Looking to make your product stand out in a crowded market? The key could be your brand packaging. More than just a container for your product, it’s a chance to tell your brand’s story, engage customers and leave a lasting impression.
In this article, we’ll explore how brands and packaging work together to turn simple packaging for brands into a standout marketing tool.
- Brand packaging is the way your product’s packaging visually communicates your brand’s essence and creates an emotional connection with customers.
- Packaging branding is crucial because it shapes how customers perceive your brand, builds trust and boosts overall product value.
- Core elements of packaging for brands include the choice of colors, fonts, logo positioning, materials, the unboxing experience, shape and the fit of the packaging.
- To design impactful brand packaging, you must first clarify your brand’s identity, set clear packaging goals, choose the right format and materials and maintain consistency across all channels.
What is brand packaging?
Brand packaging refers to the design and presentation of a product’s packaging to reflect a company’s identity, give your brand a voice and connect with customers. More than just a protective covering, it’s a visual tool that tells your brand’s story and leaves a lasting impression.
At its core, brand packaging blends function with identity. It’s how you use color, shape, texture and logos to express what your brand stands for. Packaging serves as the first interaction customers have with your product, so it sets the tone for their expectations and reinforces the values you want to communicate.
Brand packaging works hand-in-hand with branding and marketing. While branding defines your company’s image and marketing spreads the message, packaging brings it all to life, making your brand instantly recognizable and relatable to customers.
Examples of brand packaging
Not limited to a single look, brand packaging comes in various styles and formats, from sturdy boxes to sleek cans. Each type of packaging serves to reflect the essence of the company behind it.
Brand packaging design by UniqueHub via 99designs by Vista
Take, for example, this charming packaging for a candle startup. Inspired by the owner’s ginger tabby cat, Phil, it blends the warmth of the product with a personal touch. The bright blue box, with a bold orange silhouette of Phil, instantly grabs attention, while the playful message, “Hello human! Find some warmth from me (Phil) to your home!” is written in a hand-scribbled font that reinforces the brand’s cozy, handcrafted feel.
This brand packaging perfectly captures the essence of comfort and warmth, reflecting the company’s mission to create a welcoming, family-friendly experience.
Brand packaging design by CUPEDIUM via 99designs by Vista
On the other hand, the ethereal imagery and gold embossing on this packaging highlight the brand’s mystical vibe. The sturdy box does more than protect the contents—it enhances the experience, adding a sense of premium quality and depth. The design suggests a connection to something beyond the ordinary, giving the brand a confident, trustworthy presence.
Brand packaging design by waelsadek via 99designs by Vista
Lastly, in contrast to the previous examples, the sleek, minimalist design of Esenzzia’s Oriental 027 perfume packaging is the epitome of quiet luxury. The clean lines and modern look give it a high-end, exclusive feel. It doesn’t demand attention; instead, the brand design and packaging convey sophistication and understated elegance, perfectly capturing the essence of modern luxury.
These examples show how brand packaging goes beyond simply holding a product. Each one creates a unique experience, tells a story, and gives the brand a distinct voice.
Why is packaging branding important?
Packaging for brands plays a crucial role in influencing buying decisions and shaping customer perceptions.
When faced with a shelf full of options, well-branded packaging grabs attention, builds trust and boosts perceived value. And that’s backed by hard stats. According to a survey by WestRock, 81% of U.S.-based consumers have bought a new product because the packaging caught their eye. Furthermore, according to Johns Byrne, 63% have repurchased a product specifically because they loved its packaging design. Seventy-two percent agree that packaging design directly impacts their purchase decisions, while 67% say packaging materials influence their choices.
This highlights just how powerful thoughtful packaging can be in turning a product from ordinary to irresistible.
And if those stats alone aren’t convincing enough, here are some specific benefits of investing in brand packaging:
- Brand recognition: Consistent use of your logo, colors and design elements makes your brand instantly recognizable, cementing it in consumers’ minds.
- Brand storytelling: Packaging communicates your brand’s mission, values and tone through design and materials, forging an emotional connection with your audience.
