Drinks Branding And Packaging Design Tips

In a saturated drinks market where first impressions drive sales, strong branding and packaging design have become essential to a product’s success. Whether you’re launching a health-focused beverage or a premium wine, your packaging needs to balance visual appeal with practicality and a clear sense of brand identity.

Here we explore the core elements that make drinks branding and packaging design effective, drawing from current industry trends and successful brand examples.

Understand Your Target Audience

Your beverage packaging should speak directly to the people you want to buy your product. Gen Z consumers, for example, often value bold visuals and shareability, while health-conscious shoppers tend to favour minimalist and sustainable packaging cues.

Define who your customers are and what drives their decisions. Do they shop for drinks in supermarkets, independent retailers or online? Are they drawn to function, design, ethics... or all three? By adapting your packaging to meet these expectations, you can strengthen your product’s relevance and positioning from the start.

Know Your Brand Identity

Every packaging project begins with a clear understanding of your brand. Is your beverage bold and modern, or classic and understated? Is it aimed at a health-conscious demographic, luxury consumers or those looking for convenience?

Strong brand identity goes beyond logos - it shapes every decision in your drinks packaging design, from the size and shape of the shipping packaging you use, to the font and shape of the bottle or can. Consistency is critical for brand recognition across the full range of your packaging needs - including multi-pack formats, POS displays and even online thumbnails.

Create Shelf Impact With Visual Clarity

With supermarket shelves filled with competing products, drinks industry packaging must immediately grab attention. Effective branding and design make for a more memorable brand, and products that are easy to spot.

Packaging that stands out typically combines:

• Distinctive shapes: a bespoke bottle form or tactile surface can stop consumers mid-aisle.
• Bold typography: legibility is important, especially when product names or flavour profiles need to jump out at people scanning a heavily stocked shelf.
• Colour contrast: strategic colour use can create instant visual appeal, help categorise ranges or reflect flavour cues.

Should you opt for a minimalist or maximalist style? Both approaches work when applied consistently with your branding. Maximalist styles attract younger consumers and social media engagement. However, premium packaging designs often lean towards minimalism, with more whitespace, higher print quality and soft-touch finishes – all of which can suggest value and sophistication.

Align With Sustainability Expectations

Modern consumers don’t just want attractive packaging - they want packaging that aligns with their ethics. According to a report by PwC, 85% of consumers are willing to pay an average of 9.7% more for sustainably sourced or produced goods.

Beverage packaging design should reflect this shift through using:

• Recyclable or biodegradable materials
• Minimal, plastic-free packaging
• Clear sustainability messaging on-pack

By using planet-friendly materials and communicating your efforts clearly, you’re likely to gain trust and increase brand loyalty.

Combine Beauty With Functionality

Packaging aesthetics must never come at the expense of function. A beautiful bottle that leaks or is hard to open will damage your brand perception just as much as poor-quality branding.

Effective drinks packaging should:

• Be easy to store, stack and ship
• Protect bottles and cans in transit
• Fit on retail-ready trays or in branded gift boxes

Functionality is especially important in drinks sold through bars, venues or on-the-go retailers, where ease of service and storage are critical.

Tell A Story Through Packaging

Today’s drinks consumers want more than just a product - they want a story. Your packaging can become a storytelling platform that brings your brand values or product origins to life.

Think about:

• Back-of-pack copy that introduces your founders or sourcing practices
• QR codes linking to video or web content
• Limited-edition designs tied to local collaborations, seasonal launches or cultural events

Finding creative ideas you can use to get your authentic story and mission across is a great way to cut through the noise and make your brand resonate on an emotional level with your audience. Use your packaging as your opportunity to start that conversation with your customers at the point of purchase.

Learn From Leading Drinks Brands

Examples of standout beverage packaging include:

• Seedlip: A non-alcoholic spirit brand that uses botanical illustrations, uncoated labels and glass embossing to convey elegance and craftsmanship.
• Dash Water: Minimal, clean cans with bright fruit illustrations and bold type that match their natural flavour promise.
• Canvino: Wine-in-a-can with a soft matte finish and foil details that nod to traditional Italian wine branding - reimagined for a convenience-focused audience.

These examples show how packaging design can be both creative and strategic - shaping how customers experience and remember your drinks brand in a competitive market.

Invest In Packaging That Reflects Your Brand's Value

Drinks branding and packaging design are among the most powerful tools you have to attract, retain and engage customers. Your packaging doesn’t just need to contain the product - it needs to sell it, protect it and express what your company stands for.

At ASC Direct, we help brands find food & drink packaging that performs in every retail environment. From custom bottle boxes to eco-conscious shipping materials, our solutions are designed for shelf appeal, durability and brand impact. We offer flexible buying options, with a minimum order of just 25 boxes, and discounts available on larger purchases.

Get in touch by calling 0800 0731 126 or filling out our online contact form, and we will help you find the perfect bespoke packaging solutions for your business.

James Palfrey-Smith is the Commercial Manager at ASC Direct with extensive experience in both operations and sales. James is passionate about solving packaging problems, delivering fast customer support, and building lasting relationships. Outside of work, he enjoys outdoor activities like hiking and skiing. A fan of real ale and business podcasts, he continuously seeks personal and professional growth.

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