CPG / Packaged Food
CPG and Packaged Food is where most of the classic food-photography tricks actually live, because the real product rarely survives long enough under hot lights for the shot. On Visie, that craft spans campaign and product photography for marques like Heinz, Oreo, Doritos, and Snickers, built and rebuilt by hand between nearly every frame.
This week's top CPG / Packaged Food projects
This week's top CPG / Packaged Food projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project fatty15’s AFEX packaging, Design Dept® looked to fine fragrance · Brand Identity
Design Dept® developed the brand identity and packaging for fatty15’s AFEX supplement line, drawing aesthetic cues from the fine fragrance industry. The design language utilizes minimalist typography, neutral palettes, and refined structural elements to elevate the presentation of the C15:0 dietary supplement. Technical illustrations and studio photography highlight the geometry of the product’s dark wooden caps and glass vessels. The project features clean layouts and vector-based graphics to emphasize a polished, minimalist visual identity, supported by editorial imagery that situates the brand within a lifestyle context. Design Dept® handled the brand design, with packaging production by Emma Lusher, illustrations by Brian Rea, and photography by Spencer Wells and Caroline DeSmet.
M&M's · Scene of The Crime
M&M's presents "Scene of The Crime," a commercial campaign for the packaged food brand that plays with genre conventions through a cinematic lens. Directed by Rami Hachache, the spot leans into a moody, live-action aesthetic, contrasting deep blue night tones with sharp, warm emergency lighting to build a dramatic atmosphere. Produced by Omnicom Production with creative support from BBDO Chicago, the narrative follows a forensic investigation before pivoting to the brand's signature character-driven humor. The project utilizes high-contrast lighting to balance its procedural-inspired visual style with the established visual identity of the characters.
Project Greenyard Fresh Italy · Brand Identity
Greenyard Fresh Italy partnered with AUGE Design and 3D artist Sara Bigagli to develop a comprehensive brand identity for their Eden Gold pear range. The project blends functional CPG design with classical aesthetics, utilizing a mix of 3D render/CGI and painterly illustrations to elevate the brand's presence in the food and beverage sector. Across the visual suite, the identity leans into a nostalgic and tactile narrative, featuring motifs of woodland scenes, human hands, and orchard life finished with a raw, earthy color palette. The execution balances structured packaging design with fine art textures, incorporating clean typography that stands out against grainy, cinematic backgrounds. The branding extends across various media, from physical packaging and die-cut templates to outdoor advertising, maintaining a consistent focus on a high-end, artisan-led market approach.
Project Manta · Brand Identity
The brand identity for Manta spans a complete ecosystem of CPG packaging and digital touchpoints within the food and beverage sector. The design relies on minimalist principles, utilizing a palette of earth tones such as terracotta, sage green, and warm beige to ground the product presentation. Across the packaging, Studio Tyrrell implemented precise typography and tactile finishes, including emboss and deboss techniques that invite interaction with the physical product. The project incorporates professional 3D rendering by Elliott Barker to visualize packaging structures and organic textures. This CGI work is complemented by the studio photography of Jason Lewer, which captures the matte and metallic surfaces of the brand’s assets in soft, even light. Further visual depth is provided through UI illustrations from Lily Kong, which delineate the brand's connection to its raw ingredients and geographic origins. The final output is rounded out by web development from Rob Dove and high-quality print production by Generation Press, resulting in a cohesive, clean design language.
Doritos · The Barbershop
Doritos leans into its snack-centric brand identity for this comedic commercial spot, The Barbershop. The narrative unfolds within a vibrant, retro-styled environment where a routine haircut takes an unexpected turn after the barber shares a bag of Nacho Cheese Doritos. The film utilizes a classic live-action technique to capture the awkward interaction, emphasizing the messier side of snacking. With production led by Patrick Koitzsch, the spot relies on timing and physical comedy to lean into the brand’s humorous tone.
