Few brands have achieved the balance between authenticity, appetite, and advocacy as well as KIND. What started as a simple snack bar with a purpose – “be kind to your body and the world around you” became a global brand recognized instantly on the shelf.
As designers, KIND offers an important lesson: clarity and honesty are powerful design tools, and great packaging is as much about what you show as what you say.
When rebranding transforms perception, emotion, and sales
For years, Zevia – the zero-sugar soda brand, sat quietly on grocery shelves. Its original logo and packaging leaned heavily into a natural, wellness-driven aesthetic, but it struggled to capture the same visual energy that mainstream soda brands command.
As a designer, I’ve always found Zevia’s story fascinating because it’s a perfect example of how strategic rebranding and motion design can completely shift a product’s market presence.
The Problem: A Brand That Looked “Healthy,” Not “Desirable”
How design thinking and science combined to reduce food waste
In an age where packaging often creates waste, SoFresh is doing the opposite, using design and innovation to save food. This U.S.-based startup has developed active packaging films infused with food-grade natural extracts that release a subtle vapor, slowing mold growth and extending the shelf life of baked goods.
It’s not just smart science, it’s smart design thinking in action.
How simplicity built one of the world’s most recognizable visual systems
In an era of over designed packaging and loud branding, FedEx remains a masterclass in restraint. Its clean, minimal packaging design – white background, bold typography, and signature color accents, has become one of the most recognizable visuals in the world.
As designers, we talk often about innovation and complexity, but FedEx reminds us that clarity is the ultimate sophistication.
Why Boxed Water Is Brilliant Design: A Lesson for Every Designer
In a world overflowing with plastic, Boxed Water stands out, not just as a sustainable product, but as an incredible piece of design thinking. As designers, we often look to digital interfaces, logos, or product packaging for inspiration. But sometimes, the best design examples come from something deceptively simple-like a box of water.
Turning everyday pasta into a design icon
NYC Spaghetti started as a student project, but its clever concept and visual wit quickly gained attention across the internet. The idea was simple yet unforgettable: package spaghetti in a miniature version of a New York City skyscraper.
The result? A piece of packaging design that feels both playful and architectural, transforming something as ordinary as pasta into a tribute to urban design and creativity.