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Outstanding Package Design Does More Than Look Good

Your packaging is more than just how it looks on the shelf. What kind of experience is it designed to give when interacted with? How will it be made? How will it ship? Is it responsible from an environmental perspective? These are just a few of the questions we can explore together on the way to developing a packaging design that is the best that it can be.

Capabilities Used

A New Shopping Experience

Mellody Farm was to be built on land with a long history as a dairy farm, and was envisioned to be a truly immersive and unique shopping destination. Reclaimed wood, brick, and steel were utilized to create an industrial aesthetic that recalled the property’s previous use. From this, we created a brand that found its inspiration in farmland and lines created in these fields.


We have been involved with 1871 Dairy from concept to execution on a number of different projects, all of which showcase the quality and heritage of this high-end dairy company. Along with the logo, we created a brand system that was extended to packaging, web, social, and environmental components.

Keeping it simple

Rule29 created the logo and packaging designs for the variety of products offered. As a startup dairy, we utilized beautiful stock bottles and simple production techniques to keep the costs low while maintaining a high-end quality package. This lack of clutter also helped the products stand out in the dairy section.

What is a home and what is normal?

Rule29 collaborated with Wonderkind Studios and Life In Abundance to create two documentaries over three years in Nairobi, Kenya. These films, their packaging, and support materials were developed to bring the story as alive as possible for those who experienced it.

Stacking the deck

Teaming up with O’Neil Printing, Rule29 set out to create a deck of cards to capture our love for games, and to be a fun promotional and packaging piece. This project featured combining several unique paper materials and printing techniques using the HP Indigo digital printing press.

Designing the right flavor

Rule29 collaborates with several firms to prototype and develop ideas for client and customer test marketing. Here are just a few examples of ideas that look delicious.

Packaging with a lesson

Lifewater International came to us looking for a unique packaging to collect coins for their school water program. After several prototypes, and some band-aids, we developed a jerry can coin holder that was not only cool, but was also used in the lessons to help explain how water is transferred.

Lifesaving packaging

When the kids took the jerry can home, we also included some copy to help continue the messaging from school. Additionally, depending on the change used, when the bank was full it was typically close to $40, which means one person would be getting water for life!

Option A or...

We are used to getting the brand and packaging to the point where a decision has to be made. On these two packages…

Option B

…we got to the point where the design was working and the decision was going to come down to production costs and what gave it an edge on the shelf. Which would you pick?

trying to create a more equitable world

MoringaConnect works with local smallholder farmers in Ghana to ensure a consistent supply of high-quality moringa, and then processes the leaves into powder and the seeds into oil at a local processing facility. MoringaConnect’s True Moringa branded products are sold domestically and internationally via e-commerce and retail channels, and its wholesale moringa is purchased by top organic brands.

On the shelf or on your doorstep

We had the opportunity to extend the True Moringa brand onto several products including the product shipping box. The design focused on brand voice and one color printing that kept costs down and the impact elegant.

Before the cloud took over

Glo is an interactive Bible that brings the book to life through five main lenses: HD video, photographs, maps, reading plans, and 360-degree virtual tours, all with a unique, zoomable interface for fast, easy, visual navigation.

Capturing the spirits of the old west

Cowboy Country distillery is nestled near the Wind River mountain range just outside of Pinedale, Wyoming. They came to Rule29 to capture the spirit of where the old west still lives on. We started with the distillery brand and extended the look to their small batch handmade spirits.

Vodka, Gin, Cordial, Rum oh my!

Cowboy Country's spirits are made from crystal clear water from the snowcapped mountains and glaciers that make the Green River and many others. This water has given birth to the distillery. Our goal with the packaging was to keep it clean and simple, while tipping its hat to the rich history of Wyoming and the rugged people who call it home.

A special recipe

On a collaboration with Penrose Brewing we came up with a beer recipe that was crafted to be a hybrid style beer inspired by Mexican Lagers and German Gose’s. As part of this project, we also created the packaging that would represent the beer if it was to be made.