Brands are telling consumers how they will feel if they buy their product—and are doing it front and center on their packages. Packaging designer Rick Barrack admits, “There’s something incredibly appealing about a brand trying to enhance my well-being.”

A recent trip down the supermarket aisle proves how brands are leveraging this strategy. Several can be seen using a strong end benefit to make the consumer believe they need to buy these products to feel better about life. Here are a couple examples via Rick Barrack, chief creative officer/partner, CBX.