You might be inclined to think that designing packaging for ready-to-drink (RTD) beverages is simple. All you need to do is pick a cool color scheme and attach your logo, right? However, in such a crowded market, you have to do a lot more than that to capture the attention of consumers. It’s also important to consider how the packaging will protect the product inside, as well as how to give your customer an experience that they’ll remember – and hopefully come back for. 

With so many drink options lining store shelves, your packaging needs to stand out and speak directly to your target audience. To that end, here’s what you need to keep in mind when designing ready to drink beverage packaging:

Know Your Audience First

Before you design anything, it’s important to understand exactly who it is you’re designing for. That starts with determining who your beverage is targeting. Is your intended audience health-conscious millennials? Busy professionals on the go, maybe? Perhaps it’s teenagers on the hunt for an energy boost? Each of these groups has different expectations when it comes to packaging. 

A wellness-focused consumer, for instance, might be drawn to packaging with clean design, earthy tones, and transparent materials that show them exactly what’s inside. Younger consumers, on the other hand, might look for bolder colors, fun typography, or a quirky name. Either way, knowing your audience will help you make the right choices in design, materials, and messaging.

Make it Functional and User-Friendly

Stunningly designed ready to drink packaging is meaningless if it isn’t functional. Ready to drink beverages are meant to be convenient, and your packaging should reflect as much. It should be easy to open, hold, carry, and even reseal if needed. 

It’s also important to consider where your drink will be consumed. Will people be tossing it into their gym bags? Taking it to the beach? Sipping it at their desks? All of this should influence your material choices and container shape.

Design with Shelf Impact in Mind

When it comes to ready to drink beverages, standing out on the shelf is half the battle. Therefore, your packaging design needs to pop without being overwhelming. That means using bold but intentional visuals, a strong brand logo, and clear labeling. You want your product to be recognizable at a glance, especially in a cooler full of competitors. 

Color plays a huge role here. Certain colors are associated with specific flavors or feelings. For example, blue often conveys freshness, green says that a product is healthy, while red is attention-grabbing. Make sure your color choices align with your brand and the emotions you want to evoke.

Be Clear and Honest

The last thing that people want to do is to guess what they’re drinking. Transparency on your label, literally and figuratively, can build trust. When you design packaging, make sure that it’s easy for consumers to find key information about your drink’s ingredients, flavor, calories, and any health claims. If your drink is organic, low sugar, or caffeine-free, say it up front. However, don’t exaggerate. Misleading claims can quickly backfire and hurt your brand’s overall reputation. 

It’s also important to think about how the layout of your text guides the eye. The details that matter most should be prioritized and made legible. Fancy fonts may look nice in design drafts, but if people can’t read them in-store, it’s a problem.

Common Mistakes to Avoid

Even a small mistake in design can send potential customers walking right past your product. Here are some of the most common mistakes that beverage brands make in their packaging, and how to steer clear of them:

Ignoring the Importance of First Impressions

When your drink is sitting on a crowded shelf, your packaging is your first (and sometimes only) chance to make a connection. One of the biggest mistakes is designing packaging that blends in rather than stands out. If your design looks too similar to competitors or feels uninspired, people might not even notice it. 

To that end, don’t be afraid to go bold while still staying true to your brand. The goal isn’t just to be different for the sake of it; it’s to be memorable. Your packaging should catch the eye within a few seconds. If it doesn’t, then it’s time to rethink your design choices.

Overloading the Label with Information

Packaging that tries to say everything at once is something that we’ve all seen at some point or another. It’s boxes that are crammed with text, logos, icons, and claims. You might think that it’s a good idea to highlight every benefit, but it usually only ends up looking cluttered and confusing. 

People don’t want to decode a puzzle while picking their drinks. They want quick, clear information. What is the drink? What flavor is it? Is it healthy, energizing, refreshing? Stick to the essentials on the front, and leave the extra details for the back or side. Clean design with a clear message almost always wins.

Using Fonts That Are Hard to Read

This one happens a lot more often than you'd think. Designers pick fancy, stylized fonts that look cool in a mockup but are nearly impossible to read in real life. If someone can’t read your product name or flavor at a glance, you’ve already lost their interest. 

Readable fonts matter, especially when your product is sitting in a refrigerated case behind foggy glass or under bright lighting. Make sure your typography is clear, legible, and well-sized on every part of the label. A great-looking font means nothing if no one can read what it says.

Oliver Inc. Is Your One-Stop Shop for All Your Beverage Packaging Needs

With more than 250 years of experience under our belt and multiple production facilities at our disposal, Oliver Inc. is uniquely positioned to be your solution for all of your printing and packaging needs for your ready-to-drink beverage products. We offer a wide range of services, including design, printing, finishing, fulfillment, warehousing, and anti-counterfeiting measures. Contact us today by clicking here.