December 11, 2023

Special Report: 10 Brands That Prove the Insane Business Value of Design

Congratulations to the 2023 Designalytics Effectiveness Award Winners! Here are their stories.

In 2020, we launched the Designalytics Effectiveness Awards in partnership with Dieline to recognize package redesigns that have been instrumental in driving brand growth. Unlike traditional design competitions, the judging process for these awards is entirely data-driven—based on sales performance in the marketplace, as well as rigorous quantitative consumer testing of each design evaluated.

This is the fourth year Designalytics has presented these awards, and we’re once again proud to have such an impressive slate of winners. Ranging from freezer-aisle favorites to ascendent challengers in the dairy- and grain-free spaces, these 10 awardees were selected from the hundreds of redesigns we evaluated that were launched in the United States between July 2020 to September 2022. Though each brand and situation is different, they all illustrate just how impactful a strategic approach to design and first-rate creative talent can be.

Congratulations to the 2023 Designalytics Effectiveness Award winners!

Grand prize winner

Basil Hayden
Agency: Design Bridge and Partners

This classic Kentucky bourbon’s redesign shed its old-world feel while upgrading its iconic metal belt, garnering it a 15% increase in sales.


Agency: Stone Strategy & Design

The frozen-treat brand used bolder branding and punched-up photography to create an effective redesign that helped increase sales by 44%. 

Suave Kids
Agency: 1HQ

The popular personal-care brand utilized colorful 3D characters to boost the fun factor for kids, and saw sales grow by 11%.

Agency: Riser

The plant-based milk brand made smart, strategic changes to clarify its key benefits and saw an impressive 56% increase in sales, far outpacing the category growth rate of 8%. 

Agency: Moxie Sozo

This better-for-you snack brand reinvented its packaging to increase brand awareness and flaunt its fun side, growing sales by 57%.

Hot Pockets
Agency: Interact Brands

The popular microwaveable snack brand appealed to both teens and parents with its appetizing new design, boosting sales by 39%.

Agency: Riser

This challenger brand in the supplement space added a more recognizable logo and fun flavor cues, contributing to a remarkable 288% jump in sales. 

Jovial Foods
Agency: Truly Creative

This maker of authentic gluten-free and grain-free Italian foods modified its information hierarchy and increased appetite appeal, increasing sales by 27%.

Agency: Chase Design Group

The beloved ice cream brand created a fresh-yet-familiar new design that helped boost sales by 6% and prompted a share surge of 1.6 points. 

Funky Buddha
Agency: Moxie Sozo

This Florida-based craft brewer’s colorful and quirky redesign helped boost sales by 6.7% in a category that saw a decrease of 8.5%.

Download the full report below to read the winners' stories with exclusive commentary from the brand teams and their agencies.