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Packaging Design Checklist for Food and Beverage Brands
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Designing packaging for a food or beverage product is about much more than aesthetics. For early-stage founders, it’s often the first major brand impression, and the one that determines whether a product gets picked up, passed over, or even placed on a shelf at all. That’s a lot of pressure for a little box, bottle, or pouch to carry.
This article breaks down a packaging design checklist grounded in real-world experience. Whether you’re designing your first package or refreshing an existing one, these principles will help you create packaging that’s not only attractive, but strategic, compliant, and ready to grow with your brand. And if you want something to keep on hand, there’s a downloadable checklist at the end.
Sponsored by: Avidity Creative, we help food and beverage brands bring strategy and shelf appeal together. You can visit aviditycreative.com or connect directly if you’d like some feedback on your current packaging.
Packaging Design Checklist
1. Does it meet FDA or USDA labeling requirements?
Before worrying about how your packaging looks, make sure it meets federal labeling requirements. Most food and beverage products fall under FDA labeling guidelines, while others, like meat and poultry, are regulated by the USDA. It’s your responsibility to know which agency applies to your product and to follow the most up-to-date rules for your category.
At minimum, your packaging should include:
- A statement of identity (i.e., what the product is)
- Net quantity of contents
- Nutrition facts panel (if required)
- Ingredient list
- Allergen declarations (if applicable)
- Manufacturer’s or distributor’s name and address
Additional claims like “low sugar,” “keto-friendly,” or “supports immunity” have specific requirements and should be used carefully. For example, beverage claims are held to stricter standards than some other categories. The same goes for front-of-pack labeling icons and certifications.
This checklist covers the basics, but we always recommend reviewing the FDA or USDA’s comprehensive labeling guides, or working with a consultant, to make sure your packaging stays compliant. Getting the basics right avoids costly reprints, delays and builds trust with retailers and customers.
2. Does it stand out on the shelf?
In a retail setting, your packaging has just a few seconds to catch someone’s eye. Standing out doesn’t necessarily mean being the loudest, it means being the most strategically different. Look at your competitors and figure out what you can do to break the pattern. Shelf presence is often the difference between a product being noticed or ignored, especially for new brands without name recognition.
Some key considerations:
- Packaging size and shape can affect visibility and perception. Is the package big enough to be noticed but still fits on the shelf properly? Single-serve beverages, for example, need to fit into standard cooler slots. Unique shapes can be a great way to stand out as long as they still look appropriate for the category.
- Avoid clutter by having one clear focal point. That could be a striking graphic, a bold logo, or an appetizing product image. A maximalist look can work if done with intention, but unnecessary clutter makes packaging harder to read and less effective at grabbing attention.
- Call out product benefits that are both truthful and relevant. Don’t add claims just for the sake of it. If your product is environmentally friendly and your audience cares deeply about that, make it visible. But if it’s not a major decision-maker, consider placing that info on the back or side instead.
Once you have a design you like, test it. Get a prototype and photograph it among competitors at the grocery store. Or use Photoshop to drop it into a real shelf photo. Seeing your packaging in context often reveals what works and what doesn’t more effectively than looking at it on a screen.
3. Can the design scale with the brand?
Many early-stage brands design packaging for their first product and stop there. But growth often means more flavors, formats, pack sizes, retail types, and even entirely new product lines. Your packaging system needs to be flexible enough to handle all of that without requiring a complete redesign every time you add something new.
If you’re planning to release additional flavors or varieties, your design should make it easy to distinguish between them at a glance. That often means assigning each flavor a unique color or using clear visual cues like icons or patterns, not just changing the flavor name in text. Customers make decisions quickly in the aisle, and you want to avoid someone grabbing the wrong item.
Also think beyond just individual units. Ask yourself:
- How do multiple packages look side by side? If you have several SKUs, can they create a visually cohesive and recognizable block on the shelf?
- Is there a pattern or layout that can carry across sizes? For instance, a horizontal layout that works on a stand-up pouch may need to adapt for a tall glass bottle or a club-store size box.
- Is there potential for packaging to create a unique billboard effect when several units are displayed together? Brands like Triscuit use consistent layouts and bold color-blocking to make a striking pattern on the shelf. Our client, BLK & Bold, achieves this with a packaging system that combines color, layout and structure to build a bold shelf presence whether you’re looking at one bag or an entire lineup.
Whether it’s a seasonal flavor, a travel-size version, or a bundle pack for wholesale, your packaging should be ready to evolve along with your brand.
4. Is it aligned with your brand’s tone and positioning?
Your packaging should reflect who your brand is, what it stands for, and how it wants to be perceived. That means thinking beyond just looking “pretty” or “clean” and asking: Is this what our brand should look and sound like in the eyes of our target customer?
For example, a premium, small-batch sauce brand might benefit from elegant typography and rich, warm colors that signal artisanal quality. A bold, better-for-you snack brand aimed at Gen Z might lean on energetic graphics and playful copy.
The tone of voice is equally important. Whether it’s witty, warm, no-nonsense, or educational, your messaging should match your brand’s personality. Every visual and verbal element should work together to reinforce your positioning and help customers understand why your product is right for them.
5. Is it easy to use and intuitive for the customer?
Great packaging isn’t just nice to look at, it’s functional. It should protect the product, communicate clearly, and be easy for your customer to use.
Think about how the product will be handled. Can it be opened without scissors? Does the lid close tightly to keep the product fresh? Is it resealable for convenience, especially for items that aren’t consumed in one sitting?
Functionality also plays a huge role. For products that pour, squeeze, or spray—like sauces, oils, or beverages—does the packaging make the process smooth and mess-free? A squeeze bottle might be more convenient than a pour spout, but if your product contains small bits or thick textures, it could clog the nozzle and frustrate the user. Those small usability issues can be a dealbreaker.
Don’t overlook material choices either. If your product is sensitive to light—like certain oils, vitamins, or coffee—your packaging should protect it. That might mean using dark glass, opaque plastic, or foil-lined pouches. Even the most eye-catching design won’t help if the product degrades before the customer finishes it.
User experience doesn’t stop at the first purchase. Annoying functionality issues can turn off repeat buyers.
6. Is it engaging and relevant to your target customer?
Your packaging isn’t just a container, it’s a conversation starter. It’s your first and sometimes only chance to connect with a potential buyer, so it needs to speak their language. That means understanding who they are, what they care about, and how your product fits into their lives.
What type of visual style appeals to them? Do they respond to playful, bold designs or minimal, premium ones? Would they appreciate a clever tone of voice or something more straightforward? This isn’t just about aesthetics. It’s about alignment.
Be cautious not to design based purely on personal taste. It’s a trap many early-stage founders fall into. While you might love a certain color palette or style, that doesn’t mean it’s the right fit for your audience. Unless you’re a carbon copy of your target customer (and even then), your personal preferences shouldn’t lead the creative direction. After brand strategy is defined, every design decision should be run through this filter: Will my customer relate to this?
Packaging that resonates with the right audience is what drives sales, not packaging that simply reflects the founder’s personality.
Get the Full Checklist
We’ve taken all of these principles and distilled them into a simple, practical packaging design checklist that you can reference throughout your packaging journey. Whether you’re briefing a designer or reviewing a printer proof, this guide will keep you focused on what matters.
Packaging Design Checklist
Need Packaging Advice?
If you’re unsure whether your packaging is working as hard as it could be, feel free to reach out. At Avidity Creative, we help food and beverage brands bring strategy and shelf appeal together. You can visit aviditycreative.com or connect directly if you’d like some feedback on your current packaging.
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