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How to develop a new packaging design

By: Anna Kernbaum

Pixellent Design, Chief Creative


Posted: May 10, 2017

Recently I’ve been invited to participate in student work review as a panelist for Chapman University’s Graphic Design program. The student’s project was to introduce a new wine brand to novice wine drinkers, young people who don’t know so much about wine, or people who want to switch to wine from other drinks. Their challenge was to create a package design that appeals to a younger demographic, while doesn’t alienate the sophisticated wine enthusiasts; design a wine label that not only is attractive, but also educates and informs about the wine & help introduce new wine drinkers to the customs of wine drinking.



So where do you start when you design packaging for a new consumer brand? I’m sure most of you would say, oh, well, you start by coming up with a name. Right? Yes, that’s true, but unless you are a naming genius, this will not be so easy. For the right name to happen you had to have gathered a lot of information, sat through some client briefings, participated in some brainstorming sessions, and then hopefully you found a suitable name that isn’t trademarked by someone else yet.


• They did market research.

• They did consum er surveys.

• Then they did their analysis on their main demographics’ needs.

• They brainstormed about ideas, names, colors, fonts, shapes and then the name popped up.

I’m also very sure most of them had probably a dozen names they thought would work, and settled on the one they did for a good reason.


Here are a couple of the five brands presented, with the students who created them. Check these out, and be the judge yourself. I myself can safely say: Kudos, kids, well done!

Catalyst wine label design and development by: Shayne Bock, Catherine Foster, Gretchen Grage, Stefanie Shoemaker and Molly Peach. Dieline by: Will Reynolds (attends University of Tennessee, Knoxville)

Tangent wine label design and development by: Audrey Chang, Annie Woodward, Kelsey Schott, Matt Sandoval, and Dillan Watts

Anna Kernbaum is the founder/owner and chief creative of Pixellent Design. You can contact Anna directly at, or by calling (310) 896-5071

About Pixellent

We are a package design and brand development company


We provide customized services in the
Los Angeles area. We focus on consumer goods packaging, sales and marketing material support, logo & identity design and website design to help you develop a fully supported brand.


We help our clients by dealing with the creative process, so they can focus their time and energy on building their business instead of trying to figure out how to deal with creative projects.

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