ENCINITAS, CALIFORNIA – 02/01/2026 – (SeaPRwire) – A new group of consumer-packaged-goods (CPG) brands has demonstrated that packaging design, when guided by data rather than instinct alone, can become a measurable driver of commercial growth. Designalytics has announced the winners of its sixth-annual Effectiveness Awards, recognizing seven brands whose package redesigns delivered significant sales gains in market.
Distinct from traditional design competitions, the Designalytics Effectiveness Awards are grounded entirely in performance metrics. Winners are selected based on third-party sales results and rigorous quantitative consumer research, evaluating how redesigned packaging performs with shoppers in real retail environments. For the 2025 awards cycle, Designalytics assessed hundreds of U.S. package redesigns introduced between July 2022 and September 2024.
According to Designalytics, the results underscore both the potential and the risk of redesign. While strong creative strategy can fuel growth, the majority of redesigns fail to deliver. Company data shows that approximately 62% of packaging changes either negatively impact sales or produce no meaningful lift, highlighting a significant missed opportunity for brands that do not take a consumer-driven approach.
The brands recognized this year share several common practices. These include respecting core brand equities while modernizing execution, using consumer testing as a learning tool rather than a final validation step, and clearly communicating how products are used and why they matter. Many winners also shifted focus away from certifications and visual “badges” in favor of highlighting tangible benefits and functional differentiation to improve shelf clarity and shoppability.
The 2025 Designalytics Effectiveness Awards winners are:
- BUILT (Grand Prize)
Manufacturer: BUILT
Agency: Interact Brands
By drawing inspiration from the candy-bar aisle, BUILT reimagined the packaging for its protein-based “puff,” achieving reported growth of 200%. - Nuun
Manufacturer: Nestlé Health Science
Agency: Internal
In a highly competitive category, Nuun refined its packaging to improve communication and ease of navigation at shelf, driving 7.9% growth. - Top Fox
Manufacturer: Top Fox
Agency: Interact Brands
The brand emphasized flavor cues, bold color, and a seeds-as-a-snack positioning, resulting in 54% growth. - Neutrogena Ultra Sheer
Manufacturer: Kenvue
Agency: Internal
Strategic updates to messaging and closer alignment with the broader portfolio increased consumer preference and delivered 7.5% growth. - Laoban
Manufacturer: Laoban
Agency: Sabik Design
The brand elevated its distinctive packaging by adding compelling taste imagery, contributing to reported growth of 296%. - Oikos Triple Zero
Manufacturer: Danone
Agency: Internal
Clearer communication hierarchy and simplified messaging helped this established brand generate 18% growth. - Solely
Manufacturer: Solely International
Agency: Fortnight Collective & Bex Brands
By leaning into bold color and a straightforward “nothing but the fruit” message, Solely achieved 61% growth.
Designalytics has opened the call for entries for the 2026 Effectiveness Awards. Brands and agencies interested in participating can find eligibility details and submission guidelines through Designalytics’ official channels.
Reported growth figures are based on third-party sales data, comparing post-redesign performance with the same period in the prior year.