- Product differentiation: Unique packaging helps your brand stand out in a crowded market. Eye-catching designs give your product an edge and position it as special, increasing its chances of being selected.
- Customer experience and retention: Branded packaging elevates the unboxing experience, creating lasting positive associations. This, in turn, fosters customer loyalty and drives repeat purchases.
- Social sharing: Eye-catching packaging encourages customers to share their experience on social media, driving organic exposure and expanding your brand’s reach.
- Signal of professionalism: High-quality packaging reflects attention to detail and reliability, making your brand appear more trustworthy and credible.
- Perceived value: Premium brand packaging enhances the perception of luxury and exclusivity, making your product feel more valuable. This can justify a higher price and influence purchasing decisions.
- Marketing opportunity: Packaging provides valuable space for promotions, QR codes or special offers, enhancing customer engagement and serving as an additional marketing touchpoint.
So, if you’re wondering if brand packaging is absolutely necessary, the short answer is yes—because while plain packaging serves its purpose, it doesn’t do much for your brand. In contrast, brand packaging acts as a powerful marketing tool that elevates the entire product experience. With its ability to influence perception and enhance customer engagement, packaging branding is a smart investment for long-term success.
Key elements of effective packaging for brands
Brand packaging takes on many forms, but the core elements of effective packaging remain consistent across all industries. These key elements are essential for creating packaging that not only grabs attention but also builds a strong, emotional connection with customers. Only by mastering these elements can you craft packaging that leverages all the various benefits we discussed in the previous section.
Color palette
When it comes to brand packaging, the color palette you choose plays a significant role in both recognition and emotional connection.
Starting with your brand colors is essential—these colors are your brand’s visual signature and should be consistent across all packaging.
Once you’ve established your core palette, you can incorporate complementary colors that align with your brand’s values and tone.
Brand packaging design by leMOTIVE via 99designs by Vista
For example, luxury brands often use deep, rich colors like gold or navy to convey sophistication and exclusivity. On the other hand, eco-friendly brands might opt for earth tones or greens to communicate sustainability.
Stick to your brand’s core color palette for consistency. Only introduce new colors if they enhance the emotional impact or reflect an aspect of your brand’s identity.
The right color choices help build an emotional connection with your customers, setting the tone for their experience with your product.
Typography
Brand packaging design by Kamilla Oblakova via 99designs by Vista
Beyond picking a font, your typography choices need to reflect your brand’s tone and ensure readability:
- Choose fonts that reflect your brand’s personality: For example, tech brands may opt for sleek, modern fonts to convey innovation, while a jewelry brand might use elegant serifs to highlight craftsmanship.
- Prioritize readability: No matter how stylish, your fonts need to be easy to read, especially for key information like product details or instructions.
- Maintain consistency: Use the same fonts across all platforms to ensure a unified brand experience, helping customers recognize your brand instantly.
Logo placement
The placement of your logo on your packaging is crucial for visibility and memorability. A well-placed logo ensures that your brand is instantly recognizable, and over time, it strengthens brand recall. The logo should be prominent but balanced, neither overwhelming the design nor being too subtle.
Brand packaging design by DLab™ via 99designs by Vista
For instance, many premium brands place their logo near the center of their packaging, while smaller brands might position it in a corner for a minimalist look. The key is ensuring that your logo is easy to find and always visible.
Materials and finishes
Brand packaging design by bcra via 99designs by Vista
The materials and finishes you choose for your packaging can say a lot about your brand. For example, kraft paper conveys an eco-friendly message, while glossy finishes communicate a polished, high-end look. Luxury packaging often uses embossed or foil stamping techniques, which make the product feel exclusive and premium.
Unboxing experience
Packaging for brands has multiple layers—literally and figuratively—offering a chance to surprise, delight and engage in unexpected ways.
So, when designing your packaging, don’t just think about the product’s protection. Use every opportunity to communicate your brand values, craft a memorable experience and ensure that every detail aligns with your brand’s identity.
- Personal touches: Add a handwritten note or a card with your brand’s story or mission to connect with your customer on a deeper level. It creates a personal moment that elevates the experience.
