July 2026

In short Chips Ahoy dropped a limited edition Mystery Cookie on July 30, and the wrapper does the opposite of what packaging usually does. A near-black pack, acid-green caution tape, and a glitch pattern hide the flavor instead of selling it, and a QR code turns the pack into the way in. Packaging almost always

In short Billie Eilish's fragrance line added a flanker on July 28, and the sculptural bust bottle did not change. The signal that this one is intense rides on a shift to a luminous radiant gold and a gold, iridescent carton. This is a flanker, so the job is to say more without redrawing the

In short Starbucks put a nostalgic Orange Cream flavor across five summer drinks and, on the same day, opened a limited drinkware collection with the fashion label Dandy Worldwide. One move is a color story, the other turns the cup into a collectible, and both landed July 28. The color has to carry the flavor

In short Recoup refreshed its whole sparkling hydration line this week, and the biggest change is structural. The brand dropped the plastic shrink sleeve and printed the artwork directly onto the aluminum, a move it says will remove about one million plastic labels this year, while a brighter color system carries a new Sparkling Hydration

In short BERO flipped its Kingston Golden Pils can for Sony's Spider-Man: Brand New Day, so the wordmark and every line of type now read from the bottom up, matching a Spider-Man who hangs upside down from the lip. This is a limited theater and direct-to-consumer run where the can's orientation, not a new logo,

In short Halfday brought its better-for-you iced tea to roughly 1,100 Target stores in a new slim can, and added a Target-only Strawberry Half & Half to the lineup. The can is narrower, the shelf is bigger, and a four-flavor color system now has to do the sorting. The story here is format. Halfday moved

In short Coca-Cola introduced one global visual identity built to read the same in more than 200 markets. It leans harder on the assets the brand already owns, the red and white, the Dynamic Ribbon, the Arden Square, and the Spencerian script, which puts the weight on holding those exact colors and marks across every

In short GROUNDED cut its dairy-free M*lkshake from 16 ounces to an 8.5 ounce carton and put it in every Sprouts store in the country. Same recipe, half the size, and a new competitive set: the candy bar, not the protein aisle. Nothing about the recipe changed. The package did all the moving. At 16

In short GT's built the kombucha category in clear glass, where the drink's own color did half the flavor signaling. The brand's first canned line moves to opaque aluminum, so four printed colorways now carry that job alone, in a cold set full of soda. Clear glass has been part of the kombucha pitch for