Description
Most packaging conversations focus on graphics, but structure can be just as powerful, sometimes even more so. In fast, real-world shopping moments, consumers aren’t analyzing design systems. They’re relying on quick mental shortcuts: size, color, and especially shape.
A distinctive bottle structure creates a physical memory cue. In this case, the indented, grippable form becomes the identifying feature that cuts through a crowded set. When multiple products share similar colors, claims, and even flavors, structure becomes the fastest way to recognize and recall a product.
This is a critical but often overlooked part of retail packaging design. While labels and branding communicate, structure anchors memory. It helps shoppers quickly confirm, “This is the one,” without reading.
For categories such as drinkable yogurt, protein beverages, or functional drinks, where visual parity is high, structural differentiation can directly impact repeat purchases. It simplifies decision-making and reduces friction at the shelf.
The takeaway is simple: if your packaging relies only on graphics, you’re competing in a crowded space. If your structure is distinctive, you’re building a shortcut in the consumer’s mind, and that shortcut can win the sale.
Video Transcript 
Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.
Her portfolio includes:
Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.
Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.
Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.
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