Because I spend most of my day closely critiquing packaging, I’m fully aware that I grocery shop differently than the average consumer.

Instead of running through my grocery list to get in and out of the store as quickly and efficiently as possible, I prefer to slowly peruse the aisle and closely examine the packaging design details: typography systems, color palettes, illustrations, and clever barcodes. Sure, I need bread, milk, and eggs, but the gravitational pull toward creative packaging is my kryptonite.

Fortunately for me, my neighborhood grocery store has an “up-and-coming CPG” section, and I’ve started to notice an uptick in some of these brands getting creative beyond the confines of what we expect from packaging.