Packaging is a necessity of today that affects the price and attractiveness of the product, protects and preserves the product from external influences, facilitates transport, storage and sale. The packaging function combines a number of elements that are an integral component of the product, and it should have its packaging, the purpose of packaging, point out the advantages and disadvantages of packaging, select the target group that the product will attract with packaging and marketing mix with its instruments to help improve the final product sales. Packaging is a major factor in wrapping a product to preserve its essential ingredients, but in addition to its basic goals, another secondary goal emerges, and that is packaging design. On the example of Cedevita's product line, with this paper is presented packaging as a fundamental determinant in customers decisions to buy a particular product, and Cedevita as a brand of instant drinks and one of the long-lasting in the region and market leader in multivitamin products, effectively develops its packaging function and sends a message to target groups about the quality of their products and the richness of their nutritional value. Cedevita has invested maximum effort in the strategic marketing activities of the visual design and identity of its products on the market, so it is far ahead of the competition in its packaging.