Studies show us that packaging has become more important than ever. It helps busy customers to make buying decisions. It contributes to their overall product satisfaction. It ensures that the product stands out on display stands. It boosts excitement levels when unboxing an online/offline purchase.

As retailers, you want to do everything you can to optimize your brand shelf presence, or to improve your after-sales experience.

If your business sells physical products, you probably already know the importance of product packaging. From keeping your products contained, to displaying important product details, to protecting products during transit, packaging has plenty of practical purposes.

But product packaging can contribute more to your company than just containing, explaining, and protecting your product.

With branded product packaging, you can transform what surrounds your product into something that supports your brand.

So, if you’re looking to generate awareness and affinity for your brand, it might be time to start thinking inside the box.

What is a brand?

Before we can talk about building your brand into your product packaging, we need to define “brand”. While many people think of a brand as just a logo or a slogan, it’s a bit more complicated than that. Although logos and slogans are an important part of your branding materials, the brand itself exists only in your customers’ minds. The brand is made up of the stories, memories, feelings, and associations people have with your company. You can’t control your brand directly, but you can control your branding efforts—and influence how people perceive you.

One of the primary ways companies direct customer perceptions is through brand identity. Brand identity consists of the various visual and non-visual elements of your brand, including your logo, slogan, voice, colors, fonts and symbols. You can think of brand identity as the language your brand uses to communicate what it does, why it does it, who it does it for, how it does it differently, and why people should care. Even though you can’t control how customers perceive you, your brand identity lets you control how you portray yourself.

When it comes to branded product packaging, the visual components of your brand identity—your visual brand identity—are the most important. The building blocks of visual identity include colors, fonts, symbols, and imagery, which can be leveraged in a variety of ways to produce different brand assets. For instance, a brand’s logo usually combines several elements of visual identity, with fonts, colors, and symbols coming together to represent the brand at a glance.

Now that you know the tools you’ll have at your disposal, let’s look at some of the ways you can start building your brand into your product packaging design.

Put a brand on it

Let’s start with the basics of branded product packaging. While these basics might not score you too many affinity points with customers, they will help in building brand awareness. After all, before people can love your brand, they need to know it. The best way to start building that recognition is by simply adding aspects of your brand to pre-existing packaging. This method lets you repurpose and plain packaging you already have on hand, so nothing goes to waste as you start becoming more brand-conscious.

Your logo, colors, fonts, and symbols can be easily added to any packaging you’re already using, building the brand into the product packaging already at your disposal. This can mean anything from simply placing stickers of your logo on your product packaging, adding tissue paper in your brand colors, using a custom stamp of your logo on various paper packaging, or sealing boxes with packing tape that has your company name printed. In all of these instances, you don’t need to rethink your product packaging design—you just need to purchase something to place on top of it.

If you’ve got pre-existing product packaging, you’ve got an opportunity to add your brand—and create some brand awareness. For many brands, this decorative approach to branded product packaging is enough. It’s a big step up from completely unbranded packaging, but it’s just one step.

Creating custom product packaging

While sticking, stamping, adding, or taping your brand’s logo, symbols, colors, or fonts onto otherwise plain product packaging is a great way to start building brand awareness, there’s more you could be doing for your brand. To take the next step towards brand affinity, you need to integrate your brand a bit more—with customized product packaging.

By integrating your brand directly into the design of your product packaging, you create a more consistent brand experience for customers. So, when the time comes to place your next product packaging order, take this opportunity to create the kind of consistency that’s going to gain customer loyalty.

Unlike adding a logo sticker or branded packing tape, customizing your product packaging requires more in-depth design decisions. With more opportunities to incorporate your brand come more decisions about how exactly you want to incorporate your brand. The way you incorporate your brand’s visual identity into customized packaging will influence people’s impressions of your brand. Your visual identity is the language your brand uses to communicate; different arrangements of the elements of that language send different messages.

Now, all of this can sound a bit vague, so let’s talk about a few concrete examples of the kinds of choices you’ll make as you begin customizing your product packaging.


