The first deadline for The Dieline Awards Ends Today. Be sure to enter today for the best rate. 

The Dieline Awards formally recognizes the absolute best in consumer product packaging design worldwide, and brings awareness to the immense value that lies in well-designed brand packaging. 

As the largest worldwide package design competition now in its 9th year, The Dieline Awards exists as a way to celebrate innovation and honor excellence in packaging design around the globe. An esteemed jury of structural packaging, design, branding, and consumer product experts examine each submission with regards to five key elements: Creativity, Marketability, Innovation, Execution, and On-Pack Branding. Brand owners, consumers, marketers, agencies, in-house creatives, students, and enthusiasts around the world turn to The Dieline Awards as the benchmark for impeccably-designed packaging of consumer products.

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from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Quench Your Thirst With This Aesthetically Pleasing Reusable Bottle


Vibranding designed the sleek packaging for Vitbot, a unique reusable bottle that aims to bring you an efficient and visually pleasing way to enjoy any beverage.

“The essence of this product is its shape: an ovoid reusable bottle which vitalizes the liquids it contains. Besides tweaking the logo, the managers of the Californian company Vitbot asked us to rebuild their identity, redo their packaging, restyle their website and rethink their communication strategy. A comprehensive branding job to unify the brand’s form.”


“A message for everyone – The first piece that had to fit was the brand message. Did it want to continue preaching to the converted? Or did it want the general public to understand that the shape of a bottle is crucial to the state of the water it contains? Did it account for people being increasingly more aware of natural geometry and biomimesis? And, above all, did it account for the fact that, thanks to that ovoid design inspired by the forms of nature, they had achieved a highly appealing product? Fortunately, they were aware of all that.

We removed a superfluous spiral that failed to bring anything to their logo and slightly adjusted the edges of the logotype to give it natural geometry. Then we went on to redo their packaging.”



“Special packaging – There are many options in the reusable water bottle market: some are for hiking and camping, others are more urban, some are for sports and there are even a few that restructure water. However, there is no brand that vitalizes it as well as looking good while doing it. With its design, the characteristics of its bottles and product variants, Vitbot could indeed offer just that. Such uniqueness had to be conveyed in the packaging. We wanted the bottle to take centre stage. That’s why the bottle is held up on a base inside as well as outside the box. The finishes have a silky touch, the colours evoke the various tones of water at different depths and the overall result is that of an elegant and stylish product that also vitalizes water so that its molecules recover their original hexagonal structure. Form and function in perfect harmony.”




Designed By: Vibranding
Location: Spain

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Check Out This Packaging for a Sustainable Seafood Brand


Leading international fisheries group Norebo has unveiled new identities for two of its sub-brands, with design by multi-disciplinary studio Carter Wong.

Working in collaboration with a team of handpicked creative specialists, Carter Wong has delivered an end-to-end project, encompassing initial strategy and naming, fresh branding and a new look and feel for the Atlantika and Ocean Trawlers brands.


Following the evolution of operations within Atlantika, Carter Wong introduced a new brand name and identity as Glacialis. The new brand now reflects the fact that harvesting extends into fishing grounds in both the North Atlantic and North Pacific oceans.

Providing premium, sustainable wild-fresh frozen at sea fish fillets to chefs, restaurants and fish & chip shops, Glacialis engages directly with the end customers. To ensure that this new identity captured the quality of the product and not only the harvesting process, Carter Wong worked with typographer Robin Clarke to help craft the main brand mark.



This was supported by additional illustrations by James Lewis and enhanced use of food photography, resulting in an authentic visual identity that captures the freshness and quality of the fish.

The Ocean Trawlers brand, which provides whole frozen fish and industrial blocks for industries and distributors, has been superseded by Ocean Spirit. It communicates a now broader offer, which for example now includes line-caught fish. 

The new Ocean Spirit branding underlines the scale of the business, with the design of the logo suggestive of a globe and the colossal seas illustrated by Chris Mitchell. The new name, logo and brand language now evoke the wild and epic nature of the seas, with dramatic use of photography by Corey Arnold.





Sarah Turner, Managing Director, Carter Wong, says: “We’ve been working with Norebo for the past seven years and the company has always been open to doing things differently. 

“They are one of the most forward-looking brands in fisheries in terms of technology and sustainability, and it wanted to modernise the branding of its harvesting operations to reflect its positive outlook for the industry. 

