Chaos packaging is the art of putting everyday, familiar products in surprise formats. For example, gin packaged in an engine oil bottle, or water in a beer can. What’s behind this growing trend? Tey Bannerman of McKinsey Design and Lisa Cain of Smurfit Westrock take a closer look.
Have you ever been drawn to a product because its packaging was so unexpected, bordering impish, that it made you smile? Perhaps it was a bottle of olive oil in a squeezable condiment-style container or coffee housed in a retro VHS box. These are prime examples of chaos packaging, a trend that takes familiar items and presents them in unconventional vessels.
More than a novelty, chaos packaging disrupts the predictable, engaging consumers with designs that evoke curiosity, nostalgia, or humour. In a world inundated with sleek minimalism, this approach boldly rewrites the rules of design, offering a fresh way to stand out in a crowded marketplace while resonating emotionally with consumers.
It is a topic many, if not all, of the 430 suppliers set to pack the NEC in February for Packaging Innovations & Empack 2025, will be exploring and hoping to capitalise on.
What is chaos packaging?
Chaos packaging takes familiar products and reimagines their containers in unconventional ways. Ice cream tubs housing tampons or olive oil sold in condiment-style squeeze bottles are prime examples. The goal? To create buzz, evoke curiosity, and resonate emotionally with consumers.
As Tey Bannerman, who leads McKinsey Design in the UK, highlights, “visual disruption captures attention, novelty drives social sharing, and unexpected packaging creates buzz,” but true success lies in pairing these tactics with deeper strategic intent.
Lisa Cain, a transformational packaging specialist/Technical Lead – Food & Confectionary at Smurfit Westrock, agrees noting ‘it’s not just novelty dressing up as innovation. The best chaos packaging has purpose. Chaos works when it’s clever and true to the product, not when it’s just random weirdness for attention. If it feels forced, consumers will sniff it out faster than you can say ‘sardine tin chocolate.’”
The trend has gained significant traction over the last decade, spurred by platforms like Instagram and TikTok, where unique designs thrive. Younger audiences, in particular, value novelty and storytelling, making chaos packaging an effective way to engage this demographic.
Organised chaos
Some brands have elevated chaos packaging to an art form, using it not just as a gimmick but as a means of storytelling and emotional connection. Bannerman notes, “the most powerful packaging innovations come not from shock but from rethinking category norms strategically. Breaking these norms must serve the product, the consumer, and the planet.”
While it might seem like a modern trend, the roots of chaos packaging stretch back decades to innovations like the Leggs pantyhose packaging of the 1960s. Presented in egg-shaped containers, Leggs broke from the expected cardboard or plastic sleeves used by competitors.
The unique format not only stood out on store shelves but also created a memorable brand identity, helping Leggs carve out a significant share of the market. This early example set the stage for what chaos packaging aims to achieve today: disruption, memorability, and emotional engagement.
Brands like Process Coffee and Flo Tampons have embraced modern chaos packaging with flair. Process Coffee uses retro VHS-style boxes to tap into nostalgia and stand out in a crowded specialty market. This approach creates an emotional connection with consumers, making the act of purchasing coffee a unique experience.
Meanwhile, Flo Tampons challenges the traditional tampon market with vibrant, fun packaging, aiming to change the perception of menstruation by packaging the tampons in what is traditionally seen as an ice cream tub. Both brands use packaging as a tool to disrupt their industries, making everyday products more approachable and culturally relevant.
Graza offers another example of chaos packaging done right. Its olive oil, housed in squeezable plastic containers, mimics condiment packaging rather than the traditional glass bottles of its competitors. This practical yet playful design makes Graza’s product distinctive on supermarket shelves and easier to use in the kitchen and is praised by consumers for its functionality and charm, further cementing the brand identity.
Some brands use chaos packaging to demonstrate a desire to rip up the status quo for example Departed Spirits challenges norms by packaging gin in metal tins resembling motor oil cans while Liquid Death water is sold in cans usually associated more with beer than the natural, healthier alternative product.
These edgy designs not only command attention but also reinforce the brands’ rebellious spirits, highlighting how chaos packaging, when aligned with brand values, can amplify messaging and resonate with target audiences.
These examples demonstrate the enduring appeal of unique packaging formats to disrupt conventions, connect emotionally, and build brand equity. From the Leggs egg to today’s modern iterations, chaos packaging proves that creativity in design can be a brand’s most powerful marketing tool.
Why brands should embrace chaos
As a powerful tool for brands looking to stand out in a competitive market, chaos packaging brings with it other benefits beyond its dual ability to help brands by boosting shelf appeal while also creating shareable moments on social media, leading to organic marketing that can amplify a brand’s reach.
Essentially it isn’t just about creating a spectacle, instead it’s a strategic tool for brands to differentiate themselves in crowded markets. Bannerman notes that the deeper opportunity lies in rethinking packaging from the first principles, “What actually serves this product best? Which solutions could we repurpose? How can we optimise for sustainability?”
One example of these principles being followed well is Graza’s squeeze bottles that are lightweight and durable, reducing transport emissions compared to traditional glass. Similarly, the rise of canned wines highlights a shift toward eco-consciousness. Cans are more recyclable, lighter to ship, and ultimately reduce the carbon footprint compared to heavier glass bottles.
The potential for chaos packaging to drive industry innovation is immense. Bannerman envisions using AI to analyse product needs, preservation requirements, and sustainability, metrics to identify optimal solutions. This data-driven approach can push the boundaries of packaging design, leading to innovations that are functional, sustainable, and visually impactful.
While chaos packaging offers numerous benefits, it’s not without risks. A 2022 study published in the Journal of Retailing and Consumer Services revealed that non-traditional packaging formats, such as aluminium cans for wine, can sometimes negatively impact consumer perceptions of a product’s appeal, leading to lower taste ratings.
Cain warns brands run the risk of confusing customers, “while playful, unexpected designs can add value, brands need to be conscious of crossing the line into confusion. Putting gravy in a beer can might be eye-catching without much risk, but take the same concept and apply it to a household cleaner disguised as a juice bottle, and you’re inviting the kind of mix-up that could have serious consequences.”
This serves as a cautionary reminder that while chaos packaging can help a brand stand out, it must be executed thoughtfully. If the packaging is too complicated or does not align with the product’s identity, it can backfire. Moreover, designs that prioritise novelty over functionality or sustainability can alienate consumers and damage the brand’s reputation.
For Bannerman, the importance of longevity in packaging innovation is something to be stressed. He added “beyond initial surprise, we need to focus on functional benefits, clear strategic rationale, and authentic brand alignment. Chaos packaging works when it’s more than chaos, it’s innovation with purpose.”
A new era of packaging
Chaos packaging symbolises a shift from tradition to creativity, reflecting the evolving tastes and priorities of modern consumers. Its success lies in its ability to delight and surprise while delivering functionality and sustainability.
As brands continue to push boundaries, the challenge will be balancing novelty with purpose. Bannerman and Cain underscore the importance of asking the right questions and being cautious against trying to be too smart. Bannerman says designers need to ask themselves “how can we serve the product, the consumer, and the planet?” while Cain notes that “the challenge is clear, how far can you push before the cleverness backfires?
“Consumers appreciate humour and surprise, but they also rely on packaging to guide their decisions quickly and safely. Chaos packaging needs to disrupt the norm without undermining trust or usability. Striking that balance is what separates the memorable from the misguided.” For brands that can strike this balance, chaos packaging offers not just a way to stand out but a path to lasting impact.
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