Hershey's · Pinky Up (feat. KATSEYE)
Hershey’s latest collaboration, Pinky Up, serves as a masterclass in modernizing CPG brand storytelling by blending high-energy pop culture with everyday consumer experiences. Featuring members of the global breakout group KATSEYE, this commercial project leans into a vibrant, urban aesthetic that feels both accessible and aspirational. The creative execution, managed by MiltonOne, transforms a mundane subway commute into a rhythmic, cinematic spectacle where the product sits at the very heart of the motion. By utilizing a live-action technique interspersed with artful slow motion, the film captures a sense of spontaneous joy that resonates with a younger, rhythm-focused audience. The cinematography prioritizes a crisp, polished look that elevates the fashion-forward styling of the talent, ensuring the vibrant yellow and deep brown color palette pops against the industrial backdrop of the train car. Rather than relying on static product shots, the campaign uses fluid, fast-paced choreography to embed the chocolate bar into the lifestyle of the protagonist, creating a seamless connection between indulgence and movement. It is a sharp, confident departure from traditional food and beverage advertising that succeeds by focusing on personality-driven engagement and sleek, contemporary visual polish, proving that even iconic packaged food brands can find a fresh, rhythmic pulse in the bustling landscape of modern city life.
Dr. Squatch · SPEEDRUN: Million Dollar Mission - Hero Trailer
In a departure from traditional grooming marketing, Dr. Squatch leans into the frenetic energy of internet culture with their latest campaign, SPEEDRUN: Million Dollar Mission. Featuring the polarizing and high-octane personality IShowSpeed, this hero trailer transforms the brand into the center of a heist-inspired narrative. Set against the stark, industrial backdrop of a mock bank vault, the visuals utilize a blend of Live-action Technique and polished Motion Graphics to mirror the pacing of modern digital content. By positioning stacks of soap alongside mounds of cash, the project cleverly bridges the gap between premium grooming products and the high-stakes world of creator-led spectacle. The cinematography relies on dynamic, rapid-fire camera work—including intentional zoom effects and quick cuts—to maintain a relentless momentum that resonates with a younger, web-native audience. With production oversight from Jirka Cerny, the creative team captures a distinct Lifestyle aesthetic that feels less like a traditional commercial and more like a high-production social media stunt. This CPG campaign successfully leverages the influence of its talent to turn a standard promotional beat into an Action-oriented event, effectively proving that personality-driven content remains the gold standard for cutting through the digital noise. By utilizing strategic Slow motion sequences to emphasize product placement, the trailer achieves a sophisticated balance between chaotic entertainment and disciplined brand messaging.
bibigo · Korea Everywhere
The Korea Everywhere campaign for Bibigo masterfully bridges the gap between traditional culinary heritage and the hyper-modern aesthetics of global youth culture. By enlisting actor Randall Park to anchor the narrative, the commercial functions as a high-octane exploration of identity, effortlessly transitioning from the bustling, neon-soaked authenticity of a Seoul night market to the polished intensity of a K-pop performance stage. The production, spearheaded by the agencies Rethink New York and Cinélande, relies on a dynamic live-action technique that gives way to sophisticated CGI-infused urban fantasy sequences. This stylistic pivot underscores the brand's expansive reach, framing the CPG product as a ubiquitous cultural connector. The visual language is defined by rapid-fire editing and stylized lighting, which maintain a frenetic, engaging pace while ensuring the Bibigo identity remains central to the visual storytelling. Behind the scenes, the integration of complex VFX and motion graphics—honed by Post 430 and Morgan Rojas—creates a seamless, high-production aesthetic that feels both cinematic and rooted in modern lifestyle trends. Ultimately, this commercial campaign elevates the food and beverage category by treating it with the same kinetic energy and artistic ambition typically reserved for entertainment, effectively positioning Bibigo not just as a pantry staple, but as a vibrant, essential element of a contemporary global lifestyle.