“Our brand strategy for this client has always been to bring a consumer sensibility to the B2B market, differentiating Norebo’s brands from its competitors. This award-winning approach has since changed the way other companies have approached branding in the space.” 

Carter Wong carried out the entire rebrand and accompanying messaging for both Atlantika and Ocean Trawlers across physical and digital channels, designing all branded elements – covering strategy, naming, messaging, logo, as well as the physical packaging, stationery, websites and video content.




Designed By: Carter Wong

Location: London, UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

How the Meal Prep Trend is Influencing Package Design


By: Taylor Getler

In the age of Instagram, health-consciousness is at a high. Not only does the food have to be good for you (so that the consumer can look good), but the meals themselves have to be attractive, colorful and ripe for photographing. Of course, preparing such dishes can take up a lot of time, which busy young professionals often do not have to spare. Hence the “meal prep” trend, which has exploded in popularity over the past year or so.

Meal prepping involves whipping up large batches of food that can be packed up and eaten throughout the week, meaning that is not unusual for a young, fit person to spend an afternoon baking a whole pack of chicken breasts or roasting several pans of vegetables just for themselves. Now that more people are condensing the time that they spend cooking into one or two points of the week, brands are seizing the opportunity to cater to meal preppers’ unique needs.

One such company is Kroger, which launched their Prep+Pared line earlier this year. These kits provide all of the ingredients necessary for a nutritious meal, individually packaged in unadorned plastic bags. Every element of the kit’s design speaks to simplicity and wholesomeness, from those basic plastic wrappings to the stripped-down color scheme and bare cardboard.

via Tampa Bay Business Journal

Publix aimed for a similarly spare design for their Aprons meal kits, simply attaching a picture of the meal and its corresponding recipe to a nondescript paper bag. The line debuted around the same time as Prep+Pared, offering pre-measured ingredients that create meals estimated to make two to four servings. The brown bag here normalizes the experience of buying meal kits in-store, integrating it with other grocery purchases so as not to stand out.

Baldor’s brand Urban Roots provides side dishes in clear plastic cups, with very minimal branding reserved for just the stickers on the lid and side.  Whole ingredients are layered on top of one another (with some recipe components like nuts and seeds bagged separately within the cup) for a bright, earthy, appetizing look.

True Meal Prep lets online shoppers customize meals and order them in bulk, sending them out in the exact kind of lightweight plastic containers that consumers would be using if they had prepped the meals themselves. Here, we see how the meal prep trend is differentiated from the meal kit service trend, even though some meal kits, like Prep+Pared and Aprons, are built around prepping. The distinction in meal prepping is in the nutrition of the meals and, more importantly, in the bulk, make-ahead fashion that they are cooked.

Meal kit services like Blue Apron and Plated send subscribers boxes of meals that are intended to be prepared and consumed in the same day. True Meal Prep is different not only in that they send out fully-cooked meals, but that everything about the way those meals are packaged suggests that they are meant to be stored and eaten over several days.

Even Tyson now has a line of “Ready for Slow Cooker” raw meat-and-vegetable packs to expedite the cooking process, with the vegetables and meat separately shrink-wrapped to prevent cross-contamination.

While the meal prep trend has been growing, it hasn’t been without controversy. Critics have pointed to the excessive use of non-recyclable plastics and other wasteful materials in the packaging for many popular brands of meal prep kits. Naturally, startups are responding to this with their own environmentally-friendly products.

One Potato delivers meals for families with children (they include free cookie dough in every box), and they have a strong commitment to sustainability. According to their website, the cardboard box can be included with standard paper recycling, the bags and bottles are marked as #2 and #4 recyclables, the outer liner and ice packs (after the non-toxic gel has been disposed) are recyclable plastics, and the inner liner is biodegradable.


Like other brands, One Potato uses a pretty minimalist design, with a distinct font, singular color, and their slogan, “One Family. One Meal.”

Terra’s Kitchen is a truly innovative company in the business of delivering sustainably packaged, prepped meal kits. Each kit is delivered in a “specially engineered vessel” that customers ship back and is then reused up to 100 times.

The sleek, simple container is fully insulated, and it holds both interior drawers and reusable ice blocks. The design is more dynamic than what we’ve seen with other brands, as the packaging is inordinately dynamic and functions almost like a temporary mini-fridge. It also keeps the ingredients well-organized and efficiently stored.

