Inspiration for content can come in all sorts of shapes and sizes. For Richard Lomax, it came in the form of a Hummus Truck. His latest blog explores Chaos Packaging—the risks, the rewards, and how market research can help brands get it right.
Chaos packaging refers to intentionally disruptive design choices—bold colours, playful formats, and unconventional layouts—all designed to grab attention in crowded markets.
But I’m very sorry to disappoint you, the hummus truck isn’t real!
I came across this great joke from Obvious Plant over Christmas; they often parody supermarket products. But it got me thinking about the growing trend of chaos packaging.
Standing out in busy shopping environments is harder than ever. To cut through the noise, some brands are using visual chaos to disrupt consumer habits and make their packaging more shareable. Pott’s stock in beer-style cans cleverly borrows a craft beer aesthetic, making cooking ingredients feel modern and fun. No Normal Coffee’s tube packaging shakes up the traditional coffee jar format, adding a playful twist.
However, chaos packaging carries risks. Poor execution can confuse consumers or clash with brand values, making a product feel out of place. If the design overwhelms key details like ingredients, product type, or usage instructions, shoppers may lose interest before they even pick it up. Beyond aesthetics, the packaging should also serve a real consumer need—standing out only works if it encourages purchase rather than just catching the eye.
Liquid Death’s struggles in the UK offer a valuable lesson. While the brand’s rebellious, punk-inspired packaging generated attention, critics argue it relied too much on design and hype without building a strong foundation for long-term success. A bold look might spark curiosity, but genuine brand affinity and repeat purchases come from more than just eye-catching visuals.
Our advice if you are considering Chaos Packaging
Striking the right balance between disruption and clarity is key. Chaos packaging can be playful and unexpected, but it shouldn’t come at the expense of functionality or relevance. If it doesn’t align with the brand’s identity or makes it harder for consumers to make a purchase decision, it risks being more of a barrier than a benefit.
“Chaos packaging is at its best when it balances creativity with strategy”.
Context also plays a huge role in how chaos packaging is perceived. Some of the most successful executions tap into wider cultural or category trends, turning packaging into a talking point that resonates beyond the store shelf. Designs that encourage social sharing can extend reach and boost engagement, but brands need to understand how consumers interact with their products in real life—not just how they look in a carefully curated Instagram post. Observing shopper behaviour in stores, at home, and online can offer critical insights into whether packaging is truly working as intended.
Chaos packaging is at its best when it balances creativity with strategy. When done well, it grabs attention while still making sense for the brand and the category. If it becomes a gimmick or causes confusion, it can backfire. The real challenge isn’t just standing out—it’s doing so in a way that drives real engagement, sales, and loyalty.
If you’d like to learn more about chaos packaging, or if you would like to hear how Mustard can help you understand if it’s right for your brand, get in touch!