms Labels: Prestigious Look and Feel
Award-winning graphic designer Erik Borreson gave each Sunset Farms beverage label its own distinct look and feel, while ensuring its fit within the beverage family.
A ‘Joint’ Venture: Why CBD-Infused Products Need A Packaging Treatment
Michael Duffy of Equator argues that, for brands wanting to seize the opportunity made possible by the CBD product explosion, packaging provides a strong opportunity for branding, product differentiation, and consumer education.
Cleopatra’s Skincare Branding: Fluid and Elegant
En Bouquet is a skincare and cosmetic brand for Gen Z, inspired by the natural ingredients used at Cleopatra’s Cosmetic Workshop along the Dead Sea. The project is by Jaspriya Sahmey.
Pearlfisher Sweetens Confectioner’s Logo
Pearlfisher’s evolution of the master brand, including a range of design assets for all touchpoints, is framing a new future for Middle Eastern food processing company and confectionary icon Gandour.
CBX Captures Bubble Tea Experience
Brand design agency CBX of New York City and Minneapolis was asked to the establish the positioning, tone, and reason-for-being for Del Monte Foods’ new Joyba bubble tea. Bubbles, pop and movement are key.
Wine Label Collages Say Welcome
Drinks design specialist Denomination has created an evocative package for the latest wine varietal from House of Brown, the new second label from Brown Estate, Napa Valley’s first Black-owned estate winery.
CF Napa Reimagines Schug Crest
Schug Winery came to CF Napa to refresh and restructure their multiple tiers of wine for increased distribution. CF Napa’s packaging system features a refined crest, allows for differentiation between the offerings, and honors the brand’s legacy.
Meet The Neenah Environment® Mailer
Neenah introduces their Environment Mailer, a premium unboxing experience for non-fragile soft goods and garments. It is described as “sustainable yet durable” compared to traditional mailers.
Ricola Brands As Nature-Loving
Brand design agency Lewis Moberly reveals a fresh redesign for iconic Swiss brand Ricola as it appeals to its global market. The new positioning builds on Ricola’s roots, expressing the brand as nature loving and down to earth.
Tabasco Identity Brings The Spice
Tabasco enlisted New York creative agency Mrs&Mr to build its global visual identity, with ‘Light Things Up’ as its theme and new tagline. Bold colors and artwork, rather than insinuations of heat, create the energy.