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.
Where Global Creative Experience Meets US Market Intelligence
Operating from Miami with a global team spanning 30 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 30 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.
What We Do
Packaging is where strategy meets the shelf. We bring the full picture together — from the architecture behind your portfolio to the design on every pack — so your brand shows up clearly, consistently, and ready to sell. Every discipline below feeds the same goal: turning your packaging into your strongest sales tool.
Packaging Design
The heart of what we do: structural and graphic design that earns the second glance and the pick-up. We design packs that hold their own in a crowded aisle, where dozens of products compete for a shopper's split-second attention, and that translate cleanly to the e-commerce thumbnail. It's packaging built for the omnichannel reality of US retail — as sharp on screen as it is on the shelf.
Branding & Visual Identity
Great packaging starts with a clear brand. Our branding and visual identity work defines the logo, color, typography, and voice that make a product instantly recognizable — the foundation every pack is built on. Get this right and every touchpoint, from the shelf to the ad to the social feed, reinforces the same confident, unmistakable brand.
Brand Architecture
When a brand grows into a portfolio, structure decides whether it scales or sprawls. Our approach to brand architecture handles the naming, tiering, and hierarchy that keep a multi-product range coherent across the shelf. The result is a portfolio shoppers can navigate at a glance — and one your team can extend into new products without losing the thread.
In-Store & Retail Marketing
The shelf is the last and most important media channel. We extend your packaging into in-store and retail marketing — displays, activations, and point-of-sale that turn shelf presence into sales. By carrying the same design language from pack to display to promotion, we make sure the brand a shopper sees at the shelf is the one they already recognize.
Product Design
Beyond the label, we shape the product and structural design itself — bottles, containers, and formats that are as functional as they are distinctive. A well-designed structure does double duty: it protects and presents the product while becoming a recognizable asset of the brand in its own right.
Packvertising
We treat packaging as a marketing medium — not just a container, but your most consistent salesperson. Every pack works the shelf around the clock, so we design each one to do more than hold a product: it catches the eye, tells the brand story in a glance, and turns a moment of attention into a purchase.
Ready to make your packaging your strongest sales tool? Let's talk about your brand.
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.
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.
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.
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.
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.
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 30 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
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 30 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.
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.
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.
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.
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
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.
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.
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.
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.
CATEGORIES WE SERVE
Imaginity develops branding and packaging design solutions across a broad range of consumer product industries, helping brands compete effectively in highly visible and competitive retail environments. Our experience spans key categories including:
Food and Beverage
- Food products
- Snacks and confectionery
- Bread and bakery products
- Cookies and crackers
- Chocolates and sweets
- Dairy products (including cheese)
- Frozen foods
- Pet food and pet care products
Personal Care and Health
- Personal care and hygiene products
- Cosmetics and beauty care
- Body care and skin treatments
- Hair care and treatments
- Feminine care
- Baby care (including diapers)
- Health and wellness products
- OTC healthcare and pharmaceutical products
Retail, Services, and Other Industries
- Household and home care products
- Retail and private label brands
- E-commerce and direct-to-consumer brands
- Real estate and architecture
- Industrial products and B2B services
- Brand communications and corporate identity systems
- And many others
Each category requires specialized expertise in packaging design, regulatory considerations, product communication, and shopper behavior. By understanding the unique dynamics of each sector, we create packaging systems that clearly communicate product benefits, reinforce brand positioning, and stand out across physical retail shelves and digital commerce platforms.
Our work combines strategic branding with deep category knowledge to ensure that packaging design performs effectively across different retail formats, from supermarkets and convenience stores to e-commerce and omnichannel environments. Whether developing packaging for a new product launch, redesigning an established brand, or expanding a portfolio through line extensions, we adapt our design approach to the visual codes, competitive landscape, and consumer expectations of each industry.
This category-driven methodology, combined with cross-industry experience, allows us to transfer insights and innovation from one sector to another, identifying emerging trends and new opportunities for differentiation. The result is packaging design that not only looks distinctive but also enhances brand recognition, builds consumer trust, and drives purchase decisions in competitive CPG markets.
Why US Brands Choose Imaginity
Why US Brands Choose Imaginity
30 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."
"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."
"The new packaging exceeded our expectations in both aesthetic quality and production readiness. Imaginity's process is thorough, collaborative, and genuinely strategic."
Award-Winning Packaging Design
Recognized for Creative Excellence
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.
Packaging Design Resources for US Brand Managers
From Our Design Process Library
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.
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.