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From pumpkin-spice favorites to Halloween-themed treats, seasonal packaging allows brands to make familiar products feel playful, special, and potentially attract new consumers. Thanks to fun and festive design elements, these five fall-themed looks helped capture the spirit of the season and connect with consumers.
Nestlé Toll House Pumpkin Spice Cookie Dough
This new visual treatment brings the product’s fall flavor to life with images of pumpkin and cinnamon complemented by autumn leaves. Consumers also responded positively to the updated cookie image, noting that the texture was more evident. The larger “limited edition” banner added an exclusive feel, and the “no artificial colors or flavors” callout was broadly appreciated. One consumer shared that the new pack “better captures a cozy autumn feel.” Together, these updates convinced 71% of consumers to choose the new design.
Fruit Roll-Ups Screamin' Strawberry
Fruit Roll-Ups leaned into the Halloween fun with its seasonal packaging, winning over 66% of consumers. Many preferred the new look for its glow-in-the-dark pouches and playful jokes, while others liked the bright orange pumpkins with their playfully ghoulish expressions. Consumers also appreciated the added dye-related claim. Overall, the new design felt “more fun,” with one consumer saying they’d “want to give these out to trick-or-treaters.”
Starbucks Frappuccino Pumpkin Spice Latte
The updated design introduced the brand’s signature green, which consumers considered “essential to Starbucks products.” Darker, bolder colors improved readability, making it easier for consumers to identify the flavor and limited-edition status. Gold leaves added a cozy seasonal touch that was appreciated. Overall, 65% of consumers preferred the new design, with one summing it up best: “It feels more like Starbucks.”
Voodoo Ranger Halloween Pack
Voodoo Ranger embraced the spooky season with darker colors and an “iconic” Michael Myers mask. These Halloween-inspired updates led to 61% of consumers preferring the seasonal packaging over the standard design—with many specifically citing the mask as a reason for their choice. The darker color palette further reinforced the spooky look. As one consumer put it, the limited-edition packaging “fits perfectly for Halloween,” while another said it was “more in the spirit of the season.”
Mott's Halloween Fruit Snacks
60% of consumers preferred Mott’s seasonal design, with one saying it “conveys the fun and spirit of the Halloween season.” The packaging traded the usual fruit shapes for Halloween-themed gummies, while darker purple and black tones added a spookier feel. Consumers appreciated how these changes made the snacks more festive without losing their familiarity. One consumer explained they were “the same ones I usually get, just with fun seasonal shapes.” Others noted that the limited-edition snacks would be fun for kids.
These five redesigns show how seasonal packaging can increase consumer engagement and preference. Want to understand what works beyond these examples? Our syndicated research provides access to consumer data across thousands of CPG package designs, helping brands and agencies identify design strategies that resonate with consumers in their categories. Ask about our syndicated research subscriptions to see how consumer insights can inform your next redesign.
