SlideShare a Scribd company logo
anatomy of a winning package 
design 
by david brier
Every successful label 
design has a hierarchy. 
On the next page, note which 
components stand out 
1st, then 2nd, etc.
The Core Brand 
Identifies the company 
and maintains the brand 
standard and promise of 
quality and craft. 
Product Positioning 
This tells your customer 
what this is doing for them. 
In this case, this is putting 
all that skill, knowledge and 
flavor into a bottle without 
the long lines, without 
explaining your drink to 
anyone and without that 
occasional barista attitude.
The Product Itself 
Enough with the foreplay. 
Here is where we tell 
what we’re selling. 
Product Description 
More facts. Additional 
benefits. Here, we used 
“Simply add water” -- 
doesn’t get much easier 
than that.
How to Create a Winning Package Design
It even works 
on different sizes 
and shapes...
How to Create a Winning Package Design
Package design, 
typography and text: 
@DavidBrier 
Have a project to discuss? 
Let’s talk. SUBSCRIBE AT RisingAboveTheNoise.com

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How to Create a Winning Package Design

  • 1. anatomy of a winning package design by david brier
  • 2. Every successful label design has a hierarchy. On the next page, note which components stand out 1st, then 2nd, etc.
  • 3. The Core Brand Identifies the company and maintains the brand standard and promise of quality and craft. Product Positioning This tells your customer what this is doing for them. In this case, this is putting all that skill, knowledge and flavor into a bottle without the long lines, without explaining your drink to anyone and without that occasional barista attitude.
  • 4. The Product Itself Enough with the foreplay. Here is where we tell what we’re selling. Product Description More facts. Additional benefits. Here, we used “Simply add water” -- doesn’t get much easier than that.
  • 6. It even works on different sizes and shapes...
  • 8. Package design, typography and text: @DavidBrier Have a project to discuss? Let’s talk. SUBSCRIBE AT RisingAboveTheNoise.com