15 Packaging Designs From the Past That Were Wildly Over-the-Top
A wild ride through the world of packaging, these over-the-top designs from the past prove that sometimes, what's on the outside is just as unforgettable as what's inside.
- Alyana Aguja
- 4 min read
From waterproof watches submerged in real water to shoes packaged in literal bags of air, the history of packaging is full of audacious, unforgettable designs. These wildly over-the-top creations didn’t just protect products — they turned them into conversations, statements, and experiences. This list explores 15 real examples where brands pushed the boundaries of form and function, proving that bold packaging can be just as iconic as the product itself.
1. Nike Air Sneakers in a Bag of Air
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Nike once packaged its iconic Air sneakers in a literal bag of air, emphasizing the shoe’s lightweight design. This unconventional packaging not only highlighted the product’s unique selling point but also turned heads in retail spaces. It was a bold move that reinforced Nike’s innovative brand image.
2. Festina Watches Submerged in Water
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Festina showcased the waterproof nature of its Profundo line by packaging the watches in clear pouches filled with water. This daring presentation served as a live demonstration of the product’s durability. It was a memorable way to build trust with potential customers.
3. Smirnoff Caipiroska’s Peelable Bottles
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To promote its Caipiroska line, Smirnoff introduced bottles with peelable labels resembling fruit skins. This interactive design mirrored the flavors inside, like lime and passionfruit, adding a tactile experience to the act of opening a bottle.
4. Christian Louboutin’s Nail Polish Stilettos
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Christian Louboutin transformed nail polish bottles into miniature stiletto heels, complete with elongated caps. This design echoed the brand’s signature high-heeled shoes. It blurred the line between cosmetics and fashion accessories.
5. Tiffany & Co.’s Iconic Blue Box
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Tiffany & Co.’s robin egg blue box has become synonymous with luxury and elegance. Introduced in the 19th century, the color was chosen due to the popularity of turquoise gemstones at the time. The box itself has become as coveted as the jewelry it holds.
6. Pringles’ Revolutionary Canister
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In 1968, Pringles introduced a cylindrical canister designed by chemist Fredric Baur to prevent chips from breaking. This innovative packaging kept the chips intact and fresh, and its unique shape made it stand out on store shelves.
7. Kikkoman’s Soy Sauce Teardrop Bottle
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Designed by Kenji Ekuan in 1961, Kikkoman’s soy sauce bottle features a sleek teardrop shape with a spout inspired by a teapot. Ekuan created over 100 prototypes before finalizing the design. The bottle has become a staple in households worldwide.
8. Capri-Sun’s Foil Pouch
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Capri-Sun introduced the Doy-N-Pack foil pouch in 1979, revolutionizing juice packaging. The lightweight, portable design appealed to children and parents alike, and its unique appearance made it instantly recognizable.
9. Toblerone’s Triangular Box
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Toblerone’s distinctive triangular packaging, introduced in 1908, was inspired by the Matterhorn in the Swiss Alps. The shape not only reflected its Swiss heritage but also made it easy to break into individual pieces. It’s a design that’s stood the test of time.
10. Coca-Cola’s Holiday Ornament Bottles
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In 2009, Coca-Cola released limited-edition holiday bottles resembling Christmas ornaments. These festive designs doubled as decorations, adding a seasonal touch to the classic beverage. They became collectors’ items almost overnight.
11. Bear-Shaped Honey Bottles
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Dutch Gold Honey Inc. introduced the bear-shaped honey bottle in 1957, inspired by the beloved character Winnie the Pooh. The design was so charming that it became a standard in the industry. It’s a sweet example of form meeting function.
12. Magnum’s Squeezable Ice Cream Pints
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Magnum’s premium ice cream pints feature a unique design that encourages consumers to squeeze the container, cracking the chocolate shell inside. This interactive element adds a sensory experience to enjoying the dessert. Its packaging delights both visually and tactilely.
13. Tic Tac’s Minions Edition
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Tic Tac released a special Minions edition, where the candies were colored and printed to resemble the popular characters. The packaging featured Minion faces, making it a hit among fans. It was a playful twist on the classic mint.
14. The Great Bonza Wine’s Circus Theme
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Australian wine brand The Great Bonza embraced a circus theme for its packaging, complete with bright colors and playful illustrations. The design aimed to reflect the wine’s bold flavor and quirky name. It stood out on shelves with its cheerful aesthetic.
15. LaCroix’s Vibrant Can Design
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LaCroix’s sparkling water cans feature a vibrant, abstract design that defies traditional beverage packaging norms. The colorful patterns helped the brand stand out in a crowded market. It’s a case where unconventional design led to mainstream success.