Winning at the shelf: Innovative packaging strategies

Packaging isn’t a flat image on a screen. It’s something we interact with. 

Walk into any supermarket in Southeast Asia, and the story plays out the same way: hundreds of products fighting for just a few seconds of consumer attention. As the convenience food market rapidly expands across the Asia-Pacific region, projected to hit $38.3b by 2033, those few seconds have never mattered more. 

At the same time, the role of food packaging is shifting. It’s no longer just about food storage  protection or  portability. 

Today’s consumers expect more convenient, shelf-stable options across categories like soups, sauces, and ready meals, driven by busier urban lifestyles, smaller households, and growing demand for time-saving packaging formats. 

That’s opening the door for new and sustainable packaging formats, like retortable cartons, that are helping brands break away from traditional jars and cans, which combine function, storytelling, and shelf presence without compromising on quality. Retortable cartons aren’t just changing how food looks on the shelf—they’re reshaping entire categories. 

Here are four strategies I’ve seen consistently deliver results at the shelf, and increasingly, at the checkout. 

Keep it simple, make it clear 
When shoppers are browsing the aisles, your food package design needs to get straight to the point and help your product stand out on the shelf. Every detail counts, from the packaging form factor to the font choice on the label. 

But standing out isn’t just about looking flashy. What really drives a purchase runs deeper: clarity, relevance, and how quickly a package communicates trust and value. 

A common mistake we see is trying to say too much, too fast. When the front of a package is overloaded with claims, logos and other visual elements, it quickly turns into clutter. Instead of grabbing attention, it confuses or overwhelms—leading shoppers to move on. 

In a crowded aisle, less really is more. 

When consumers describe packaging that feels “premium” to them, they tend to value clarity over excess. They are drawn to packaging design that is consistent, familiar and effectively conveys a brand’s quality throughout the entire consumer journey.  

Simplicity here is fundamental – the package and branding don’t just have to sell the product but also create recognition and a connection with the product. Consumers want to immediately understand what they’re buying at a glance, and to feel confident in that choice. 

Balance the familiar with the fresh 
That doesn’t mean innovation is off the table. In fact, consumers appreciate packaging that feels distinctive and modern—but not so new or different that they don’t recognise it. 

I’ve found the most successful brands walk a fine line: they respect the visual codes of their category whilst finding subtle ways to modernise or elevate them. 

You need to look like you belong on that shelf—but not like everyone else. 

We’re seeing several dynamic brands reimagining legacy categories, like canned soups or pet food, by shifting to formats such as lightweight cartons. These changes update both look and perception, helping brands stand out and often appeal to new consumer segments.

Use structure as a storytelling tool 
Packaging isn’t a flat image on a screen. It’s something we interact with. 

It’s held, opened, poured, stored, and sometimes reused. That makes every panel—front, back, top, and side—a valuable touchpoint to tell your story.  

Packaging formats like six-sided cartons offer a unique advantage: multiple flat surfaces that allow for bold graphics, clear information, and deeper brand storytelling. From usage tips to sustainability messages to origin stories, these additional faces become a medium for consumer engagement. 

Effective package design considers the full experience. The front of the pack plays a critical role, it should clearly convey what the product is and why it matters within seconds, without adding clutter. 

But the story doesn’t have to end there. Other panels offer room to inform, reassure, or delight. 

We often remind teams: start with clarity, then build with intention. Think about how the pack stacks on a shelf, fits in a fridge, slides into a pantry, or feels when opened at the table. 

Create the billboard effect 
When multiple packages stack together side by side, they become more than individual units—they become a brand block. This is where cartons shine. 

With flat, forward-facing panels and consistent sizing, cartons create a strong shelf presence that instantly catches the consumer’s eye. They align neatly to form a clean, continuous display that’s easy to spot and hard to ignore. Their rectangular design maximises your brand’s visibility whilst taking up to 40% less shelf space than conventional packaging. 

Ultimately, this is what product differentiation comes down to: connecting the dots between grabbing your attention, recognising the brand or products. It’s a tremendous opportunity that can deliver big results: better visibility, stronger brand recognition, and faster shopper decisions. 

The packaging advantage 
Packaging decisions used to live in marketing or design teams. Today, they’re increasingly discussed at boardroom tables. And rightly so. 

Because the right packaging doesn’t just look good—it performs. It shapes perception, triggers impulse, encourages repeat purchases, and in some cases, revitalises an entire brand, or potentially unlocking a brand-new revenue stream. 

Rosella’s relaunch is a great example. When the iconic Australian soup brand moved from cans to cartons, it did more than refresh its look. It reconnected with consumers—and quickly became the top-selling tomato soup in major retailers. 

Whether you're revitalising a heritage brand or launching a new product, packaging needs to perform strategically. In today's crowded aisles, your package may be your brand's only opportunity to connect. 

Make it count.