Your retail packaging is the first thing a customer sees when they’re browsing shelves or scrolling through websites. And in such a competitive market, you want yours to stand out and stop your target audience in their tracks.
In this roundup, we’ve handpicked 10 of the most unique and unusual retail packaging designs out there. From bold design choices to interactive experiences, these brands prove that unique packaging can leave a lasting impression on potential customers. And boost the chances of products flying off the shelves!
Let’s dive in.
1. This interactive retail packaging design from Trident
Image source: Trident Gum
This interactive retail packaging from Trident is a brilliant example of balancing creativity with functionality. It’s fun, playful, and refreshingly different from your standard gum pack.
The clean, uncluttered design keeps things simple, clearly communicating the product’s benefits – fresh breath and dental hygiene – at a glance. And the sideways pull-out feature is practical, intuitive, and a bit of fun!
This creative packaging instantly stands out on the shelf and makes you forget all about the competition.
The fast way to get feedback on packaging
Get clear and collaborative comments right on top of your packaging artwork.
2. This plantable retail packaging from Pangea Organics
Image source: the packaging cookbook
Sustainability is one of the biggest packaging design trends right now. But it’s not just a packaging trend, it reflects a shift in consumer mindset. Pangea Organic has taken sustainable packaging design to a whole new level with its 100% compostable and plantable retail packaging.
Made from 100% post-consumer paper, printed using vegetable-based inks, and manufactured in a wind-powered factory, surely it can’t get any better than that?
Wait. It can.
When you finish the product, you can plant the CPG packaging, and the seeds embedded in it will begin to sprout! How’s that for innovation?
Be sure to browse our list of the best sustainable packaging designs.
3. This purpose-led retail packaging from Tony’s Chocolonely
Image source: Mailchimp
Tony’s Chocolonely’s food packaging design is impossible to miss. Its vibrant colors and quirky typography reflect the brand’s message of standing out and speaking up against exploitation in the chocolate industry.
And inside the wrapper (the space most brands ignore)? A mini manifesto, packed with facts and stats that tell the brand’s story.
These unique design choices go against all the category norms, especially in the premium chocolate space. But that’s what makes it stand out.
4. This expressive retail packaging design from Pleasing
Image source: Pleasing
Pleasing isn’t just a beauty brand. It’s all about being yourself, no matter your gender or sexuality. And its nail polish packaging brings that spirit to life.
The playful shapes and gloriously colorful designs are unusual and eye-catching. And with over 30 colors and designs to date, this retail packaging has become a collectible in its own right (a clever way to build customer loyalty).
5. This unique unboxing experience from Apple
Image source: The Economist
Apple knows its design-conscious audience, and the iPhone’s retail packaging is nothing short of god-tier. There’s no denying it. But it’s the unboxing experience that really steals the show.
Opening that sleek, minimalist box feels like unlocking a mini treasure chest. It starts with that signature smooth slide, then, once inside, everything is perfectly and oh-so-satisfyingly placed. The matte finish … the crisp pull tabs … every design element has been crafted with absolute intention, and there’s a sense of theatre and excitement that comes with it.
Often imitated. Never duplicated.
6. This comic book design from Beavertown
Image source: Design Week
This custom retail packaging from Beavertown couldn’t be more eye-catching if it tried. Each can is wrapped in bold, comic book-style graphic design that really pops on the shelf.
Tapping into nostalgic cartoon and comic book styles is a very clever way to appeal to Millennial and Gen Z drinkers. And by using consistent characters and themes across the packaging, Beavertown has built a brand identity that fans recognize instantly.
7. This sustainable retail packaging from Axiology
Image source: Axiology Beauty
Axiology’s vegan and cruelty-free makeup is good for the planet in more ways than one. Their eco-friendly Balmies come in packaging made from recycled paper waste collected in Bali, turning trash into something truly beautiful.
But here’s where it gets really unique. These chunky crayons are completely tubeless. They come wrapped in recyclable paper and are housed in an uncoated box. It’s super simple, but it still feels like an absolute treat to open.
We first featured this example in our roundup of the best cosmetic packaging examples.
8. This copy-led retail packaging design from Oatly
Image source: McQueens Dairies
Oatly has completely flipped the script on how plant-based products should look and sound. From its hand-drawn typography to its bold, simplistic illustrations, everything about the product feels small-batch (which, with a whopping $824 million in sales in 2024 alone, we know is not exactly the case!).
But it’s the brand’s voice and creative copywriting that make its retail packaging truly unique.
It breaks the typical rules of packaging – where less is more – and crams as much copy as it can onto each carton. The copy itself is chatty, self-aware, and utterly unapologetic – it feels more like a conversation than a sales pitch. It talks to the customer like a friend, rambles on purpose, and isn’t afraid to be weird or funny.
Check out this list for more of our favorite packaging design trends.
9. These AI-generated jar designs from Nutella
Image source: Dezeen
If you’re a graphic designer who’s worked on a product packaging project before, you’ll know how much time and effort go into getting just one great design out the door. Now imagine doing that seven million times!
That’s exactly what Nutella did.
In a bold AI packing design experiment, the brand used an algorithm to generate seven million unique jar designs for the Italian market. A dizzying array of colors and patterns then lit up grocery store shelves, causing quite a stir!
The real genius is that each unique custom packing design then became a collector’s item of sorts, encouraging shoppers to hunt for their favorite. And maybe even grab more than one.
10. This iconic retail packaging design from Fortnum & Mason
Image source: Fortnum & Mason
Not all unique retail packaging has to shout to be noticed. Fortnum & Mason proves that timeless elegance can have just as big an impact.
With its signature eau de nil blue, refined typography, and crest detailing, Fortnum’s packaging is instantly recognizable. And that style is consistent across every product, from boxes of biscuits to tea tins to its iconic hampers.
Every detail feels considered. Every product looks and feels like a gift. And it’s the kind of packaging people keep, repurpose, or proudly display on a shelf, which is great for brand recall and a bit of free marketing!
The fast way to get feedback on packaging
Get clear and collaborative comments right on top of your packaging artwork.
How to streamline feedback on your retail packaging designs
Feedback is a crucial part of the packaging design process, whether you’re working with a packaging design agency or looking to create packaging in-house. It helps you spot mistakes, stay aligned with the brief, and ensure the final design is the best it can be.
But when you have multiple stakeholders involved, collecting and managing feedback can quickly become chaotic. That’s where a design review tool like Filestage comes in.
Here’s how Filestage helps you streamline the review process for your retail packaging designs:
- Create custom workflows to help you manage each stage of your packaging design project
- View and discuss feedback in one place so your stakeholders are always on the same page
- Track progress across projects with instant access to all past versions, comments, and changes
- Get fast and accurate feedback with point-and-click comments and annotations
- Zoom in and rotate your designs to give the most detailed and accurate feedback
- Compare versions side by side to make sure everyone’s feedback has been addressed
- Set due dates to keep your project on track
- Approve designs with a single click as soon as all your collaborators are happy
Next steps
I hope these retail packaging design examples have inspired you to go forth and make bold decisions. And if you’d like to see how Filestage can help you get your best designs approved five times faster than email-led reviews, grab a free trial today.
