Packaging

Packaging protects, stores, and identifies products. Packaging is a primary means for communicating a brand and featuring the qualities of the product. The practice may involve both the structural aspects of packaging, as well as the image and text that explain the product and its use. Packaging can facilitate a marketing display strategy (for example, how stacked items appear on store shelves) or a service strategy (for example, how packaging supports self- delivery).

Featured Articles

Women’s Underwear Packaging Design is Changing—Right Back to Its Functional Past

100 years of swelling, shrinking busts + butts.

Fast Food Franchises Repackage Indulgence With Fresh Branding

Burger King and McDonald’s rebrands signal a shift away from convenience and toward “craveability.”

Low and No Alcohol Drinks are Serving Up Some of the Best Label Design Right Now

Who needs booze when you've got these bottles?

Finally, Sophisticated Tampon Packaging Design for Women Sick of Feminine Clichés

This is Why Glasfurd & Walker is Winning at Food Packaging + Restaurant Design

Why Do So Many Food 2.0 Companies Look Alike?

Behind the packaging design of today's most futuristic meal replacements.

AIGA Eye on Design

Read about packaging in our curated collection of articles.

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Featured Talks

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Rebranding King Arthur

Since its start in 1790, King Arthur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, baking mixes and tools, and an amazing library of free recipes and resources. The company, now a certified B Corp and 100% employee-owned, is beloved by its loyal following, but there are still many who are unfamiliar with the brand. The timing was right to update the name and logo to better reflect who they really are: a company of bakers who believe in the power of baking.

Talk

Chipotle's Anna Tou at 2015 AIGA Design Conference

At an agency, design is the product. So how do you build a design culture, find wins, and continue to evolve creatively when your company’s primary focus is something totally different? Like selling burritos, for example? In this video, Tou shares the ins, outs, ups, and downs of building an in-house design team.

Keira Alexandra at the 2016 Design Conference

Talk

Change It, Don't Change It

Keira Alexandra debuted Work-Order’s redesign of Kodak’s iconic logo at the 2016 Design Conference. Sometimes it’s not a logo redesign, she says, but a brand reset.

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Packaging

Featured Articles

Women’s Underwear Packaging Design is Changing—Right Back to Its Functional Past

Fast Food Franchises Repackage Indulgence With Fresh Branding

Low and No Alcohol Drinks are Serving Up Some of the Best Label Design Right Now

Finally, Sophisticated Tampon Packaging Design for Women Sick of Feminine Clichés

This is Why Glasfurd & Walker is Winning at Food Packaging + Restaurant Design

Why Do So Many Food 2.0 Companies Look Alike?

AIGA Eye on Design

Featured Talks

Rebranding King Arthur

Chipotle's Anna Tou at 2015 AIGA Design Conference

Change It, Don't Change It

Watch Packaging Talks

Recommended Reading

Outside the Box: Hand-Drawn Packaging from Around the World

Packaging Sustainability

A Designed Life

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