Crowdsourcing Creativity: How Agencies Use Public Contests in Branding and Packaging Design

Crowdsourcing Creativity: How Agencies Use Public Contests | Packaging Design Agency

See how a packaging design agency uses public contests and crowdsourcing creativity to spark original branding and packaging solutions for modern retail brands.

In the fast-moving world of retail, brands are always looking for stronger ways to stand out and connect with their customers. Today, a packaging design agency not only thinks inside the box, but invites the whole world to sketch on it. The result? Public contests and crowdsourcing are shaping how branding and packaging design look, feel, and succeed—at scale, at speed, and often at a lower cost.

What Is crowdsourcing creativity in Packaging and Branding?

Crowdsourcing is the practice of gathering ideas, designs, or content from a large, often online, community rather than relying solely on traditional in-house teams. In branding and packaging, agencies turn to the crowd for original artwork, fresh concepts, and even product names. Companies set specific design briefs or host open contests, allowing participants from around the world to submit their work for consideration.

• Online platforms, such as packaging design agency sites, serve as hubs for submissions.
• Social media campaigns rally interest and drive engagement, sometimes supported by branded hashtags.

By doing so, brands can collect hundreds—or even thousands—of new ideas almost instantly.

Why Are Agencies Using Public Contests?

Modern consumers don’t just want to buy—they want to belong. Inviting the public to help design packaging creates stronger emotional ties. Here’s why agencies routinely run public design contests:

1. Access to Unfiltered Creativity

You don’t have to be a pro to have a breakthrough idea. Public contests widen the creative pool by letting students, artists, and customers join in. Star brands like Coca-Cola, Starbucks, and LEGO have all sourced real product design and packaging concepts directly from consumers through global competitions.

2. Fast and Cost-Effective Solutions

Crowdsourcing speeds up the concept-to-market process for packaging design. Instead of months of internal brainstorming, agencies can gather, test, and refine ideas in a matter of weeks—often with significant savings. Some companies report up to 60% reduction in costs when using crowdsourced contests versus hiring a traditional design firm.

3. Stronger Customer Engagement

A well-run contest can generate buzz and loyalty:

• Shoppers feel seen and valued.
• Voting on favorite designs encourages repeat interaction.
• Winners often become long-term brand fans or even brand ambassadors.

4. Built-in Market Testing

By opening up the design process, brands get instant feedback. Popular votes, comments, and social shares help agencies spot which designs truly catch the eye and match market trends before full-scale production.

How Does a Crowdsourced Packaging Design Contest Work?

A packaging design agency starts by preparing a clear creative brief: what the product is, who it’s for, the brand mood, technical requirements, and prize details. The contest is then promoted via the brand’s website, social channels, and crowdsourcing platforms.

Typically, the process looks like this:

Step-by-Step of a Public Design Contest

1. Announcement: The agency publicly posts a contest and outlines the brand’s goals.
2. Submission: Designers and fans send in their entries—sometimes in the thousands.
3. Shortlisting: A panel, or sometimes the public, selects a shortlist of the most promising designs.
4. Voting: The wider community often votes for their favorites.
5. Winner Selection: The top designs are evaluated for practicality and fit, then the winner is announced.
6. Production: The chosen design gets produced, hitting the shelves with a story behind it.

Case Study: Migros’ Packaging Contest
Swiss retailer Migros often invites its own customers to help decide on packaging designs. When it launched a new iced tea, thousands of people voted on Instagram and TikTok for their favorite label, and the winning artwork went into production within days. Not only was the design unique, but fans felt proud to see their voice reflected on store shelves.

Benefits of Crowdsourcing for Branding and Packaging

Crowdsourcing isn’t just popular; it delivers real business value:

• Diverse Ideas: Access to global talent ensures new, sometimes unexpected directions.
• Consumer Trends: Direct input from consumers helps keep designs aligned with what’s popular or up-and-coming.
• Cost and Speed: Lower costs and faster timelines keep brands nimble.
• Engagement: Participation transforms customers into a loyal community, not just transaction numbers.
• Sustainability: Eco-focused packaging ideas often emerge, such as those using biodegradable materials, because today’s community deeply values sustainability.

Fun Fact

LEGO’s product sets from fans—like the “Women of NASA”—began as crowdsourced ideas and bloomed into global success stories, thanks to public voting and agency support.

Examples of Crowdsourcing in Action

• Coca-Cola’s “Design Your Can” Campaign: Over one million entries, social media buzz, and boosted sales.
• Starbucks’ White Cup Contest: Thousands of art submissions turned into reusable cup designs and viral marketing moments.
• Migros Tastea Packaging: Instagram and TikTok polls determined packaging, reinforcing community trust and brand connection.

Public contests now appear in leading packaging design awards, with agencies and brands regularly using them to spot the next big trend.

Best Practices for Agencies Hosting Public Contests

To get the most out of crowdsourcing, agencies should:

• Create detailed, inspiring briefs.
• Use user-friendly digital platforms to handle entries.
• Offer prizes that matter—cash, recognition, or opportunities for further work.
• Be transparent in selection and always credit creators.

Above all, it’s about making the crowd feel like partners, not outsiders.

Thinking About a Crowdsourced Packaging Design Contest?

If you’re ready to try a public contest for your retail brand, a dedicated packaging design agency can help you set it up for real business results. Want to discuss how crowdsourcing could power your next product launch? Book a call with our team for a free discovery session.

Why Confetti Is Perfect for Your Retail Brand

Confetti is not just a packaging design agency. With a sharp focus on retail, we combine branding, AI photography, packaging design, and more. Trusted by both ambitious startups and household names, we deliver professional results—never amateur experiments.

We understand that as a marketing head or founder, reliability matters just as much as creativity. We help you stay ahead, connect with your customers, and bring real-world success to your product launches in India, the USA, and the UAE.

Ready to harness crowdsourced innovation for your next brand or packaging transformation? Book a call and experience the Confetti difference—where your customers don’t just buy your products, they help shape them.

Let’s move your brand closer to your community, faster and smarter—with creativity that truly connects.

FAQ: Crowdsourcing and Packaging Design

1. What is crowdsourcing in packaging design?
Crowdsourcing lets a company invite public designers or consumers to submit ideas for packaging, resulting in a pool of creative options.

2. How do brands benefit from design contests?

• Get diverse and innovative ideas
• Increase customer engagement and brand loyalty

3. How long does a typical contest last?
Most public packaging contests run from two weeks to a month, depending on complexity.

4. Can crowdsourcing lower design costs?
Yes, many agencies report cost savings of 40-60% compared to traditional routes.

5. Are there risks in public contests?
Design quality varies more, so clear briefs and proper judging are essential.