Pack Pulse

In short Febreze and Dunkin' put three coffee-and-bakery scents on Walmart shelves on September 1, and the packaging does the talking. Each bottle takes on its flavor's color and a photo of the treat, so a home-care spray reads as Dunkin' before you catch the smell. Read it through the pack and the color is

In short Domino's put a personal Detroit-style pizza on the menu nationwide on Aug 31, cut into two squares so the whole pie reads as the domino tile in the logo. The brand pushed its blue and red brighter at the same time. Read through the pack and the structure is carrying the identity. A

In short Betty Crocker refreshed its baking-aisle packaging on Aug 25, giving the red spoon a bigger stage against brighter color and new cake photography. Then it made the redesign wearable, a set of cake-slice handbags built to match the new boxes. Read it through the pack and the choice is conservative in the smart

In short Fanta's Ghost Face Punch reached national retail on Aug 28. The pack carries the whole idea, a blacked-out can with the Scream mask staring out and a dark berry color cue where Fanta's orange usually goes. It ships as one piece of a collectible set. Read it through the pack and the move

In short SunnyD brought Halloween back on Aug 26 with SpookyD, a mystery-flavor drink sold only at Walmart. The wordmark and orange cap stay put. Around them the jug becomes a purple haunted-house scene, and the cream-colored liquid gives nothing away about the flavor. SunnyD built its recognition on a color you can read before

In short Mountain Dew and Trolli brought their team-up back on Aug 24 with Mango Pineapple Punch, sold in Regular and Zero. The label has to carry two loud identities at once and let the orange call the flavor before anyone reads a word. Two brands this recognizable usually fight for the same space, and

In short Sanrio's Kuromi and the pop group KATSEYE landed a Target-exclusive capsule on Aug 14, timed to the group's new EP. One purple, collectible look runs across the boba, ramen, candy and apparel, so the packs read as merch you keep. Start with what Target actually stocked. The same identity runs the length of

In short Angry Orchard brought back its Thriller Variety Pack on Aug 19 with the Scream franchise, and this year the box glows in the dark, hiding Ghost Face until the room goes black. The carton is built to work twice, once on a bright shelf and once at the party. Most packaging has one