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.

Ever walked into a store and felt strangely drawn to a particular aisle, inexplicably compelled to pick up a certain product? Or maybe you've scrolled through endless online listings, only to find yourself clicking "add to cart" on something that wasn't even on your initial shopping list? It might sound like magic, but there's a powerful force at play here – the psychology of colour.

Sure, you might think you're making decisions based on logic and need. But the truth is, colour plays a surprisingly significant role in influencing our perception and ultimately, our purchasing decisions. From the vibrant hues adorning store shelves to the carefully chosen tones on a website's layout, colour is a silent salesman whispering sweet nothings (or maybe urgent calls to action!) into your subconscious.

Don't believe it? Here's why colour is more than just a pretty face in the world of consumer behaviour.

Recently, I embarked on a self-discovery journey inspired by David C. Baker's advice. I sought the insights of trusted friends to uncover my unique ability. The responses were illuminating, revealing a hidden strength that had long been overlooked.

A recurring theme emerged: thoughtful contemplation.

As a designer, I'm constantly drawn to the artistry and innovation found in packaging design. It's more than just a protective layer; it's a silent salesperson, a first impression, and often, a memorable experience. Today, I want to delve into a specific example that caught my eye – a product that, quite literally, had me double-taking.

As I reflect on the past year, it's clear that life has been a series of small tweaks, setbacks, and new learnings. These incremental adjustments, often overlooked, have had a profound impact on my overall well-being.

One area where I've focused on making small tweaks is my physical health. It's easy to get caught up in grand fitness goals, but I've found that consistent, small changes yield remarkable results.

I've always been active, but this year, I decided to take a more structured approach to my fitness routine and I embarked on a strength training journey.

In recent years, the wine industry has faced a unique challenge. While the quality of Canadian wines has soared to new heights, the packaging often falls short. As a result, many younger consumers are turning away from wine, opting for more visually appealing and innovative beverage choices.

I wanna talk powers, but sadly there are no superheroes here.

...Hamilton Helmer's book "7 Powers" refers to the seven key strategies or business models that companies can leverage to achieve and sustain a competitive advantage (spoiler: #5 is my fave).

It provides real-world examples grounded in decades of experience as a strategy advisor, active equity investor, and Stanford University professor that help us build a set of mental models to think through strategy.

So, here's a little secret about me: I'm not exactly a natural-born artist. I've tried my hand at painting, sketching, and even pottery, but let's just say I'm more of a "creative thinker" than a "creative maker."

But then, this past winter, something unexpected happened. I decided to give weaving a shot.

Now, I know what you're thinking: "Weaving? That's a bit old-fashioned, isn't it?" Well, maybe. But hear me out.

On behalf of all designers, I'd like to make a confession:
We still love paper.

From my quarterly subscription to Issues Magazine Shop to drooling over Standards Manual's publications to my sample paper pack from Spicers Canada, I still can't get enough of it.