A Packaging Design Agency Built for US Consumer Brands

We design packaging that wins on shelf, converts on Amazon, and connects with multicultural America. From brand-new CPG launches to landmark redesigns of legacy FMCG brands — strategy-first, results-driven, Miami-based.

 

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Trusted by Leading US and Global Consumer Brands

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  • Imaginity, Clientes, Logos, Wise Snacks
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Where Global Creative Experience Meets US Market Intelligence

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Operating from Miami with a global team spanning 28 years of CPG and FMCG design, Imaginity brings something most US packaging agencies can't offer: the creative depth of an international studio combined with the retail fluency of a team that has designed for Target, Walmart, Amazon, and major US grocery chains. We don't just make packaging look good.

We engineer it to perform — at shelf level, on an e-commerce thumbnail, in a social media scroll, and in the hands of a shopper making a split-second purchase decision.

Our work spans 29 product categories and has reached retail shelves in the United States, Latin America, and Europe. Whether you're a challenger brand entering US retail for the first time, or a legacy CPG company modernizing a high-equity identity, we bring the strategic and creative resources to get it right.

The Imaginity Lab™ Process: From Brief to Shelf

How We Turn Your Packaging Brief into a Competitive Weapon

 

Every packaging project at Imaginity follows the Imaginity Lab™, our proprietary creative methodology developed over 28 years working with global FMCG brands. It's not a template — it's a repeatable framework for making design decisions that are informed by strategy, validated against competitive realities, and built to perform in the real world.

1

Brief & Immersion

Brief & Immersion

We start with a comprehensive round-trip brief. We ask the questions your competitors' packaging agencies don't: Who is your primary retail buyer? What shelf position are you targeting? What's your omnichannel plan? What does success look like in 12 months? This phase defines the strategic brief that drives every creative decision that follows.

2

Research & Competitive Mapping

We audit your category — not just the obvious competitors, but the challenger brands, private label, and emerging players reshaping the shelf. We map the visual codes your category relies on and identify the white space where your brand can own a distinctive position. For US projects, we layer in multicultural shopper insights where relevant.

3

Design Strategy & Product Line Architecture

Before any creative work begins, we define the strategic design framework — and, when needed, restructure the product line architecture itself. This is the step most packaging agencies skip, and it’s where most packaging failures originate.

4

Creative Exploration

Hand sketching before pixels. Every project begins with analogue ideation — thumbnail concepts, structural explorations, visual direction options. This stage generates a wide creative range before narrowing. We present multiple distinct directions, not variations on a single theme.

5

Design Development & Refinement

The selected direction is developed to full resolution: all faces, all SKUs, all variants. We build the complete brand architecture of the line — not just the hero SKU. Color coding, flavour/variant differentiation, on-pack hierarchy, legal compliance, and print specifications are all resolved in this phase.

6

Production & Launch Handoff

We prepare production-ready files to print specification, including dieline management, pre-press review, and colour matching guidance. For US clients, we can coordinate directly with your printer, co-manufacturer, or retailer requirements (including Walmart/Target/Costco spec compliance).

CPG & FMCG Categories We Design For

Deep Category Experience Across the US Consumer Landscape

 

We don't generalize. Every category has its own shelf codes, shopper behaviors, retailer requirements, and visual language. Our team has worked across 29 categories — which means when we design your snack packaging, we're not learning the category, we're applying years of pattern recognition to give you a competitive edge from day one.

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Snacks & Chips

From flavor architecture to mascot-led redesigns, we've worked with Wise Snacks — one of America's legacy snack brands — on multiple packaging and brand architecture projects. We understand the snack shelf: high velocity, high competition, and the critical role of pack-front hierarchy in driving impulse purchase. 

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Food & Frozen Food

Retail-ready food packaging that communicates appetite appeal, quality cues, and brand personality simultaneously. We've designed for bread, bakery, frozen meals, condiments, and premium food lines across the US and Latin America.


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Beverages

From functional energy drinks to premium craft beer, our beverage packaging work spans structural design, label systems, and limited edition campaigns. Clients include Gatorade (PepsiCo), Heineken, Guinness, and Go Mate. 

