Creative re-packaging is one option. Even if you're not quite up to Bento Lunch Box status, you can try sandwich sushi rolls like our Peanut Butter and Fruit "Sushi." Using cookie cutters to make mini-sandwiches in fun shapes is another classic standby.
You can also try the imitation-Lunchables route by packing rounds of bread (or crackers) with various pre-cut sandwich fillings and letting your kids mix-and-match their own lunches. In this same vein, try packing small amounts of a variety of foods. (We've been deploying this strategy in our own adult lunches, too!)
What strategies do you have for making homemade lunches interesting for your kids? Any new hit recipes to share?
Related: Tip: How to Remember Your Lunch