Anatomy of Award-Winning Packaging Designs

What Makes a Design Stand Out

Thinking of design after you’ve nailed your product is like choosing a wedding venue after the vows. Bad idea. Brand design starts with strategy. You’ve got to go deep: Who are you? What do you stand for? What are you actually trying to achieve – and where do you want your brand to go? If you can’t answer that, no packaging in the world is going to save you.

Design is the execution of your brand story. It’s what brings your purpose to life in a way that speaks directly to the right audience, in the right tone, using the right cues. Typography, finishes, materials, unique packaging shapes – they're not random picks from a Pinterest board. They're intentional tools that build recognition, spark that emotion, and (in all honestly) help people decide whether to pick you up or pass you by.

Remember: it has to all work together. Your logo, your tone of voice, your visuals, even your barcode placement – it all needs to fit. That's how you create a design that feels right.

Strategic From the Start

If we take a look at Legacy Chocolates. They took packaging seriously from day one of their rebrand. The result? A whopping 300% sales increase in just 30 days – without a single ad. That’s the power of strategy meeting storytelling, not just slapping on a logo and calling it a day.

It’s All About Touch

Material choice matters more than most admit. Paperboard says premium. Corrugated cardboard says earthy. Glossy plastic? Bit 2010. Tactility shapes perception before the brain even catches up. Touch is part of the experience – and when done well, it becomes a memory. That moment someone runs their hand over a textured label or pops a magnetic closure? That’s emotional engagement. That’s brand-building.

So yes, the surface really matters. Remember, you're designing how it feels to hold your brand.

The Showstoppers: Design Features That Create Impact

✅ Clear visual hierarchy
✅ Strong brand narrative
✅ Functional material choices
✅ Memorable unboxing experience
✅ Emotional storytelling

The Unsung Heroes: 6 Functional Roles of Packaging

Judging Criteria for Design Awards

Ever wonder how packaging earns a golden sticker (or ten)? Design awards are judged with the scrutiny of a Michelin inspector.

Design competitions like Dieline, iF Design, and Pentawards have pretty sharp pencils when it comes to scoring. Categories typically include:

• Aesthetic & Structural Innovation – Does it do something fresh? Visually arresting?

• Consumer Accessibility – Can actual humans open it without instructions?

• Sustainability – Less plastic, more planet-friendly.

• Feasibility – Cool idea, but can it be made without black magic?
  
  

Packaging must function both logistically (protect, stack, ship) and emotionally (evoke delight).

What Materials & Certifications Get Points

• Corrugated cardboard – Strong, recyclable, lovable.

• Polyethylene – Versatile but less eco-friendly (use with caution).

• Compostable bioplastics – The future is squishy and green.

• FSC Certification – Forrest-friendly and proud of it.

Glass & aluminum packaging – Premium feels, endlessly recyclable.

Examples of Great Designs

No theory without some eye candy. It’s one thing to talk about effective packaging design and it’s another to see it in action. Here are some brands that are absolutely smashing it in the packaging design arena. Get ready for some serious inspiration (and maybe a touch of envy):

Sitch

Haircare just got smarter and sexier. Sitch is a refillable haircare brand built with real salon know-how and sustainability at its core. The custom bottles feature a genius tessellating design – flat on one side to sit flush against walls, curved to nest together like stylish shampoo Tetris.

Made from post-consumer recycled plastic and paired with recyclable refill pouches, making it a smart, sustainable choice for everyday use. With minimalist textures, soft gradients, and embossed details, the packaging feels more like ceramic art than haircare. It’s sustainable, it’s functional, and it’s proof that eco-friendly packaging doesn’t have to be boring.

