Insights into Brand & Packaging Design

We write about our analyses, findings and experiences regarding branding, brand strategy and packaging design in the FMCG sector.

Retro Marketing

The River Iced Tea sold out across Germany within hours. Punica is disappearing from shelves again. What decides whether retro marketing really works — and when nostalgia as a strategy reaches its limits.

Katja Wagner

Sep 42 min read

Verpackungsdesign Psychologie: Aufmerksamkeit und Processing Fluency am Point of Sale – Integrity Design Hamburg

The Psychology of Packaging Design

At the point of sale, our brain decides in split seconds. The most successful packaging isn't the loudest — it's the one that's understood the fastest. What psychology and packaging design have in common.

Katja Wagner

Sep 32 min read

Packaging relaunch examples: Evolution (left): Mr. Tom peanut bar Revolution (right): Die Gläserne Bio-Molkerei

Evolution or Revolution in Packaging Design

Evolution or revolution in packaging design? A strategic decision guide with clear criteria, benefits, risks and real-world FMCG examples.

Jan 232 min read

The Psychology of Packaging Design: Chaos Packaging

Packaging design is much more than just aesthetics—it is closely linked to psychology, emotions, and how our brains work. Brands therefore use certain design codes – or deliberately break with them. Because if everyone uses the same design codes, no one stands out anymore. These packaging irritations (or “chaos packaging”) attract attention, but are not recommended for all brands – and can even be dangerous...

Jan 122 min read

Figures on the importance of packaging at the POS

Packaging design as a growth lever

VPackaging design is being reevaluated by many brands—and is shifting from a marginal issue to a strategic growth lever. At the point of sale, it is often not the recipe but the packaging that determines whether a product is noticed at all. This article shows why packaging has a significant influence on purchasing decisions today, what consumers expect, and why more and more food and beverage brands are investing specifically in their packaging design.

Dec 18, 20252 min read

A relaunch with more enjoyment - even without a viewing window

The new foodloose nut bar redesign is a strong example of how thoughtful packaging design can enhance on-shelf navigation. A clearer focus on the flavor name, an appetizing product image instead of a window, stronger USPs, and more emotional appeal create a modern, engaging look. A successful relaunch — and a compelling case of strategic packaging design grounded in shopper psychology.

Nov 24, 20251 min read