Why Is Brand Packaging So Important?

Packaging design has gone from being a necessary, unimportant part of the retail process to being another hugely beneficial advertising space that can make and keep the customer enamoured long after the box or bag has served its initial purpose.

It’s fair to say that any brand that instantly comes to mind has no doubt had a packaging line that promotes who they are, what they do, and the unique way in which they do it. In today’s design world, branded boxes and bags aren’t simply filled with identifiable logos, but also in depth messages to explain the above. Packaging is now being used, not just sell a product and protect it, but to also tell a story. Whether it’s where the company is based, the company’s journey in a few lines, or a short, compelling speech on their ethos… the space inside and outside of bags, boxes, envelopes etc is being utilised to make brands stand out. The end user is no longer rushed in their quest to tear into their packaging and toss it aside. Attention to detail is noticed, giving the consumer a sensory experience that they’ll hopefully never forget.

Packaging design has gone from being a necessary, unimportant part of the retail process to being another hugely beneficial advertising space that can make and keep the customer enamoured long after the box or bag has served its initial purpose.

This is why brand packaging design is a huge part of the process now. Even well known names that we all assume shouldn’t need to do anything more than show their logo are thinking outside of the box and delving deeper into the consumers’ minds to see how they can connect further. A huge part of that has involved incorporating sustainable packaging materials into the design process, showcasing their need to not just make a profit, but to also care for the environment—something the modern day customer is looking for more and more, and rightly so. Everything carries a message in modern society, and packaging is at the forefront of those deliveries. It sits right there in the hands of the very people you want to see your work. It’s your chance to shine a light on the name you put to your business, holding the undivided attention of the customer for just a few moments. It’s important to make those moments alone with your brand identifier count.

We’re sure you don’t need us to tell you why branded packaging matters. What you may like us to do is tell you the ways in which it can count that you may not have thought about before. It’s no longer good enough to stick things in a plain brown box with some clear tape and ship them off with an uninspiring white label. Even Amazon—the giants of the ecommerce industry who are already known by most of the world—are throwing their branding all over the boxes and tape they produce so we don’t forget them, not even for a day. And with so many options available to customise, there really is an abundance of choices, no matter your budgets, minimum quantities, or detailed design. From custom packing tape to printed crocodile tear mailing boxes, there are many surfaces both inside and outside a packaging piece that can be used to deliver more than one message. A logo is great as a packaging identifier, sure, but so are taglines, eco-friendly messages, and introductory sentences that begin to tell a story that can only be finished by opening the piece and seeing what’s inside.

Use your brand to create an intimate moment of pure indulgence. That’s the key.

When an unforgettable opening experience is offered to the consumer, your logo and your brand message will linger long after the packaging has been put aside. It’s about creating a direct link in their mind to whatever product you offer. This can be done with a simple, one-colour print, or you could make a statement with a full-colour, quality print that stands out from the crowd. We have examples of both on our website and social media to take a look at if you’re looking for inspiration, too. Digital printing is a great, eco-friendly way to brand your packaging when using water-based inks, which is something we offer at Bundle to make your piece as fully sustainable as possible. This works on mailing cartons, Kraft paper bags, tape, and even stickers. 

It all begins with the design, so use your branded packaging identifiers to the best of your abilities, making every opportunity count, and then go out there and elevate your business to the next level. Think outside of the box, literally, and make sure your brand and print design becomes the very thing you need to become an unforgettable experience in your next customer’s life. Then the one after that.

Take a look at some of our innovative brand packaging solutions here.