Jeff Sugarman

Brand strategist helping you rise above the crowd.

$1k+: Earned

4x: Hired

5.00: Rating

58: Followers

Arlington, USA

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Arlington, USA

Cover image for Packaging Design That Stands Out on Shelf

"Your packaging might be invisible. Not bad. Not ugly. Just... forgettable." It's one of the more uncomfortable conversations to have with a client — when the work looks fine but strategically misses the mark. When it fits the category so well it disappears into it. The shelf is a crowded place. Every category has a look, and most brands follow it. That's exactly the problem. When I look at how well a package stands out, I focus on four things: color, shape, typography, and positioning. Not as design choices — as competitive advantages. The question isn't whether each element looks good. It's whether the combination is unmistakably theirs. If you're working on a packaging project and want a second opinion on where it lands competitively — reach out.

A logo design that got shifted to the reject bin, but I think it's a pretty cool monogram. It was fun working out the interplay between the two letters.

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