Cheese M

Charcuterie, but make it clever. Cheese Me turns party platters into portable, plastic-free perfection with a line of octagon-shaped boxes designed to match every social setting. So yes it works for all those solo snackers (Cheese Me) to full-blown fromage fiestas (Cheese Everyone). The packaging is made from food-safe cardboard (zero plastic!) and doubles as a serving tray, complete with a “Perfect Bite” guide printed under the lid. It’s part cheese board, part experience, and 100% Instagram-worthy. With playful messaging, bold colours, and thoughtful UX, Cheese Me makes hosting easier, more fun, and a little more planet-friendly.

CVS Beauty

CVS’s Beauty 360 line has had a glow-up that ditched the bargain-bin vibe and delivered premium feels without the price tag. By replacing the old brand name with the iconic CVS heart and building a flexible design system around product type and benefit, they made every product feel intentional and elevated.

Think confident typography, familiar colour cues, and expressive, category-specific heart icons – all working together to rival national brands. The packaging is strategic. And while not shouting about sustainability, the redesign subtly reduces brand clutter and packaging waste by streamlining SKUs and enhancing shelf presence. The result? Double-digit growth and customers who now mistake CVS Beauty for a high-end player. Not bad for a pharmacy aisle.

One Good Thing (OGT)

These oat-powered bars are fuelling cyclists and cleaning up the snack game, quite literally. Designed with performance and sustainability in mind, each bar is coated in an edible, beeswax-based skin (yep, like an apple) that’s waterproof, pocket-friendly, and totally wrapper-free.

No plastic, no fuss, no stopping mid-ride to wrestle with crinkly packaging. The minimalist design redefines convenience for endurance sports. With natural ingredients, bold flavours like Cherry Bakewell and Salted Caramel, and no landfill guilt, this is packaging innovation that keeps pace with both athletes and the planet.

Packaging as a Marketing Medium

Let’s talk packvertising. Yeah, it’s a thing.

Great packaging markets without needing billboards. It showcases your logo, flaunts your font game, and highlights product perks while still being a box.

Brands Who Nail It:

🧴 Coco & Eve – This beauty brand has nailed the beachy, tropical aesthetic with bright colours, palm motifs, and cheeky copy that screams “fun in the sun.” Their packaging design it aligns perfectly with their product promise of vacation-ready hair and skin. You spot it, you know it. You want it. That’s packaging doing what it should be doing!

🍟 McDonald’s – You know those golden arches before you even see them. Their packaging is a masterclass in brand consistency: red, yellow, simple, and globally recognisable. From Happy Meal boxes to limited-edition collaborations, McDonald’s packaging evolves without ever losing its identity which is exactly why it works.

💻 Intel – You don’t need a huge canvas to make an impact. Intel’s compact packaging balances sleek minimalism with futuristic touches that reinforce its high-performance tech vibe. Clean lines, cool tones, and no fluff – it visually says, “this is serious gear,” even before you plug it in.

Minimalist? Vintage? Maximalist chaos? Pick your aesthetic, just make sure it aligns with your product, logistics, and target humans.

The Emotional Impact of Design

We’re all emotional buyers. Great packaging should pull on the heartstrings and if it can tap into a mood or a moment? Even better.

Bad day at work? You’re probably adding something to the basket. Feeling a bit “meh” on a Tuesday? Hello, retail therapy. Scrolling on TikTok and suddenly you’re five clicks deep into a skincare brand you’ve never heard of but their packaging is chef’s kiss, and now it’s in your basket. That’s not just impulse – it’s emotion, and design plays a massive part in tipping the scale.

Great packaging knows its audience. It speaks your language, reflects your mood, and gives you that little dopamine hit when it lands at your door (or on your feed). Emotional design turns first-time buyers into brand believers.

If the product solves a need, the packaging seals the deal.

Great packaging design is strategy wrapped in storytelling. It informs, excites, protects, and sells - all while looking sexy. If you want your product to stand out like the legends we covered, study the greats and plan smart from the start. Packaging designers exist to get you and your brand noticed.

Want packaging that makes judges swoon and customers cheer? Get in touch with us at Noramble to craft award-ready packaging that makes brands unforgettable.