Chaos Packaging – 6 Examples

Have you ever heard of the term "chaos packaging"? In this blog post, we will dive deeper into the explanation of this relatively new term and explore why no normal coffee fits into this category.

A drink in a soap dispenser, olive oil in a squeezable bottle, toothpaste in tablet form, or coffee in a tube — chaos packaging refers to a packaging method where a product is packaged in a way that is typically associated with a completely different type of product category. 

To give you an idea of how such packaging can look like, we put together a collection of products that use that concept of "chaos packaging."

What these "chaos packaging" products have in common is their unexpected and unconventional packaging, that not only causes confusion, but also offers a new perspective on the suitability and usefulness of conventional packaging methods that we are normally used to. The term "chaos" in chaos packaging really does make sense in this context since these products disrupt unspoken rules that help us quickly identify items, creating a sense of playful disorder and surprise.

The term "chaos packaging" is actually relatively new. It supposedly originated from a post on X by a guy named Michael Miraflor, who works at a venture firm specializing in consumer packaged goods (CPG). 

It is said that the main reason behind such packaging choices would often be brands trying to stand out in today's increasingly saturated market in order to capture the attention of potential buyers. 

But was that the original intention behind no normal coffee as well?

The decision to package coffee in a tube came from the need of Alex and Philippe, the founders of no normal coffee, to find a packaging method suitable for the outdoors. During a hike in the mountains of Verbier, Switzerland, they craved a flavorful coffee break at the summit to celebrate the breathtaking beauty of nature and their athletic achievement. However, typical instant alternatives lacked flavor, and the Moka pot was too bulky and cumbersome to carry in a backpack for the ascent. So, they needed a practical, lightweight, and flexible alternative — hence the coffee in a tube. (Read more about the story behind No Normal Coffee here.)

But what exactly is in the tube?

The no normal coffee paste is a highly concentrated coffee concentrate - a viscous paste that can be infused with hot or cold water and milk to make a flavoursome coffee in no time at all. Another special thing about it is that you can not only drink the coffee, you can also eat it! Many people now use the coffee paste as a spread, add it to bananas or combine it with chocolate. And the really brave ones? They simply enjoy the paste on its own - straight from the tube! Read more about what coffee concentrate is and why it isn't instant coffee in our blog article. We also developed our own outdoor-snack - feel free to try out the recipe yourself :)

The initial idea behind coffee in a tube therefore wasn’t primarily about standing out with an unconventional chaos packaging method for its product category; it was mainly driven by its functional benefits. The same goes for the name “no normal”— it doesn’t necessarily refer to the packaging (even though it does fit quite well) but rather to the people we’re targeting with our product and overall "no normal" brand. If you want to learn more about how the name came about, watch the following video on our Instagram channel.

As we developed no normal coffee and began selling it, people started associating us with the term “chaos packaging.” We realized we were breaking conventions, which generated buzz, controversy, and fascination around our product. The following two videos present our and other already known products that disrupt the industry by choosing unusual packaging methods. You can watch them by clicking on the images below.

Based on the reactions from our community – those who watched the video by @pullandpourcoffee (Instagram), as well as feedback from people at festivals, other events where we served our coffee in a tube, and our closest circle - we have created a final collection of the top products that are most frequently being associated with our coffee (with a personal estimation of the quantity breakdown):

Of course, we couldn't just leave it at that! So we thought: why not embrace the chaos packaging phenomenon and use the coffee paste in a completely unexpected way? That's how the idea for our ‘Anti-Tutorial’ was born - a format in which we use the coffee from the tube in exactly the way that spontaneously pops into your head. And what can we say? The stuff is really versatile! Whether as paint or shoe polish - who would have thought that coffee could do more than just wake you up? 😄

Choosing packaging methods typically associated with certain product categories makes sense because it offers consumers a shortcut when looking for a specific product in the supermarket. Toothpaste comes in a tube, olive oil in a glass bottle, and detergent in a container. This helps shoppers quickly identify products, saving time and effort.

Chaos packaging can complicate this process, requiring more time and energy to find the product. On the other hand, it encourages us to question traditional packaging methods that are deeply ingrained in our society, even though other packaging solutions might be just as good or even better suited.

In the case of no normal coffee, the tube packaging fits its purpose. The idea of packaging it that way is therefore purely out of functional reasons - it is flexible, easy to carry, and provides a convenient caffeine boost that takes up little space, requires minimal water, and delivers an energy kick anytime, anywhere. However, we’re also very fine with no normal coffee being associated with breaking conventions and disrupting the norm a little. 

https://thedieline.com/marx-designs-rebellious-packaging-revolution-for-departed-spirits/

https://bestawards.co.nz/graphic/packaging/marx-design/departed-spirits/

https://thedieline.com/moschino-fresh/

https://www.redpepper.land/blog/rp-reacts-chaos-packaging

https://audienceplus.com/discover/chaos-packaging

https://www.freckledesign.studio/blog/chaospackaging