We create excitement!
unpack’d is a packaging, branding, and strategy studio in Austin, TX. We create excitement!
REMEMBER THE EXCITEMENT OF WAITING TO OPEN A GIFT AS A KID?
Good gifts are about more than the gift itself - when you know the person you’re giving to and put thought into making it special, it builds anticipation, adds to their appreciation of what’s inside, and creates emotional connection. Packaging - like a gift - tells people how well you know them and how much you care - all without saying a word.
Unpacking great brands and products gets us more excited than kids on Christmas!
Focus
Recommended Providers
Portfolio
Charlotte's Web, Vital Farms, Heaven Hill Brands (Deep Eddy Vodka, Hpnotiq, etc.), Onnit Labs, Credo Foods, Waterloo Sparkling Water, Perfect Keto, Cuvée Coffee, Canteen Spirits, Good Culture, Rethink Water, Cuvee Coffee, Milestone Brands, (Dulce Vida Tequila, American Born, etc.), Wahaka Mezcal ....
Mushroom Revival
The folks at Mushroom Revival are absolutely obsessed with the healing power of mushrooms and were ready to spread their enthusiasm through the growth of the brand. Our mission at unpack’d was simple: help Mushroom Revival mushroom the culture around mushrooms. Knowing that most consumers are unaware of functional mushrooms or even fearful - given the stigma around “magic” mushrooms - the brand needed to be approachable for everyone. Premium printing techniques like foil stamping and soft touch finish communicate trust and quality, while large floods of color make the brand feel warm and human. Utilizing color combined with ink blots of the actual mushroom species allow the packaging to visually communicate the powerful function offered by each specific species. (And absolutely NO psychedelic cues!)
Charlotte's Web
Improve lives naturally. This mantra is lived each day by the seven Stanley brothers that developed a non-psychoactive hemp plant for their company Charlotte’s Web. Unpack’d captured the spirit of their mission visually, using references from Colorado. When arranged on a store shelf, a row of their products displays the Colorado Front Range, and spirit of Charlotte’s Web brand.
OUR ROLE:
Brand Strategy, Packaging Design
Vital Farms
Vital Farms had five carton styles that contained a very similar product. The cartons lacked a recognizable brand, which caused consumer confusion. Our approach gave a distinct artistic approach to each egg line while creating a synergy of brand identity to Vital Farms. Line extensions followed as product innovation came with the brand’s success.
OUR ROLE:
Brand Strategy, Packaging design (original chalkboard design by Dana Tanamachi)
Deep Eddy Vodka
Our design for Deep Eddy Vodka carried the brand’s story across its entire product line. To convey Deep Eddy’s quality and use of real ingredients, we chose vibrant colors and highly detailed textures. The result envisioned a classic era of history, making the package design make a declaration of quality on any shelf.
OUR ROLE
Brand Strategy, Logo design (with Toby Sudduth), Packaging design, Collateral
Credo Foods
When the Salamon family moved to a vegan diet, it changed their life for the better and inspired the creation of Credo Foods. Armed with determination to help others consume more plants, they came to unpack’d to help reach more consumers. While most people want to make healthier choices, few want to give up the food they love. Knowing that packaging visual signals whether something will taste good or not, we strategically rebranded Credo Foods around a single idea: Guiltless Gluttony. Personified cashews characters pool parties, vibrant colors, and drippy queso convey the idea that we can enjoy the flavors that make us drool and smile – the flavors we grew up with – while still making healthy eating choices.
Wahaka Mezcal
Wahaka is handmade by a 5th generation mezcalero in Oaxaca, MX. Alberto Morales and his family are indigenous Zapotecs and can trace their heritage to the beginnings of mezcal itself. Origin has always been a huge part of legitimacy in wine, whiskey, and other spirit categories, but with the boom of new brands, it’s more important than ever to distinguish a product as authentic. People are looking to taste culture – in a sense, they are looking to be transported to the place itself. The label utilizes traditional Oaxacan art to tell the story of mezcal, share the vibrancy of Oaxacan culture, and bring more color to a shelf space and back bar that has traditionally been earth-tones. Distiller tags detail the differences in craft process between each offering and call attention to the unique experience to be had with each variety of mezcal.