 

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Personal Care & Beauty

We design personal care packaging that communicates efficacy, trust, and brand premium — across mass retail, pharmacy, and DTC channels. Experience includes Kimberly-Clark (Kotex Evolution), Bagovit, and Adermicina

 

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Pharma & OTC

Packaging for pharmaceutical and over-the-counter products requires precision: regulatory compliance, clear hierarchy, and the ability to communicate trust at speed. We've designed for multiple pharma clients across Latin America and the US Hispanic market.

 

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Confectionery & Chocolate

Premium and mass market confectionery packaging — from gifting formats to everyday impulse. Our confectionery work includes special edition boxes, seasonal ranges, and full brand identity systems.

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E-Commerce & Amazon

The e-commerce shelf is a different design problem. Small thumbnails, white backgrounds, five-image carousels, unboxing expectations. We design packaging that performs in both physical retail and digital shelf simultaneously — and create Amazon storefront assets, A+ content layouts, and digital shelf optimization.

 

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Hispanic & Multicultural Market

We are one of the few packaging design agencies that brings genuine multicultural fluency — not as a specialty service, but as a core competency. Our team has designed for the US Hispanic market across snacks, dairy, food, and personal care, with deep understanding of how Latino cultural codes translate (and sometimes deliberately don't translate) into US retail contexts.

 

US Brands We've Helped Win on Shelf

Selected US Packaging Design Projects

Wise Snacks — Golden Potato Redesign

Client: Wise Snacks
Category: Snacks
Task: Packaging redesign + brand architecture
What we did: Repositioned the iconic Peppy mascot from decorative element to brand protagonist, redesigned the Golden Potato line, and restructured the brand architecture to unify low-sodium variants with a clear color-coded system.

→ Read the full case study

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Wise Snacks — 100th Anniversary Limited Edition

Client: Wise Snacks
Category: Snacks / Limited Edition
Task: Retro heritage packaging + in-store display
What we did: Designed a collectible centennial edition that honored 100 years of brand history through retro-inspired visual language, creating both a shelf-stopping limited pack and a commemorative point-of-sale display.

→ Read the full case study

 

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PepsiCo — Pepsi Kick NFL Edition

Client: PepsiCo
Category: Beverage / Limited Edition
Task: 32 collectible bottle designs for NFL season
What we did: Designed 32 individually numbered, team-specific Pepsi Kick bottles for the NFL partnership — each with team-coded color systems and dynamic graphics designed to drive impulse collectibility among football fans.

→ Read the full case study

 

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Centurion Caviar — Brand Launch & Premium Packaging

Client: Centurion Caviar
Category:  Fine Food / Premium
Task:  Full brand identity + packaging design for US market launch
What we did: Developed the brand from the ground up — name reinforcement, brand identity system, and packaging design for the complete caviar portfolio, targeting the US premium retail and gourmet channel.

→ Read the full case study

 

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Wise Salsas — Multicultural Snack Extension

Client: Wise Snacks
Category: Snacks / Condiments
Task: New product line packaging
What we did: Designed the full Wise Salsas range — Salsa con Queso, Chunky, French Onion — with a brand architecture that connects back to the Wise Snacks master brand while building credibility in the salsa category for US mainstream and Hispanic shoppers.

→ Read the full case study

 

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Why US Brands Choose Imaginity

Why US Brands Choose Imaginity

28 Years of CPG Design Experience

We've been designing consumer packaging since before most of today's challenger brands existed. Our experience spans global giants (PepsiCo, Bimbo, Kimberly-Clark, Heineken) and emerging brands — which means we bring both institutional knowledge and challenger-brand agility to every project.

US Retail & E-Commerce Fluency

We design packaging that meets the specific requirements of US retail — Walmart, Target, Costco, Kroger, and Amazon. We understand planogram logic, club store formats, private label competitive pressure, and the Amazon image stack. Your pack will be ready for every channel from day one.