- Textured wrapping: Using branded tissue paper, fabric wraps or unique textures turns opening your packaging into an experience that feels special. These tactile elements create a lasting impression.
- Incorporate small surprises: Stickers, free samples or discount cards can turn a basic unboxing into an experience worth sharing. These extras show your customer you care about more than just the sale.
- Interactive elements: Include QR codes that lead to exclusive content, a behind-the-scenes look at your brand or a product tutorial. This adds value and further connects the customer to your brand’s journey.
- Visual impact: Think about the “wow” factor. Whether it’s a pop of vibrant color, an unexpected design detail or a clever packaging idea, these elements make your product stand out and feel unique.
Brand packaging design by StanBranding via 99designs by Vista
Shape and structure
The shape and structure of your packaging directly impact both functionality and aesthetics. From boxes to pouches to mailers, the form you choose should protect your product while complementing your brand’s visual style.
A well-constructed package shows that you care about the details, while also providing practical value—making sure your product arrives intact.
Product fit
When it comes to product packaging, you don’t always need to go for intricate, custom shapes that mirror your product. While custom designs can certainly elevate your packaging, you can also work with default boxes and still create a unique, engaging experience. Consider adding cutouts or transparent windows to showcase parts of the product, giving customers a sneak peek while keeping things functional.
Brand packaging design by StanBranding via 99designs by Vista
What you must do, however, is align the specific characteristics of the product you’re creating branded packaging for with the packaging type. For example, liquids are best suited for bottles or cans, while items like jewelry or tech gadgets may benefit from a more rigid, protective box.
Choosing the right packaging ensures that your product fits securely, minimizing movement during transport and protecting it from damage. It also communicates that you’ve thoughtfully considered both the design and the practical needs of your product.
A step-by-step guide to brand design and packaging: How to do packaging for brands well
Now that you know the key elements that make up effective brand packaging—color, typography, materials and more—the next step is bringing all these elements together into one cohesive design. The goal is to create packaging that not only reflects your brand’s story but also supports its identity and resonates with your customers.
Read on to learn how to take those essential elements and craft packaging that tells your brand’s story, strengthens its message and elevates the customer experience.
Clarify your brand identity
Before you dive into the nitty-gritty of brand packaging, it’s crucial to have a clear understanding of your brand identity. This foundational step informs every decision you make, from the look and feel of your packaging to the entire customer journey.
Your brand identity isn’t just a logo or color scheme; it encompasses your voice, values, tone and the people you’re speaking to. It’s about knowing what your brand stands for, who you’re talking to and what you want your customers to feel when they interact with your brand. Learn how to build a brand identity in our guide.
Your packaging should be a visual extension of your brand’s personality. For a tech-forward brand, sleek lines and minimalism work well. For a sustainable brand, earthy tones and natural materials reflect your commitment to the environment.
When your brand identity is clear, every packaging choice will align with the story you want to tell and resonate with your audience.
Define your packaging goals
With your brand identity clarified, the next step is to define your packaging goals. This will guide your future choices, help set a baseline for packaging design costs and ensure your packaging fulfills its intended purpose.
Ask yourself:
- What do I want customers to feel when they see my packaging?
- Is my goal to attract new customers or keep existing ones coming back?
- What role should my packaging play—protect, inform or excite?
- Is this packaging for a special occasion, promotion, or seasonal release?
- Does my packaging need to support repeat purchases or a subscription?
- What message do I want my packaging to communicate at first glance?
Your packaging goals will directly impact many decisions, such as the materials you choose, the design style and even the functionality of the packaging itself. For example, packaging for a product sold at an event needs to stand out and be easy to transport, while packaging for a subscription box might focus more on creating a memorable unboxing experience.
Specific packaging goals could include:
- Attracting first-time buyers: Creating packaging that grabs attention and introduces your brand effectively.
- Enhancing customer experience: Designing durable and reusable packaging that makes the unboxing experience memorable, especially for subscription boxes.
- Reinforcing brand story: Designing packaging for event giveaways that is visually appealing, easy to carry and communicates your brand’s identity.
