Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Break the Rules with Packaging Design
— Break the Rules with Packaging Design —Break the Rules with Packaging Design
Branding, Packaging Design, Strategy
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.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Why Every Business Needs a Brandverse
— Why Every Business Needs a Brandverse — Why Every Business Needs a Brandverse
Branding, Brand Identity, Strategy
Let’s talk about something that goes beyond logos, packaging, or even products. Something that transforms the way people experience your business: the concept of a Brandverse.
What is a Brandverse?
Technically, “Brandverse” is a concept I made up, but it captures something essential in branding and business.
A Brandverse is your brand’s universe, a world where every element: from visual identity and web design to messaging and customer touchpoints, works together to create a seamless, immersive experience.
Think of it this way: every brand has touchpoints. These are the moments when a customer interacts with you, whether through ads, social media, packaging, or your website. But when those touchpoints are connected and designed with intention, they don’t just communicate, they transport your audience into a world they want to belong to.
Why It Matters
When done right, a Brandverse goes far beyond traditional branding. It builds loyalty, strengthens your brand identity, and transforms casual buyers into dedicated fans. It creates a customer experience that feels more like an experience than a transaction.
Imagine it like a movie: your brand is the main character, and your customers are not just supporting roles, they’re part of the adventure. Your branding, website design, and marketing strategy are all tools to bring that story to life.
Let’s explore a few brands that have mastered the art of creating unforgettable Brandverses. Can you guess who they are?
Example 01:
Imagine stepping into a bright, modern world where tech gadgets steal the spotlight. Sleek devices take center stage, while knowledgeable staff in blue shirts act as your helpful sidekicks. The space feels obsessively clean, free of distractions, and even offers workshops to help you master their products. The checkout process? So seamless, you’ve just spent $2,500 in seconds, and you’re thrilled about it. You are in an Apple store, and this is their Brandverse.
Example 02:
The smell of freshly brewed coffee and baked cookies wraps around you like a cozy blanket. They want to know your name, and when things take a little longer, they make it up to you with a free cupcake. You grab your laptop and sit in a cozy spot where no one bothers you, just the quiet hum of ambient music. You feel pampered. Welcome to the Starbucks Brandverse.
Example 03:
You step into a magical kingdom. You see castles, smell cotton candy, and hear laughter everywhere. Each corner offers its own enchanting experience, from fairy tale lands to thrilling adventures. You’re surrounded by countless stores, each offering the coolest things and tastiest treats. Everywhere you look, people are enjoying themselves and taking photos with their childhood favorite characters. You’re having an amazing day! You’re at Disney World, the ultimate Brandverse.
Example 04 / Bonus:
You’ve clicked into a visually stunning website. It’s filled with amazing photos, easy to navigate, and gives you a warm feeling in your stomach. The shopping process is effortless. But the real magic happens a few days later, when you unbox your order and find unexpected little gifts, like stickers and postcards. You can feel the love from Rifle Paper Co.
I chose this bonus example as a reminder that not every Brandverse needs a physical space, and you don’t need to be a massive company. Rifle Paper Co. proves this with its online presence and thoughtful product experience. They’ve mastered the art of Brandverse building, aka branding.
These brands demonstrate that a strong brand experience isn’t just about big budgets—it’s about details that make your customers feel special.
How to Build Your Own Brandverse
Not every business has Apple or Disney’s resources, but any brand can take steps to create a more immersive and memorable experience. Here are some actionable ways to start shaping your Brandverse:
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Unify your brand identity: Make sure your logo, typography, and visuals are consistent across your website, packaging, and social media.
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Invest in web design: Your website is often the first stop in your Brandverse. Keep it responsive, user-friendly, and aligned with your brand’s story.
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Personalize interactions: From knowing your customers’ names to thoughtful packaging, small details build emotional connections.
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Listen to customer feedback: A great Brandverse evolves with its audience. Adapt and improve based on real insights.
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Have a recovery plan: Mistakes happen, but a thoughtful gesture (like Starbucks’ free cupcake) can turn problems into loyalty-building moments.
A Brandverse isn’t just about selling products; it’s about creating an unforgettable experience that customers want to return to again and again.
Ask yourself: is your brand just a product, or is it a whole universe your customers want to be a part of? Remember that every interaction is an opportunity to enhance your Brandverse.