In modern society that we live in, we are surrounded by a multitude of products whose only objective is to find their way to a consumer. The packaging design has a crucial impact on the appearance of packaging. Design as a creative process, should offer a clear and functional solutions for all phases of packaging. The product should be a sign of recognition and making a difference from similar competitive products on the market. The packaging and the graphical presentation of a product are significant factors in a process of manufacturer-to-consumer communication. The packaging has to be attractive, easy to handle, of appropriate size etc. The design of packaging represents a vital part of marketing strategy and it contributes to the successful placement of a product on the market. Behind every successful brand is a quality product. A product that has a competitive advantage over other similar products, a product designed to arouse customer's needs and expectations. There are six stages to the product life cycle: product creation ideas, product development, market introduction, product growth, maturity and saturation and decline stage. After the sixth stage product require a redesign of the packaging so that it remains interesting to the consumers. In this graduate paper for a research subject was elected an established Croatian brand of instant vitamin drinks – Cedevita. Both focus groups and survey research strategies were used to get answers to questions such as: how packaging design influences consumer perceptions and purchasing decisions or what is the importance of packaging in marketing?