Packaged FINDINGS: All the “elements” of great packaging

Posted on May 12, 2022 by

I have a true penchant for what I call elemental packaging. This means reducing packaging graphics to the simplest, most direct elements needed to immediately and accurately communicate with consumers.

As my quest continues to find innovative approaches to packaging, I look for examples that reflect either a new material application or present a design that stands out because of what it is not.  As categories continue to expand with increasing variables, consumers are having more and more difficulty making purchasing decisions. This is why I found the bare packaging so interesting.

It is about as elemental as you can become. A logo/brand, a product visual, and a product style. The simple, saturated black background provides contrast to the brilliant product photography. The products are rendered in an almost perfect form with enough shadow and depth to provide dimension without forcing the issue.

The copy is equally as simple, consisting of no more than ten words on any given package.  While I might argue that the handwritten typography is too casual to be impressive, it doesn’t detract from the design’s impact.  Creating the logo out of the dried fruit chips provides a small amount of humor. The varied tones on the different product styles also provide product distinction.

Additionally, this is one of the few cases where the back panel is as impactful as the principal display panel. It eliminates the logo and replaces it with a super image echoing the treatment of the fruit in the package.  Once again, the fruit is presented in almost perfect images, supported by the “story” content, product facts, and easy-to-read nutrition statements. There is nothing non-essential on these packages.

I value this packaging because it is simple, elemental, and impactful enough to clearly engage with the consumer. Well done!


The purpose of our “findings” blog is to spotlight packaging that displays thinking that breaks the mold and delivers something new or chancy – or at the very least, highlights packaging that catches your eye in the retail environment.


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