We spend a lot of time in our #swipefiles channel sharing brands that catch our eye – and packaging is one of the fastest ways to make us stop scrolling. Good packaging tells you everything about a brand before you even try the product. It's the first handshake, the first impression, the thing that makes you pick something up off a shelf (or add to cart at 1am). Here are 8 brands whose packaging we keep coming back to.
1. Fatso Chocolate
Chunky, cheeky, unapologetically indulgent
Fatso's whole deal is that chocolate should be "less savoured and MORE devoured" – and their packaging matches that energy perfectly. The bold, playful wrappers feel like they belong in a design magazine, not a candy aisle. Each flavour (Nan's Stash, Morn'n Glory, Home Run) has its own personality, and the fact that they've landed in Liberty London and Harvey Nichols tells you the shelf presence is doing serious work.
2. Who Gives A Crap
Toilet paper you'd actually leave out
Making toilet paper look good is a design challenge most brands don't even attempt. WGAC went the other direction entirely – each roll is individually wrapped in bright, illustrated paper featuring hidden-object games and artist collaborations with the likes of Craig & Karl and Beci Orpin. At Christmas, the wrappers double as gift wrap. It's the kind of detail that turns a commodity product into something you genuinely look forward to reordering.
3. Cherry Golf Club
Golf, but make it cute
Cherry is NYC's first and largest girls' golf club, and their merch packaging made Amber literally say "I could cry." Their limited-edition golf ball box sets and tee collections feel more like fashion drops than sports gear. The whole brand sits at this perfect intersection of sport, community, and design – and the packaging reflects all three without trying too hard.
4. Fluff
The compact you leave out as decor
Fluff's refillable lip oil lives inside what they call the Cloud Compact – a Zamac metal case that's cool to the touch and heavy enough to feel like a grounding stone. The refill system uses magnets and stainless steel pans, so you never toss the beautiful part. Jaz literally keeps hers out as decor, which is maybe the highest compliment packaging can receive.
5. Whatever Foods
Allergen-free snacks with actual personality
Whatever makes high-protein, allergen-free snacks – a category that usually looks clinical and sad on shelf. Their packaging takes a completely different approach: fun, irreverent, and colourful in a way that makes you forget you're buying something "healthy." The website doesn't quite match the packaging energy, but the physical product design is a genuinely fun take on a crowded space.
6. Goodwipes
Display-worthy personal care
Goodwipes recently went through a full rebrand and the result is packaging you'd actually want visible in your bathroom. The color-washed wrappers, refined single-line logo, and tongue-in-cheek on-pack copy ("every booty") hit this sweet spot between playful and premium. They even collaborated with interior designer Sasha Bikoff on their launch activations. When a wipes brand makes you want to leave the pack out on your counter, the design team has done something right.
7. Unwell Beverages
Retro beverage aisle energy
Alex Cooper's beverage brand nails that nostalgic, magazine-ad aesthetic that somehow feels both vintage and completely current. The energy drink cans lean into bold, fruit-forward colours with a retro sensibility that one of our designers described as giving "80s or 90s infomercial" vibes – and she meant it as a compliment. In a category drowning in neon lightning bolts and aggressive typography, Unwell's packaging is a refreshing exhale.
8. Salty Face
Summer, bottled (and beautifully wrapped)
Salty Face makes sunless tanning products, and their packaging leans all the way into a sun-kissed, handwritten aesthetic that feels personal and warm. The handwriting on their product cards is what really got us – it gives the brand this intimate, letter-from-a-friend quality that you rarely see in skincare. They're goop-approved, 1% for the Planet certified, and the whole visual identity feels like golden hour in a bottle.