Oak & Eden Finished Whiskey
Sanctified Spirits patented technology allowed for whiskey to be finished in bottle instead of barrels alone. This made more experimentation possible in less time. At the core of their creativity was the idea that every human wants to create, and that desire is ingrained in us as beings who have the creative characteristics of the ultimate creator wired into our nature. The making and consuming of quality whiskey is a metaphor for something much larger – creativity, appreciation, and our human experience in making and enjoying what is made. The name became a nod to the story of the creation of all things. The upside-down hand connects to the creator’s hand over the waters or the whiskey – speaking both figuratively of spiritual beginning and literally of craft distillers. Variable data printing allows for as much variation in the information on the label, as is possible in the numerous whiskeys themselves.
Rethink Water
Rethink launched into the market with the aim to cut down plastic waste. There’s a mutual benefit between humans and nature – we should take care of our world, but we should also celebrate the way the outdoors refreshes us, invigorates us, and makes us feel alive. Kids want more fun – the kind of fun that cannot be had on an ipad screen – the kind of fun that comes from playing in the rain, slip n’ slides, or pulling off the perfect cannonball. The packaging became visual encouragement to go outside and play. The flavors were themed around different activities involving water, and ultimately connected the idea that playing outside is a better alternative to inside play - similar to the way water is a better alternative to sugar-loaded juice boxes. Just good clean fun!
LIVE Kombucha Soda
LIVE originated as result of the founder’s pursuit to heal his family’s soda habits. People want to live healthier lives. They want the freedom good health brings, but the vast majority are not prepared to complete uproot their entire pantry, life, taste-buds to do so. Small changes have big impact. You don’t have to give up soda – just choose a healthier one. The previous packaging was all about the kombucha with a small nod to the soda flavor. We flipped this. The label’s largest type calls attention to the soda flavor and utilizes a script font to evoke the classic soda brands of decades past. A bubbly pattern communicates both a retro, throwback vibe and the carbonation we love in our favorite soft drinks. Printing techniques allow the pattern to catch light providing an eye-catching effect at shelf.
Sun Milk Sunflower Seed Milk
Tired of buying the bull – people are becoming more and more conscious of the effects food has on our bodies, the planet, on animals, on the environment… and as a result of this “health awakening” they’re placing more weight on these issues. It was Sun Milk’s duty to say something. Sometimes the world needs folks with no filter and a loud voice and being the first sunflower seed milk to market necessitated that packaging be different and stand out. A graffiti style sunflower quickly identifies the product, sets the expectation that Sun Milk is more flavorful than other alt-milks (it actually tastes like sunflower seeds), and evokes the idea that rebellion - when done with conviction - is a beautiful thing. Variable data printing allows every bottle to express a unique witty and snarky comment.
YaYaYa
Yaupon is new to the market and has exciting attributes that set it apart. In addition to caffeine, it contains theobromine – the “feel good” stuff found in chocolate. There has been very little innovation in the tea space, and consumers are bored. The saturated tea shelves all blur together, and the consumer gets to choose between 100 shades of tan boxes - snore. While consumers are becoming more and more interested in functional beverages, the tea space is leaving them with nothing to get excited about. It’s no wonder the plant-based energy category was experiencing growth. We developed the name to share the excitement, bring an energetic vibe to the tea space, and tie into the mood-boosting benefits of theobromine. The name becomes the center-point of the design as repetition visually communicates the resounding hype across not just a single SKU, but the whole line up at shelf.
Reviews
the project
Brand Identity & Packaging Design for Restaurant
"I've been impressed with Unpack'd's combination of strategic thinking with a variety of design capabilities."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Tacodeli is a restaurant chain in Texas known for serving fresh, authentic tacos and award-winning salsas. We also have an emerging line of consumer packaged goods. I am the President of our CPG division.
