Iconic Product Packaging: The Best and Worst

Your product packaging is often just as important as the product itself. It’s the first thing customers see, touch, and interact with before they ever experience what’s inside.

A great design can build excitement, reinforce your brand, and even turn buyers into loyal customers. Meanwhile, poor packaging can cause frustration, confusion, and a negative impression that lingers long after the product is used.

Let’s look at some of the best and worst product packaging examples throughout history and what makes them stand out—for better or worse.

Best and Worst Product Packaging of All Time

Not all packaging is created equal. Some brands have mastered the art of eye-catching, functional, and innovative designs that enhance the customer experience.

Others have made choices that, while memorable, left consumers annoyed or confused. Below are some of the most talked-about packaging successes and failures.

Great Product Packaging Examples

Many brands have turned packaging into an art form. These are a few standout designs that left a lasting impression:

• Coca-Cola’s Contour Bottle: One of the most recognizable bottles in the world. The contour shape provides a comfortable grip, resists tipping, and stands out instantly. The packaging has remained a symbol of the brand for over a century.
• Apple’s Minimalist Packaging: Apple is known for its sleek, thoughtful unboxing experience. Every detail reflects the brand’s premium quality, from the clean design to the thoughtful product placement inside the box. Each element enhances the overall experience.
• Pringles’ Stacked Chips Canister: Different from traditional chip bags, Pringles’ canister prevents chips from getting crushed and keeps them fresh. The packaging also became a key part of the brand’s identity.
• Amazon’s Frustration-Free Packaging: Amazon’s frustration-free packaging simplifies unboxing and reduces waste. It eliminates excessive plastic and hard-to-open clamshells. This user-friendly approach has been a significant hit with customers.

Ineffective Product Packaging Examples

While many brands excel at packaging, some designs leave customers confused or frustrated. Here are a few notable examples:

• Clamshell Packaging: Electronics and small gadgets often come in rigid plastic clamshell packaging that’s nearly impossible to open without scissors or a knife. This “wrap rage” packaging frustrates consumers and can even cause injuries.
• Sun Chips’ Loud Compostable Bag: Sun Chips introduced a biodegradable bag that matched with eco-friendly values. However, there was one major problem: it was incredibly loud. Customers complained that the crinkling sound was unbearable. For this reason, they discontinued the bag.
• Tropicana’s Logo Redesign Disaster: When Tropicana changed its packaging in 2009, it removed its iconic orange with a straw and replaced it with a generic-looking carton. Customers were confused. Sales dropped by 20% in just two months. The company quickly reverted to its original design.
• Excessive Plastic Packaging for Small Items: Many products come wrapped in unnecessary layers of plastic and cardboard. Consumers often spend more time unboxing the product than actually using it.
• McDonald’s McDLT Packaging: In the 1980s, McDonald’s introduced the McDLT, a burger in a two-sided Styrofoam container—one side for the hot ingredients and the other for the cold ones. While the idea was unique, the excessive packaging was wasteful and environmentally unfriendly.

What Can We Learn from These Packaging Hits and Misses?

The best packaging designs share a few key qualities: they are functional, visually appealing, and enhance the customer’s experience. Great packaging aligns with a brand’s identity while making the product easy to store, open, and use.

Conversely, ineffective designs fail because they frustrate, confuse, or disappoint consumers. Lousy packaging can hurt a product’s reputation, whether caused by excessive waste, poor functionality, or a departure from an established brand identity.

Creating Packaging That Stands Out

At Fastkit, we craft premium packaging solutions that captivate customers and uplift brands. Our in-house production allows us to maintain strict quality control. At the same time, we can deliver custom packaging that meets your brand’s distinct needs.

The proper packaging can make a lasting impression—we’re here to help you create designs that do just that. If you’re looking for packaging that enhances your product and strengthens your brand, let’s bring your vision to life.