The full report—including insights into winning strategies and tactics—is available for download below.
Now in its fifth year, the Designalytics Effectiveness Awards (given in partnership with Dieline) 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 year, we’re once again proud to have such an impressive slate of winners. Ranging from a major private-label beauty brand and the “OG” flavored malt beverages to burgeoning challengers in the non-alcoholic beer and natural-foods spaces, these 10 awardees were selected from the hundreds of redesigns we evaluated that were launched in the United States between July 2021 to September 2023. 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 2024 Designalytics Effectiveness Award winners!
Grand prize winner
CVS Beauty
Agency: CBA USA
The private-label brand’s dramatic (and dazzling) redesign eliminated its Beauty 360 branding altogether and increased sales by 20%.
Winners
Partake Brewing
Agency: Designsake
The non-alcoholic brew’s new look, emphasizing bold color and clear communication, sparked a 30% increase in sales.
Organic Valley
Agency: Moxie Sozo
This premium dairy-aisle brand’s updated design leaned on pastoral illustrations (and consumer feedback) to garner a 10% increase in sales.
Purely Elizabeth
Agency: Ptarmak
By focusing on flavor and highlighting its beloved founder, this natural-foods brand’s new packaging helped it boost sales by 28%.
Pure Protein
Agency: Beardwood&Co.
This protein-bar pioneer’s fit-and-fabulous new look took it beyond the gym and increased sales by 18%.
Dove Men+Care
Agency: forceMAJEURE
Taking an already category-leading design to new heights by leaning into sensory cues and subtle tweaks, this two-time winner saw a 7% bump in sales.
Laird Superfood
Agency: Stone Strategy & Design
This brand—named for its wave-conquering founder—launched a revolutionary redesign that garnered a 6% boost in sales.
Mr. Clean
Agency: Chase Design Group
The famous cleaning brand prioritized scent visuals—and reduced the prominence of its iconic character—on its latest redesign and saw a double-digit sales increase.
Smirnoff Ice
Agency: Design Bridge & Partners
The new look from the “OG” of flavored malt beverages is fresh, flavor-forward, and brought home a cool 3.5% in sales gains.
Vermont Creamery
Agency: Pulp+Wire
This mission-driven dairy brand amplified color and communication on its recent redesign, resulting in a 29% sales increase.
