Design by Big Fish:
We were asked to create a brand for Britain’s finest salad growers. We found a man in the company who had a degree in watercress. His name was Steve Rothwell. He was clearly the mastermind behind their delicious, tender baby leaves so we suggested naming the brand “Steve’s Leaves”. They loved it. At the time, the salad fixture in supermarkets was one big impenetrable green hedge-like wall where everything looked the same. We seized the opportunity to stand out from the crowd and depicted Steve’s hand picking the leaves on the front with bright colours that reflected the intense flavours of these naturally delicious little leaves. We made the bags "one serve" portion size, which allowed people to mix and match varieties instead of just buying one big bag. (via The Dieline)
Love this concept—great example of thoughtful branding.
On the flip side, I was surprised at a few of the winners. Coca-Cola's packaging wasn't that impressive. It's hard to be innovative when you're a very established brand; those companies are often tied to iconic traditionalism. Still, since the Dieline seems to award innovation and new ideas, the summer flip-flop motif doesn't seem like it would put Coke over the top.
Kleenex won for packaging tissues as pie:
That gave me pause. I'm pretty used to companies packaging non-food as food, and food as non-food. It doesn't seem all that avant-garde to put the product in a wedge and package it as pie. Cute, sure, but not award-winning. Coming up with a more sustainable way to package a paper product, or even a more efficient dispensing mechanism would have been a clearer win for me, but this reads as overly precious and a bit twee.
Other than that, there are a lot of really good examples of interesting and inspiring packaging. Check out the winners on the Dieline.