Food Branding

Food branding is the purest test of packaging as media. On a supermarket shelf the brand gets a fraction of a second and a few square inches to communicate category, quality, and personality — which is why the best food brands treat the pack as their primary channel, not an afterthought.

From challenger brands that weaponise tone of voice to heritage marks navigating reinvention, these case studies examine the design decisions that make food brands get picked up — literally. Packaging systems, identity work, and the strategy underneath.

Brand Breakdown

Erewhon: How a Grocery Store Became a Status Symbol

A $20 smoothie shouldn't work. But Erewhon turned grocery shopping into a cultural flex by treating every touchpoint like a brand activation.

Erewhon · 2 min

Oatly oat milk cartons with signature hand-drawn, typographically chaotic cream packaging arranged on a kitchen counter in morning light

Brand Breakdown

Oatly: The Brand That Weaponized Packaging as Editorial

A deep-dive into the Oatly brand identity packaging system — how John Schoolcraft's creative team turned oat milk cartons into editorial objects and reshaped FMCG branding.

Oatly · 2 min

Side-by-side comparison of Tropicana's original orange-with-straw packaging and the 2009 minimalist redesign that triggered a consumer revolt

Brand Breakdown

The Tropicana Rebrand — A $35M Lesson in Brand Equity

The Tropicana rebrand cost $35 million in two months. How PepsiCo's 2009 packaging disaster became the definitive lesson in brand equity and visual familiarity.

Tropicana · 2 min

Colorful postcard-style chocolate bar wrappers with illustrated Italian cultural icons arranged on a marble countertop in warm Mediterranean light

I AM ITALIANO · 2026

I AM ITALIANO — Happycentro Turns Chocolate Packaging into Collectible Postcards

Dark glass bottle of pumpkin seed oil on a wooden table beside whole pumpkin seeds and a ceramic dish of dark green oil, warm Austrian kitchen light

Orthofer · 2026

Orthofer — Lukas Diemling's Flexible Pumpkin Identity for an Austrian Oil Producer

Pet food packaging with illustrated character mascot on a kitchen counter, soft morning light, ceramic pet bowl in soft focus

Reggie · 2026

Reggie — Atla Branding Agency Gives Pet Food a Character

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