For what projects/services did your company hire Unpack'd, and what were your goals?
We hired Unpack'd to create a new brand identity and packaging design for a line of tortillas launching later this year. Once we landed on the new packaging design for this line of products, we also asked them to re-design our existing Tortilla Chips and Salsas brand identity and packaging to align with the new look. Our goal was to create a new packaging design that better embodied our brand aesthetic and stand out on shelf to generate trial.
How did you select this vendor?
I was made aware of Unpack'd by a personal recommendation from a colleague at another CPG company in Austin who had a previous positive experience. I met with a handful of different packaging agencies and decided to move forward with Unpack'd because I thought they best understood our brand identity and would be able to translate that visually to the packaging system.
Describe the scope of their work in detail, including any steps and the final deliverables.
Scope of work was totally new packaging design for a line of tortillas, and then a re-design of 2 existing product lines to incorporate that new design. The project was phased in sequences, but because the quality of the work has been strong, we continue to add more projects to the scope. Final deliverables are mechanical art files ready to send to printer.
How many people from the vendor's team worked with you, and what were their positions?
I worked directly with Wes, the owner and CEO of Unpack'd. I cannot speak to how many internal designers he had working on our projects, but Wes was my primary point of contact throughout the project.
Can you share any outcomes from the project that demonstrate progress or success?
Our new packaging design hits shelves later this year so I cannot speak to in-market results, but the new designs have certainly helped us land new distribution wins with retailers as the buyer feedback has been extremely positive toward the new design.
Describe their project management style, including communication tools and timeliness.
Wes is always available and we met both formally (in a conference room) and informally (text or at a restaurant). Unpack'd lays out clear timeline expectations and always hit their deadlines. I appreciate that Wes was always available to hop on the phone and hash things out or help think strategically.
What did you find most impressive or unique about this company?
I've been impressed with Unpack'd's combination of strategic thinking with a variety of design capabilities. We ultimately landed on an illustrated style of design and the actual art itself is wildly impressive. Unrelated, working with Wes and his team always felt like a true partnership, not a transactional relationship.
Are there any areas for improvement or something they could have done differently?
Nothing comes to mind. I have very much enjoyed working with Unpack'd and have been impressed by the quality of the work and the engagement from the team.
the project
Branding & Packaging Design for Whiskey Brand
"They were exceptional artists and visionaries."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the CEO of a whiskey brand.
What challenge were you trying to address with Unpack'd?
We needed package design, brand conception, and marketing services.
What was the scope of their involvement?
Unpack’d helped us develop the brief, assets, and attributes to get the company off the ground. The product conception was already done, but the brand wasn’t. We worked on the brand story and packaging with them.
What is the team composition?
We worked with Wes (Founder & CEO), and he used some outside contractors.
How did you come to work with Unpack'd?
A vendor recommended them. I examined their work and was impressed with their experience.
What is the status of this engagement?
We worked together from June 2017–June 2021.
What evidence can you share that demonstrates the impact of the engagement?
We’ve experienced great success with the brand, and we attribute some of it to the great design and conception that Unpack’d provided. Overall, we give a lot of credit to them, particularly in the early stages of the project.
How did Unpack'd perform from a project management standpoint?
They performed excellently. We communicated regularly by phone and in person.
What did you find most impressive about them?
They were exceptional artists and visionaries.
Are there any areas they could improve?
I don’t know if they could improve.
Do you have any advice for potential customers?
Trust them; they know what they’re doing.
the project
Branding & Digital Strategy for Cannabis Products Brand
"I’ve been delighted with their work, and I wouldn’t change a thing about our engagement."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the CEO of a cannabis products brand based in Colorado.
What challenge were you trying to address with Unpack'd?
We were looking to update our brand and overall look to prepare our company for a broader market.