Hellmann's · America's sandwich
Hellmann’s latest creative endeavor, America’s Sandwich, serves as a masterclass in blending traditional food advertising with the avant-garde potential of modern technology. By positioning the iconic mayonnaise bottle as the essential soul of the classic cheesesteak, the campaign cleverly taps into our shared culinary nostalgia while pushing the visual boundaries of the CPG category. The project is a vibrant collision of mediums, utilizing a sophisticated mix of live-action technique, surreal motion graphics, and AI image generation to craft a narrative that feels both familiar and refreshingly otherworldly. From giant, impossibly scaled sandwiches set against sweeping mountain vistas to the painterly transformation of a lunchtime staple, the work leans into a dreamlike aesthetic that captures the imagination. Developed through the collaborative efforts of VML, Edelman, WPP Unite, and Village Marketing, the commercial video benefits from high-level post-production work by Framestore and Company 3, which helps anchor the playful, cinematic visuals in a polish that feels premium yet accessible. By integrating these disparate digital techniques, the brand successfully updates its image, proving that even a heritage product can find a fresh, high-energy voice in the digital age. This work does not merely sell a condiment; it celebrates the absurdity and joy inherent in food culture, ensuring that the brand remains culturally relevant through a bold, visually experimental lens that stands out in a crowded marketplace.
Jinx · If You Love Someone, Let Them Know
In the latest campaign for Jinx titled If You Love Someone, Let Them Know, the premium pet food brand leans into the profound, unfiltered emotional bond between humans and their canine companions. Rather than focusing solely on the nutritional specifications of the product, the commercial centers on actor Chris Evans as he navigates daily life with his own rescue dog. The narrative highlights intimate, authentic moments of connection, from playful sessions in the grass to quiet, tender interludes during mealtime in a sun-drenched kitchen. By utilizing a cinematic live-action technique, the project successfully captures a sense of genuine joy, bolstered by the strategic use of slow motion to emphasize the physical warmth of their interaction. The visual language relies heavily on soft, natural light, which elevates the mundane activities of pet care into a polished lifestyle story that feels both aspirational and deeply relatable. Produced by Max Cooper with creative direction from the team at Erich & Kallman, the film bypasses standard CPG marketing tropes in favor of a narrative-driven approach. The result is a sincere, atmospheric look at the role high-quality nutrition plays in sustaining the companionship that defines the human-dog relationship, grounding the brand identity in emotional resonance rather than just functional utility.
Skull Island Prawns · Eat the Wild
In a bold departure from traditional food marketing, Skull Island Prawns unleashes its Eat the Wild campaign, a high-energy production that redefines the visual identity of the CPG industry. The centerpiece is a surreal, cinematic CGI commercial featuring a life-sized, guitar-shredding prawn, masterfully executed to lean into a maximalist aesthetic. The creature commands the frame, perched atop a moss-covered skull within a richly detailed underwater ecosystem of lush kelp forests and schools of reactive marine life. Through sophisticated 3D render techniques and meticulous VFX, the creative team brings a fantastical deep-sea world to life, utilizing dramatic lighting that pierces through the aquatic depths to accentuate the intricate, hyper-realistic textures of the prawn’s shell and expressive anatomy. This creative endeavor, guided by the vision of Lovisa Jaegrell across agency and production roles, thrives on its bizarre yet captivating premise, effectively blending the brand's identity with a high-octane rock-and-roll sensibility. The integration of sound design by FABLE amplifies the narrative arc, ensuring the surreal musical performance resonates with the viewer. By shunning the expected culinary tropes of food and beverage advertising, this project utilizes high-concept visual storytelling to command attention in a crowded market, proving that when food brands lean into bold, unconventional creative choices, they can establish a truly memorable and distinctive brand presence.
Snickers · You're Not You -- Generic
The enduring Snickers campaign titled You're Not You takes a sharp turn into the surreal in this latest iteration, which masterfully leans into the brand's signature dry wit to highlight the disruptive nature of hunger. In this live-action technique piece, the narrative follows a man transformed into a grotesque troll whose agitation at a local sports field reaches a fever pitch before he is offered the brand's iconic chocolate bar. The creative execution utilizes seamless VFX / visual effects to bridge the gap between the character's monstrous frustration and his eventual human composure, grounding the absurd concept in a gritty, cinematic lighting environment that adds weight to the humor. By focusing on the transformation sequence within a drab outdoor community sports setting, the work channels the familiar tropes of the long-running series while elevating the visual storytelling through a refined lens. With agency and creative vision spearheaded by Max Cooper and production handled by Haven't You Done Well, the project maintains the high-energy, humorous pacing essential to the CPG and food and beverage landscape. It serves as a textbook example of how to iterate on a globally recognized brand platform without losing the core comedic impact that audiences have come to expect, proving that even a troll can find common ground through a well-timed snack.
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