Iconic Packaging

Packaging combines the importance of function and form in your brand. It's used to protect your items and ensure their increased shelf life, but that box, label, or pouch plays a crucial role in putting your company's best face forward. At the same time, Will Krispin, Director of Strategic Development at 99Designs emphasizes that “Packaging should tell a story as you unbox. Online, packaging has to carry more weight due to the lack of a store-front experience.”  

Before online sales were even popular, several brands made an impact with their distinct packaging designs. We’ve rounded up some of the most iconic packagings from popular US brands. Try to guess which brands carry the packaging below then see if you aced the test. 

Click here to see the brands with their iconic packaging

Packaging Statistics You Should Know 

Packaging of the World reports that 70% of consumers form their impression of a brand from the packaging. They also found that 55% of online shoppers will return to a site if their previous purchase arrives in personalized packaging. Your first impression lasts and will enable consumers to recognize your brand at a glance. Some of the businesses below have made such a strong impression that the colors or visual elements alone remind you it’s that brand.  

With U.S. online sales reaching $63 billion in August 2020, your package is the only point of interaction between your brand and the customer. You don’t have a brick and mortar store or personal interaction to establish that customized experience. The package customers receive is your only chance at establishing that connection. Customers value well-designed packaging. According to a 2018 Ipsos Survey, 72% of Americans agree that the design of a product’s packaging influences how they choose which items to buy. Sixty-seven percent of respondents said the materials used also factor in this decision.  

Packaging of the World reports that 70% of consumers form their impression of a brand from the packaging. They also found that 55% of online shoppers will return to a site if their previous purchase arrives in personalized packaging. Your first impression lasts and will enable consumers to recognize your brand at a glance. Some of the businesses below have made such a strong impression that the colors or visual elements alone instantly remind you it’s that brand.  

Brand alone doesn’t determine the legacy of a package. The unique box design for Chinese takeout, a bear-shaped bottle of honey, and the pink color used for a dozen donuts have been associated with their respective items. These prove that distinguishing your item may end up being the standard for smaller companies selling the same product. 

Chinese Takeout Box	A Box of Donuts	Bottle of Honey