What was the scope of their involvement?
Unpack’d have been helping us to redesign our logo, color palette, labels, and packaging. They’ve also assisted us with our brand strategy by putting on paper our brand’s purpose and how we’re communicating that to our customers.
In addition to that, they advise us in finding the right materials for our products, including boxes and jars.
What is the team composition?
We primarily work with Wes (Founder) and Eric (Brand Strategist).
How did you come to work with Unpack'd?
We were referred to them by one of our advisors.
How much have you invested in them?
We’ve spent around $75,000 with them so far.
What is the status of this engagement?
We started working together in April 2021, and the engagement is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
Their work has been instrumental in helping us provide a preview of our company to potential business partners, current board members, and shareholders. Everyone has given us positive feedback about the design, tone, and direction our company has taken.
How did Unpack'd perform from a project management standpoint?
Project management has been great; they’ve been clear about the scope and every step of the process. Also, they consistently deliver within the expected timelines.
What did you find most impressive about them?
The combination of working with Wes and Eric has given us a solid product thanks to their expertise and background. The deliverables they’ve provided effectively communicate what we want.
Are there any areas they could improve?
I don’t think there’s anything they can improve on — I’ve been delighted with their work, and I wouldn’t change a thing about our engagement.
Do you have any advice for potential customers?
Let them do their work and have an open mind for feedback and suggestions — they might come up with something different from what you had imagined.
the project
Branding & Packaging for Mushroom Supplement Producer
"They’re great listeners and it’s clear they care about me, my brand, and our goals."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the founder and CEO of Mushroom Revival. We’re a dietary supplement company obsessed with the healing power of mushrooms, reviving people’s health with functional mushrooms.
What challenge were you trying to address with Unpack'd?
We hired Unpack’d to help differentiate us in the marketplace. We wanted to show our X factor to reach a greater audience with our product.
What was the scope of their involvement?
The project is two parts, starting with our brand strategy. We went over the higher-level aspects of the business and identified where we’re going. They interviewed eight people, including board members, employees, and external people, to get their views on our company and brand. Then, we moved into part two. They’ve helped redo our packaging and logo redesign for our products.
What is the team composition?
I work with two people directly but I know they have others working behind the scenes.
How did you come to work with Unpack'd?
They were recommended to me by a few different people and we had a lot of mutual contacts. We kept hearing their name in our circle, so we decided to reach out.
How much have you invested with them?
We’ve spent $27,000.
What is the status of this engagement?
We’ve been working together since February 2020 and we’re still in the process with them.
What evidence can you share that demonstrates the impact of the engagement?
I appreciate the quality that they bring — it’s unbelievable and the packaging is some of the best I’ve ever seen. They go above and beyond to make sure we’re happy. All of their work has been educated, strategic, and top-level.
How did Unpack'd perform from a project management standpoint?
Their team is unbelievably communicative. I’m able to get on a texting basis with the project lead. Any time or day that I need to be in contact with them, I can. They are super open to my feedback and any suggestions I have. They ensure they set up meetings and stay in contact with us.
What did you find most impressive about them?
They’re great listeners and it’s clear they care about me, my brand, and our goals. I’ve done brand refreshers in the past and designers had their own style and didn’t care about our mission. With Unpack’d, they take their time to care about our interests and are really thorough.
They are detail-oriented, flexible, and organized. As great individuals and humans, they’re just easy to work with. Working with designers as skilled as them is amazing.
Are there any areas they could improve?
There is a bit of a timing delay, but I say that with a grain of salt because of everything going on in the world with COVID-19. It’s totally understandable why we haven’t met the original deadlines.
Do you have any advice for potential customers?
Have a good balance between knowing what you want and trusting in them. Express yourself and what you want but know they are experts and know what they’re doing.
The client's product was released with its new packaging design, which attracted new retail distributors, thanks to Unpack'd. The team's availability during the engagement helped them understand and meet the project timeline. Above all, their creativity impressed the client.