Choose the right packaging format
Selecting the right packaging format is critical to your product’s success. It affects both the practical aspects, like durability and shipping costs, and the visual impact on the shelf. Popular packaging formats include boxes, poly mailers, paper bags and sleeves. Your choice will depend on various factors such as product type, shipping needs and brand image.
The factors that will have the most influence on your choice of packaging format are the required shipping durability and shelf impact.
In terms of shipping durability, boxes or poly mailers are ideal for items that need protection during shipping, while paper bags or sleeves are lighter and more cost-effective for smaller, less fragile items.
Shelf impact-wise, a custom box or vibrant poly mailer makes a strong impression when displayed, while paper bags may feel more casual and understated.
Check out our guide on how to pick effective small business packaging that fits your brand for more details.
Design intentionally
Designing packaging intentionally means every visual element must serve a clear purpose, from telling your brand’s story to ensuring functionality.
You can design your packaging yourself using design tools like VistaCreate, or you can collaborate with professional designers. If you’re not familiar with product packaging design or lack the resources to execute your ideas, working with experts may be the best option. Designers can refine your ideas, ensuring that every element—from colors to typography—aligns with your overall brand image.
If you choose to work with a professional, make sure they understand your brand identity and goals to ensure the final design reflects your vision accurately. Find more small business packaging tips in our guide.
Whether DIY or with assistance from professional designers, always keep your packaging’s end goal in mind—does it communicate your brand’s message? Does it appeal to your target audience? A well-designed package should answer these questions at first glance.
Select materials that reflect your values
The materials you choose for packaging are a direct reflection of your brand’s values and personality. They do more than just protect your product—they help shape your customer’s experience and perception. Whether you select premium, budget-friendly or eco-conscious materials, each choice should align with your brand’s core message and appeal to your target audience.
For luxury brands, high-end materials like textured cardstock, embossed finishes and gold foiling can communicate sophistication and exclusivity. These details not only enhance the aesthetic but also provide a tactile experience that reinforces the perception of quality.
Brand packaging design by Esteban Tolosa via 99designs by Vista
For sustainable brands, opting for recycled paper, biodegradable plastics or other environmentally friendly materials emphasizes your commitment to the planet. Using materials that are both eco-friendly and functional allows you to demonstrate your dedication to sustainability without compromising on quality.
Brand packaging design by StanBranding via 99designs by Vista
For value-driven brands, materials like kraft paper or corrugated cardboard offer an affordable yet sturdy solution. These choices can convey authenticity and simplicity, which can resonate with consumers looking for practical, straightforward products.
Brand packaging design by Pepper Pack Design via 99designs by Vista
Focus on consistency
Your packaging should align with every other element of your brand, from your website to your social media and business cards. Consistency across all touchpoints strengthens your brand’s recognition and builds trust. When your packaging matches your brand’s tone and style, customers will feel more confident in your product.
Test and iterate
Once your packaging design is complete, it’s time to test it in the real world. Start by gathering feedback from customers, friends or a small test group.
Pay attention to their reactions during the unboxing process—how they feel about the design, ease of use and overall experience. If possible, conduct A/B tests with different versions of your packaging to see which one resonates best with your audience.
Don’t shy away from experimenting with small adjustments. Test different materials, tweak the design or add new elements like thank-you notes, inserts, or sample products. The key is to use customer feedback to continuously refine your packaging.
Packaging is a dynamic process—small changes can make a big impact, and the more you refine, the better your results will be.
Ready to bring your brand packaging to the next level?
Brand packaging is about aesthetics, yes. But beyond that, it’s also a powerful way to communicate your brand’s story, build customer trust and create lasting impressions. From defining your brand identity to selecting the right materials, each decision plays a crucial role in shaping how your brand is perceived and experienced.
By aligning your packaging with your brand’s values and goals, you can increase recognition, enhance customer loyalty and improve perceived value. Thoughtfully designed packaging can be a game-changer, setting your product apart and making a memorable impact on customers.
With the right tools and a clear strategy, you can unlock the full potential of your packaging. Take the time to experiment, iterate and refine, and you’ll see how packaging becomes more than just a container—it becomes an essential part of your brand’s success.