Multicultural Design Intelligence

One in five US consumers is Hispanic. The multicultural US market is not a niche — it's a growth engine. Our team brings native fluency in both mainstream US consumer design and Hispanic market cultural codes. We've designed for La Vaquita cheese, Wise Salsas, and Merenguitos — brands that live at the intersection of American retail and Latino culture.

Full Brand Architecture Capability

Packaging design in isolation is rarely the problem. Most CPG brands that struggle on shelf have a brand architecture problem: too many SKUs, unclear variant hierarchy, no visual logic connecting the line. Imaginity has built brand architecture systems for Mercado Libre (20+ sub-brands), Bimbo, and Wise Snacks. We can solve the system, not just the individual pack.

Omnichannel-Ready Output

Every design we produce is built for both physical and digital shelf from the start. We deliver: final print-ready files, 3D renders for e-commerce listings, Amazon A+ content assets, and social media adaptations. One brief, full channel coverage.

Miami-Based, Globally Staffed

Our Miami base gives US clients a domestic point of contact, US time zone collaboration, and firsthand understanding of the multicultural South Florida market — the most important test market in the US for Hispanic-targeted products. Our broader team brings creative talent from Latin America and Europe.

What Our Clients Say

"Imaginity brought both creative excellence and strategic thinking to our packaging redesign. The new design immediately resonated with our retail partners and with shoppers."

Brand Manager, Snacks

"Working with Imaginity across multiple projects has given us a design partner that understands both the US market and the complexities of a multi-SKU brand architecture. They don't just design — they solve."

Marketing Director, CPG Client

"The new packaging exceeded our expectations in both aesthetic quality and production readiness. Imaginity's process is thorough, collaborative, and genuinely strategic."

Brand Owner, US Market Launch Client

Award-Winning Packaging Design

Recognized for Creative Excellence

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Imaginity's work has been recognized by leading industry organizations including:

  • Graphic Design USA (GDUSA) — Product & Packaging Design
  • El Ojo de Iberoamérica — Branded Content & Design
  • Effie Awards — Marketing Effectiveness

Awards matter not because of the trophies, but because they validate one thing: that our design work performs beyond aesthetics. Design that wins industry recognition is design that solves real problems in distinctive ways — which is the same standard we apply to every CPG and FMCG project we take on.

→ See our awards

Packaging Design Resources for US Brand Managers

From Our Design Process Library

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Understanding Brand Architecture Before You Redesign

Before briefing a packaging redesign, most CPG brands need to resolve their brand architecture — which products belong together, how variants are differentiated, and where extensions can grow. Read how we approached this for Mercado Libre and Wise Snacks.

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The Power of Packaging: What Makes Shoppers Pick Your Product

Packaging is the last 3 feet of marketing — the final conversion point before the shopper's hand reaches the shelf. Here's what the research says about what actually drives that decision, and how we design for it.

Frequently Asked Questions

Packaging Design: Common Questions

Questions we hear regularly from US brand managers and marketing directors briefing a frozen food packaging redesign or new product launch.