The common thread that we see over and over again is the idea of minimalism—mostly clear plastics to allow the rich colors of the vegetables and stand out, or brown kraft paper for a rustic feel. The packaging must make the meal seem simple and easy to assemble because when consumers are meal prepping, they are really taking on a fairly sizeable challenge. Cooking a week’s worth of lunches, breakfasts or dinners (God help the shopper that prepares all three) can take hours, and unassuming, natural-looking packaging makes the experience seem like less of a daunting undertaking.

Taylor Getler
Taylor Getler is a Business Development Associate at Works Design Group, a branding, package design, and creative services agency in the Philadelphia area.

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Bell & Goose Is a High Quality Cheese Brand With Vintage Inspired Packaging


As an advocate for female entrepreneurship, Refinery 43 (a boutique brand and design studio in Massachusetts) collaborated with Bell & Goose Cheese Company — a woman owned & operated business proudly located in the great state of New Hampshire.

With a love for savoring life’s moments and nurture relationships through skillfully crafted cheese, the name Bell & Goose Cheese Company was inspired by the head cheese makers children (Belle & Gus, nicknamed goose) who are playfully represented in the logo design. 





Packaging for the exquisitely crafted farmhouse cheese was designed with hand lettered vintage typography because of the handcrafted nature of the small-batch cheese. Refinery 43 also elevated the design by adding a lovely feminine touch of copper foil and brought out the raw authenticity of the farm with a textured kraft paper stock to adorn the simple white cheese wrap. 

The final look is the perfect representation of Bell & Goose — an honest, women-run business with a focus on family values and enjoying the simple things in life.











Creative Direction & Design By: Refinery 43
Client: Bell & Goose Cheese Company
Photography: Jenn Bakos & Mama Sauce
Location: Massachusetts, USA

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Brand Fact: 84% of Consumers Are Convinced To Purchase After Watching A Brand Video.


Brand Fact: 84% of Consumers Are Convinced To Purchase After Watching A Brand Video.

What is the future of branding & packaging? Unboxing? Brand Videos? With Instagram and social media taking over how consumers view products and packaging now more than ever we have to get insight on the future of this industry. 

Join us April 30 – May 3, Boston. Early Bird Rate Ends 

Learn More + Register Today


SAM O'DONAHUE Partner/Founder/Creative Director ESTABLISHED New York, NY

Partner/Founder/Creative Director
New York, NY

MARIE-THERESE CASSIDY Executive Creative Director, Consumer Brands FutureBrand London, United Kingdom

Executive Creative Director, Consumer Brands
London, United Kingdom

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Hang Up is the Clever Nightlight You Didn’t Know You Needed


Luckies of London designed the clever packaging for Hang Up, a night-light that also functions as a clothes hanger. The design is elegant with shiny details that make it perhaps the most luxurious night-light you never knew you needed.





“Hang Up™ is a stylish ambient light that can be hung anywhere, whether it’s on the door as a night light or in the wardrobe to shine some light on a fashion faux pas. Designed to be functional whilst minimal, with a diameter measuring only 14mm. Copper accents are featured throughout the product and packaging. A refined yet minimal approach was also taken with the graphic style of the packaging.”







Agency: Luckies of London
Creative Director: Xavier Unwin
Designers: Xavier Unwin, Chris Jison, Alex Campbell
Location: London, UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

9 Mascara and Eyelash Packaging Designs

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What does your beauty routine consist of? For many, applying mascara or putting on false eyelashes is a big part of their daily ritual for getting ready for the day.  Here are 9 examples of well-designed mascara and eyelash packaging.

1. too cool for school Dinoplatz Escalator Mascara



2. Before & After: Eylure



3. Get Ready for a Night Out with Glam by Manicare Packaging



 4. Fairydrops Scandal Queen Mascara



5. What If Nike Tried to Sell You Mascara?



6. HANAMI Cosmetics



7. Fatlash Beauty



8. Stellar is Magical Makeup Inspired by the Cosmos



9. Marc Jacobs Mascara


from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Sacred is an English Whisky That Stands Out From The Rest


Hart & Jones have set about challenging the uncompromisingly masculine codes of the whisky category, with their branding and packaging design for a new London finished, peated English Whisky.

“Whisky has evolved to project a set of values that fits the tough landscape of its Scottish heritage. When considering the design for a new English whisky, finished in PX sherry casks in London by the Sacred Spirits master flavour craftsman, we saw a huge opportunity to break with tradition and speak about taste. A conversation sorely lacking in the design codes of this aromatically rich category.” Simon Jones, Managing Director at Hart & Jones.


