Journal.

Start-up brands trying to stand out in a crowded market are adopting unusual, subversive ways to house their products. Just don’t mistake your sunscreen for whipped cream…

Gravy in beer cans, perfume in cleaning product dispensers and tampons in ice cream tubs. These are all examples of so-called chaos packaging – where brands subvert typical packaging solutions by instead using structures, formats and design cues from another category. Is it clever marketing, or is it just confusing?

The trend is observed in a range of products, across a broad span of categories from food to fragrance to personal care, as seen in various articles from The Times, The Wall Street Journal, and other sources. The goal is to make the packaging stand out on the shelf. It plays to the age old joke, a kind of ‘bait and switch’ surprise of discovering a product that does not belong, with a novelty factor that commands consumer attention and promotes virality on social media. It’s an innovative marketing strategy being adopted by smaller, more digitally-savvy companies to appeal to a younger, tech-focused audience.

For the packaging designer, this is an opportunity to have some fun. With some creative lateral thinking, crafting a ‘double take’ design solution which incorporates a good dose of humour will differentiate dramatically from the norm. Products ‘break-out’, taking on a new persona and starting conversations, a vital part of building brand awareness in this age of social media. And it's not all shock value aesthetics. For the pragmatist, there are practical benefits to be had in this playful reimagining of pack usage. Squirty whipped suncream makes total sense from a usability standpoint, as do tampons in an ice-cream tub (durable coated cardboard, sturdy lid, wide opening). Benefits may also include improved sustainability as designers repurpose eco-friendlier materials and solutions from adjacent categories, such as gravy in recyclable aluminium cans, rather than single-use plastic tubs.

The key to success lies in intentionality. While chaos packaging breaks norms, it should nevertheless still align with brand identity and resonate with target audiences. Done well, it sparks joy, fosters connection, and leaves a lasting impression- proving that sometimes, chaos is exactly what consumers crave.