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The new identity pushes harder into the sensory overload people already associated with the brand, but now there’s more structure behind it.
Fizzy pop is supposed to be fun.
Most packaging looks like someone tried to squeeze a TED Talk onto a postage stamp.
Once a brand commits to one idea, space stops being decoration and starts acting as strategy.
Lisa Cain’s BP&O article examines why refillable packaging often fails to gain traction despite consumer interest. It highlights how friction in use—mess, cost, and inconvenience—undermines sustainability goals, using Beta Design x Fussy’s aluminium refill system as a positive example of design reducing barriers. The piece argues that successful reuse depends on user experience as much as environmental intent.
BP&O’s Lisa Cain reviews Mirinda’s global rebrand by PepsiCo, describing it as a structured form of sensory overload that amplifies the brand’s playful energy. The redesign emphasizes bold fruit graphics, vibrant colors, and a cohesive global system that maintains personality across markets. Cain praises the approach for embracing fun and visual impact rather than conforming to minimalist trends.
BP&O’s article 'Properly Cultivated' by Lisa Cain explores the packaging design for Hera Nei Campi, a rice brand reviving cultivation in southern Italy’s Paestum region. The design connects the product to its land and history through classical references, a strong color palette, and the symbolic eye of Hera. The brand positions rice as a story of return and cultural continuity rather than a generic commodity.
Written by Lisa Cain for BP&O, the article explores the growing use of stylised illustration in pet food packaging, highlighting how it connects emotionally with consumers and differentiates brands in a crowded market. It cites Finn’s collaboration with Gander and Daniel Brokstad as a successful example of using bold, geometric illustration and bright colours to create distinctive, premium packaging.
BP&O’s article ‘Roll with it’ by Lisa Cain explores Rollr, a new sustainable deodorant brand that reimagines the refill model through desirable design. The product features a sculpted glass bottle and paper sachet refill system, reducing waste while maintaining a premium aesthetic. The piece highlights how Rollr positions sustainability as aspirational rather than sacrificial.
Written by Lisa Cain for BP&O, the article 'Space Craft' explores the strategic use of space and balance in packaging design. Using the refillable natural deodorant brand NUE by Ezgi Sarıcam as an example, it highlights how restraint, clear hierarchy, and material awareness create clarity and impact on shelf. The piece argues that space is not decorative but a core part of brand communication.
Lisa Cain’s BP&O article 'Type Goes Rogue' explores the rise of experimental typography, highlighting how designers push readability and form to create emotional impact. The piece spotlights Marta Veludo Studio’s packaging for non-alcoholic drink brand Unbelievable as a standout example of playful, expressive type that enhances brand personality.
Written by Lisa Cain for BP&O, the article explores how luxury beauty brands are rethinking packaging in light of sustainability demands. It highlights Hunter Lab’s collaboration with Montague Brand Agency, which used biodegradable materials like sugarcane bagasse and wheat straw to create packaging that maintains a sense of luxury without excess. The piece argues that sustainability has become a new measure of quality in the luxury sector.
Lisa Cain’s BP&O article explores how imperfection and hand-drawn illustration in packaging design can create authenticity and trust. Using Jo Cutri Studio’s work for Faithful To Nature as an example, it argues that looseness balanced with structure makes brands feel more human and persuasive. The piece contrasts this approach with overly polished, corporate packaging styles.