What does a packaging design agency do?
A packaging design agency combines brand strategy, visual design, and production knowledge to create packaging that performs in retail and e-commerce environments. Beyond making a product look good, a specialist packaging agency ensures the design communicates brand positioning, differentiates from competitors on shelf, meets all regulatory and print production requirements, and works across all the channels where consumers encounter the product — physical retail, Amazon, DTC, and social media. At Imaginity, our packaging design work always begins with brand strategy: who the shopper is, what the competitive shelf looks like, and what job the packaging needs to do for the brand.
How much does CPG packaging design costing?
CPG packaging design costs vary significantly based on project scope. A single SKU redesign for an established brand typically ranges from $8,000 to $25,000. A full product line redesign with multiple SKUs, brand architecture work, and omnichannel asset production typically ranges from $25,000 to $75,000+. Large-scale brand transformation projects (full brand identity + complete packaging system) are scoped individually. We provide transparent, fixed-fee quotes after an initial discovery call. There are no hidden costs — the project scope defines the fee.
How long does a packaging redesign take?
IA focused single-SKU redesign typically takes 4–8 weeks from brief approval to production-ready files. A full product line redesign including brand architecture work runs 8–14 weeks. Projects that include naming, full brand identity development, or significant consumer research may run longer. We provide a specific timeline in our project proposal, and we build in milestone reviews at each stage so there are no surprises.
Do you work with brands outside the US?
Yes. While this page focuses on our US market experience, Imaginity works with brands globally and has operated across the United States, Latin America (Mexico, Argentina, Colombia, Chile, Peru, and more), and Europe. Our Miami office serves as the hub for US and international clients. We manage all projects remotely where required, with video collaboration, digital review tools, and asynchronous workflows that work across time zones.
Can you design packaging for Amazon as well as retail?
Yes — and we consider this a baseline requirement for all CPG packaging work in 2026. Every packaging system we design is built for omnichannel from the brief stage: physical shelf presence, Amazon main image optimization, A+ content layout, and social media visual adaptations are included or available as add-ons depending on project scope. Packaging that only works in one channel is packaging that isn't fully doing its job.
What's the difference between packaging design and branding?
Branding defines who a brand is — its name, logo, visual identity system, personality, and values. Packaging design applies and extends that brand identity to the specific format of a product container. They're related but distinct disciplines. Some brands come to us needing both — a new brand identity AND packaging to carry it. Others come with an established brand and need packaging that applies it more effectively. We offer both services, either together or independently.
Do you work with startup CPG brands or only established companies?
Both. We've worked with global giants (PepsiCo, Kimberly-Clark, Bimbo, Heineken) and with challenger brands and startups entering retail for the first time (Go Mate, Centurion Caviar, Rabieta craft beer). The process is the same — it's the scale that adapts. Startup brands benefit particularly from our brand architecture expertise: building the right system from the start avoids the expensive redesigns that come from getting it wrong on the first launch.
How do you handle multicultural or Hispanic market packaging?
This is a genuine strength of ours, not a specialty add-on. Our team has native fluency in both mainstream US consumer design and the cultural codes of the US Hispanic market — the 65 million consumers that most agencies approach superficially. We've designed for La Vaquita cheese (DFA), Wise Salsas (targeting mainstream and Hispanic shoppers simultaneously), Merenguitos (an iconic product with deep nostalgia for Caribbean Latino consumers), and multiple other brands that operate at this intersection. We understand the difference between Spanish-language translation and genuine cultural resonance.
Will you manage the printing and production process?
We prepare production-ready files to full print specification — including dieline management, pre-press colour guidance, and technical support. We can also coordinate directly with your printer or manufacturer. For clients who need end-to-end management including press checks, we offer production oversight as an add-on service. For US retail submissions requiring specific retailer compliance (Walmart packaging spec, Target requirements, Costco club store formats), we manage those requirements as part of the production phase.
Where is Imaginity based?
Our primary US office is in Miami, Florida, which serves as our hub for US client relationships, strategy, and creative direction. Our extended team operates across Buenos Aires and Mexico City. Miami is intentional — it's the gateway between the US mainstream market and the Latin American market, and it's the most important test market in the country for multicultural and Hispanic-targeted consumer products.

Ready to Redesign Your Packaging?

Whether you're launching a new CPG product, refreshing a legacy brand, or expanding into the US market, we'd like to hear about your project. The first step is a brief 30-minute discovery call — no pitch deck, just a conversation about your brand, your category, and your goals. We'll tell you honestly whether we're the right fit.

Schedule a Discovery Call
Download Our Packaging Brief Template

Other Relevant US Market Insights

Dive into expert insights on how branding, packaging design, and marketing strategy shape consumer perception and brand performance in the U.S. From building shelf presence to adapting for digital platforms, and from connecting with multicultural audiences to revitalizing legacy brands, these case studies and articles reveal how thoughtful design drives measurable results. Whether you're a global brand entering the U.S. or a local player looking to grow, these perspectives highlight what it takes to succeed in today’s fast-evolving and competitive retail landscape.