Creative Packaging for Food and Beverages
If you’re in the food or beverage business in Australia, here’s the truth: the best product doesn’t always win. The best-presented one does.
Customers decide what to buy in seconds. If your packaging doesn’t stop them in their tracks, they walk right past it. You could be offering the most delicious cookie, juice, or kombucha in the country, but if it doesn’t look worth picking up, it gets ignored.
Let’s fix that.
Why Most Products Get Ignored
Shoppers don’t read packaging. They scan it.
In a supermarket filled with options, your packaging is your first and sometimes only chance to be noticed. Your logo, colours, shape, and messaging have to work together to:
Attract attention
Build instant trust
Communicate what you’re offering
Help customers remember you
Too many Aussie brands miss the mark here. They focus on ingredients or price but forget the power of design.
What Bad Packaging Costs You
Let’s say you’ve landed shelf space at Coles or an IGA. Congrats, that’s a huge win. But the work doesn’t stop there.
Here’s what happens when packaging isn’t pulling its weight:
Shoppers don’t notice your product, even when it’s right in front of them
You lose sales to brands with better visual impact, even if their product is worse
Retailers reduce your facings or discontinue you due to poor performance
You waste money on marketing that drives traffic, but doesn’t convert at the shelf
Every missed opportunity adds up. In retail, being invisible is the fastest way to fail.
What Great Packaging Actually Does
Smart packaging tells your brand’s story in one glance. It connects emotionally. It gets remembered. Most importantly, it gets picked up.
Here’s what separates creative, effective packaging from the rest:
It’s easy to understand
It feels aligned with your audience
It reflects your values
It invites interaction, not just observation
It stands out in a lineup of competitors
Let’s break down the strategies that help you nail this.
1. Add Interactive Features to Build Engagement
Modern packaging doesn’t just sit on the shelf. It can talk, teach, and even entertain.
Here’s how to make your packaging interactive:
Use QR codes with purpose
Link to a recipe, a brand video, or a sustainability promise. It adds value and builds trust.
Include peel-to-reveal surprises
A cheeky message or fun fact inside the wrapper builds brand personality.
Create collectable versions
Seasonal editions or rotating designs encourage repeat purchases.
This type of packaging feels less like advertising and more like an experience. According to AskAttest, customers are 35% more likely to remember interactive packaging than static ones.
2. Let the Design Do the Talking
Shoppers judge products visually. That means colours, shapes, and layout matter more than most businesses realise.
Here’s what works:
Illustrations instead of photos
Hand-drawn or custom art builds personality and warmth. This is especially powerful for organic, artisanal, or kid-friendly brands.
Bold typography hierarchy
Your product name, benefit, and flavour should pop. Think large, high-contrast fonts for key info.
Consistent themes across SKUs
When you have multiple flavours or formats, use colour-coding and layout consistency to help buyers find your product easily.
Design is where brand trust begins. If your packaging looks polished, customers assume your product is too.
3. Combine Eco-Friendly Materials with Visual Appeal
Eco-conscious customers are growing rapidly in Australia. But sustainable packaging needs to look as good as it performs.
Use materials like:
Recyclable paperboard
Compostable pouches
Minimal plastic with clear communication
Pair these with soft natural colours, tactile finishes, and thoughtful design. Don’t just say you’re sustainable. Show it.
Brands like Who Gives a Crap and Seed & Sprout are great Aussie examples of sustainable packaging that still feels premium and playful.
4. Be Strategic with Shape and Texture
Standard shapes are forgettable. Unique shapes get picked up.
Try these ideas:
Use cylindrical or triangular packs for snacks
Add texture with embossing or soft-touch finishes
Let the product show through a window cut-out
Design tear-off or resealable features for practicality
According to Meyers Packaging, packaging shape alone can increase purchase intent by up to 20 percent.
5. Make Typography Work for You
Fonts aren't just aesthetic. They're part of your brand voice.
Here’s how to choose the right typography:
Clean sans-serifs for modern, health-forward brands
Playful fonts for treats and youth-targeted products
Handwritten styles for artisan or handmade vibes
Keep it readable from 1 metre away
Use font size and spacing to build hierarchy. Your customer should instantly know what your product is, who it’s for, and why they should care.
6. Localise Your Brand Story
Australians support Australian. If you’re a local brand, make it obvious.
Print “Made in [Town/State]” prominently
Use colloquial language that Aussies relate to
Tell your origin story on the back or via QR code
Add badges like “Family Owned,” “Vegan Friendly,” or “Rainforest Alliance Certified”
This helps build trust and loyalty from shoppers who want to support brands with roots in their community.
Aussie Brands Who Nail Packaging
Carman’s Kitchen
Uses sleek black packaging with clear benefit callouts. Feels health-conscious but premium.
Emma & Tom’s
Bold, straightforward design with playful copy. Communicates honesty and Aussie character.
Remedy Kombucha
Vibrant colour palette with consistent flavour labels. Pops off the shelf and aligns with their energetic brand personality.
Pepe Saya
Wrapped in vintage-inspired paper. Tells a story, evokes quality, and feels handmade.
FAQs
Why does packaging design matter so much for food and beverages?
Because it’s the first thing shoppers see. In a crowded market, the best-designed product is often the one that gets bought.
Can creative packaging still meet all food regulations?
Absolutely. Work with a designer who knows FSANZ requirements. You can include nutrition panels, allergen info, and barcodes without losing creativity.
Is good packaging worth the investment for small brands?
Yes. It builds customer trust, improves shelf presence, and increases sales. It’s often the difference between sitting on shelves and selling off them.
Final Thoughts
Your packaging isn’t just packaging. It’s your handshake. Your elevator pitch. Your silent salesperson.
In a world where customers are overwhelmed with choices, creative, strategic packaging can be your biggest competitive edge. It tells your story, connects with your audience, and drives sales—all before they even try your product.
At Quirk Design Studio, we help Aussie food and beverage brands design packaging that gets noticed, picked up, and remembered.
Want to turn your product into a shelf standout? Let's chat at quirkdesign.au