Stop asking “What should my packaging look like?”
Start asking: “What is everyone else afraid to do?”

Packaging that stands out doesn’t happen by accident.
It happens when brands decide to start doing what everyone else isn’t.

It all begins with deep market research:

– What are your competitors doing?
– What do customers expect?
– What is deadly overused?

Then—break the pattern.
The brands that disrupt their market aren’t the ones who blend in…
They’re the ones willing to walk the fine line of risky business.

Here are a few brands that ignored the rules and built a category of their own:

RXBAR

In a niche cluttered with “performance” claims, RXBAR chose simplicity.
Their packaging lists the core ingredients on the front. That’s it.
A design so simple it looks like it could have been made in Canva—but it works.
Result: They grew from ~$2 million to ~$160 million in revenue, and were later acquired by Kellogg’s for ~$600 million.

Graza

Olive oil is traditionally all about glass bottles, dark labels, and gold foils.
Graza zigged when everyone else zagged:
Squeeze bottles, bold type, playful illustrations.
I’m not sure if Nonna would be proud, but Graza generated over $4 million in sales in its first year, jumped to nearly $20 million by end of year two, and is now projected to reach $48 million in 2024.

Cloud 23

In a category full of flames, chilis, and skulls, Cloud 23 flipped the script.
The bottles—created by Brooklyn Beckham—look like luxury perfume, not hot sauce.
The brand leans into “every meal = celebration” rather than “burn your tongue” heat.
It’s a product you display in your kitchen, not hide in your pantry.

Who Gives A Crap

Turning toilet paper from zero to hero is genius. They donate 50% of their profits to water, sanitation & hygiene causes globally. Using modern graphics, a bold name, and a great brand story, they have turned their company into a brand generating £45.5 million in revenue in 2024.

Each one of these brands took a risk.
Each one broke a rule.
And each one built a brand people talk about.

If you want your packaging to stand out, design bravely.
Design with intention.