Sacred Spirits started life as micro distillers of gin: capturing flavour and aroma is part of their DNA and has heavily influenced their journey into whisky territory.

Chris Hart, Creative Director at Hart & Jones, talks about creating new codes:

“The new design captures the eccentricity and curiosities surrounding the brand in an iconic and powerful manner. But the uniqueness of this design is the metaphor of the moth: inviting the consumer into the decadent drinking experience, visually sampling the subtle sweet fruit notes and deeper sapid tones of smoke, fire and oak. It is not your everyday Whisky window shopping experience.”


Sacred’s co-founder, Hilary Whitney, adds “Hart & Jones have developed a unique and beautiful design language for whiskies that started with our outstandingly successful whisky liqueur and will continue with exciting launches in the future.” 

Sacred’s peated English whisky is launching in high end on trade outlets in October 2017. 


Designed By: Hart & Jones
Creative Director: Chris Hart
Designer: Dane Winterson
Designer: Robyn Birchall
Project Manager: Victoria Stuart
Location: UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Have your work seen by our esteemed jury

Left to right: Debbie Millman, Jonathan Ford, Natasha Jen, & David Hartman

Left to right: Debbie Millman, Jonathan Ford, Natasha Jen, & David Hartman

Entries are judged by a highly esteemed international panel of structural packaging, design, branding, and consumer product experts, and are awarded based on Creativity, Marketability, Innovation, Execution, and On-Pack Branding. Don’t miss the opportunity to have your work seen by this panel of experts.


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from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

White Rabbit’s Dark Ale Was Inspired By The Fermentation Process


Australian based agency Energi Design created the packaging for White Rabbit Dark Ale. The design features a detailed illustrated label that brings up imagery of green forests and nature.


“Energi Design had the pleasure of working with the brewers at White Rabbit on this limited edition dark ale ‘Brewers Cut’.

Just like the original White Rabbit Dark Ale, this Brewer’s Cut Edition is created in open fermenters where yeast runs wild. This version of the White Rabbit classic is slightly higher in alcohol, exhibits increased bitterness but is subtly balanced with malt sweetness.”



“White Rabbit’s open fermenters lead creative thinking in the brewery, which in turn led Energi Design to think different about the packaging to reflect this age old technique of open fermentation.”



Designed By: Energi Design

Location: Sydney, Australia

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

The Pink Pussyhat Wins as the First Ever Brand of the Year


You know those pink, knit cat hats—the ones seen all over at the Women’s March 2017 (and honestly, all over since)? Yesterday, the Pussyhat Project was named as the first ever Brand of the Year by SVA Masters in Branding Chair Debbie Millman, at Brandstand on Wednesday, November 15th, in New York City.

“In 1964, Marshall McLuhan coined, ‘The medium is the message,’ and ushered in the notion that both the message and medium of it influence how any communication is perceived. In the Insta-culture of the early 21st century, it is daunting to navigate through meta-data to find the meteoric.”

A number of competitions have been put into place in an effort to understand, measure, mark, and codify the meteoric. These all require entrants to, well, enter the competition, though. But what if the competition doesn’t require any entrance fee, entry form, or details about the project, and instead it must simply stand out amongst the crowd?

The Masters in Branding program at SVA aims to challenge these usual competitions, and for the the faculty there has taken a look at today’s commerce and culture to name the First Annual Brand of the Year. The award recognizes that branding is democratized, and the results aren’t just relied on the commercial aspect. The Pink Pussyhat brand took the award as it was created by the people, for the people—and it brings people together for the benefit of humanity.

“The Pink Pussyhat was conceived by Krista Suh and Jayna Zweiman, a screenwriter and architect from Los Angeles, CA. Kat Coyle, the owner of The Little Knittery knitting shop, designed the pattern for the hat. The hat was created to be worn at the Women’s March the day after the Presidential inauguration in Washington, DC. The brand was launched in November 2016, and the name of the hat was an intentional response to President Trump’s recorded comments about his ability to ‘grab (women) by the pussy.’ Over 10 million women wore handmade pink pussy hats at or in support of Women’s March’s worldwide on January 21, 2017.”

“The Pink Pussyhat is proof positive that branding is not just a tool of capitalism—branding has the potential to become a profound manifestation of the human spirit.”


from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News