Why This Is A Missed Opportunity!

Zesty Paws misses the mark on this one. Weak branding, unclear copy, zero visual impact. In retail, you’ve got seconds. Make them count.

Description

Shelf visibility matters more than category familiarity. When a shopper doesn’t instantly understand what a product is, the package has already failed its first job.

This example shows a common issue with DTC packaging design when it moves into retail. What works online, small logos, text-led explanations, subtle cues, often collapses on the shelf. In a fast-moving aisle, shoppers don’t stop to read. They scan for images, symbols, and clear signals that tell them what problem the product solves. When branding is minimized, and function isn’t visually obvious, the product blends into the background.

That challenge is especially familiar in adjacent categories, such as packaging design for protein powder and pet supplements, where clear benefits and instant recognition drive conversion. If the pack doesn’t communicate use or value at a glance, it gets passed over.

Strong packaging design ideas balance brand expression with shopability. Retail demands bolder hierarchy, clearer cues, and confidence at a distance. When those elements are missing, even a strong product loses momentum before it ever has a chance to compete.

Video Transcript

00:00:00 That's a missed opportunity right there.
00:00:01 Hey guys, shopping with Christie. I'm at
00:00:04 Walmart and I saw something and I wanted
00:00:06 to share. Okay, as I'm walking this
00:00:08 display now, I happen to know exactly
00:00:11 what this brand is because I work at
00:00:13 this category a lot. It's Zesty Paw. But
00:00:15 I honestly would have no idea what it
00:00:18 is. Like to me, there's nothing on this
00:00:20 that tells me very quickly. I mean, if
00:00:24 you read the words perhaps, but words
00:00:27 don't stop you. images do. You have to
00:00:30 do a lot of reading, which most
00:00:32 consumers, like if you're trying to
00:00:33 catch somebody on the aisle and they're
00:00:35 walking, they're not going to stop and
00:00:37 read the newspaper, right? You got to
00:00:39 hit them real quick and they're not. And
00:00:41 the brand is so little. Unless you know
00:00:44 this brand, you would not know what it
00:00:45 is. The brand mark is so little on the
00:00:47 pack. In many cases, that's okay.
00:00:49 But for shopping, right, shopper
00:00:52 merchandiser, that's a missed
00:00:54 opportunity right there. So, zesty paws
00:00:56 do better.

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

11 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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