Speak with our product packaging and branding expert at +91 91333 95 810 or drop a mail to


Incorporating your logo as a pattern on tissue paper, printing boxes and paper in different brand colors, incorporating brand imagery on stickers—these are all choices you’ll be faced with as you begin customizing your product packaging. 

These design choices can include things like the placement of your logo, which brand colors are used where, whether you leave certain product packaging elements unbranded, whether you incorporate your logo in unexpected ways or locations, and anything else your product packaging provider lets you customize. All of these choices about how you use your brand’s visual identity in your product packaging will affect the way people see your brand. As you begin customizing your product packaging, consider the messages your design choices might be sending—and whether those messages align with your brand. 

Designing brand into your product packaging

Now that we’ve covered adding your brand to pre-existing packaging and customizing your product packaging, let’s take things a step further. For a fully integrated experience, you need to build your brand directly into your product packaging design.

At this point, you may be asking yourself, “How is this different from customized product packaging?” Good question. Customized product packaging changes your packaging at the visual level. To fully integrate your brand, you need to change your packaging at the physical level—from the materials used, to the ways your packaging can be reused, to the shape and structure of your packaging. Here, it’s not just the way you incorporate your visual brand identity that enforces certain brand traits—it's the very packaging itself. 

This level of brand integration begins with the materials that make up your packaging. If your brand is futuristic and sleek, a glossy finish might suit your product packaging better. If you’re aiming to give off a gritty, organic impression, then matte, textured materials might be a better fit. A brand that champions sustainability as one of its values might consider using recycled or recyclable packaging in its product packaging. Cosmetics brand Lush takes this route, using recycled plastic in its packaging. To truly live their eco-friendly values, Lush even has a packaging exchange program to promote further recycling.


Integrating your brand into the structure of your product packaging can also mean creating packaging suited to your customers’ lifestyles. Millennial favorite Glossier appeals to the on-the-go ‘Glossier Girl’ through its packaging design. The bubble wrap used to protect its products in transit comes in the form of a travel-friendly pink pouch, which customers readily repurpose as a travel makeup bag. The packaging has become so popular that Glossier sells it separately on the site as well.

By becoming a part of their customers’ daily lives—through reusable, persona-targeted packaging—Glossier builds affinity for its brand. The more customers see your packaging, the more likely they are to think of you—and how important your brand is to them.

Source: Glossier

You can even incorporate your brand into all the things that surround your product packaging, creating experiences that go beyond the box. This might mean the inclusion of a handwritten note on custom stationery inside every box, or adding branded stickers that customers can use to decorate their purchase, or even getting the other senses involved, by including sweets or scents that suit your desired brand impression. 

Jewelry brand Mejuri includes a branded carrying case (which doubles as a cleaning cloth) and a handwritten note on custom stationery in every order. Source: Mejuri on Pinterest.

The more deeply you integrate your brand’s assets and traits into your product packaging design, the more deeply you can connect with your customers.

If customers see your logo once on a box, they might remember you. If they see your logo on the box, then your symbol on the tissue paper, your colors on the box interior, your fonts at the top of a handwritten note, and smell the same fragrance you use in your product as they open the box, customers won’t just remember you—they’ll understand you.

It’s this understanding that builds a connection between customers and companies. With every opportunity to incorporate your brand, comes an opportunity to build a relationship with customers. All you need to do is think inside the box.

one more key thing...

Sustainable Packaging

Eco-friendly packaging is a trend that we hope continues to grow year on year. It represents a fantastic opportunity for brands to adopt a culture of sustainability and waste reduction.

Innovation in packaging materials is moving at a rapid rate as more companies invest in finding ways to lessen their global impact. New technologies are being explored around biodegradable plastics, where recyclable cardboard is not a viable packaging option.

The materials used for packaging are not the only way that brands can affect their impact. Assessing product lines, and employing smart, innovative packaging designs can greatly improve material wastage.

The carbon footprint of the packaging is also a major concern that is leading brands to choose packaging partners that have production facilities in their locale.

Consumers are increasingly choosing responsible companies that take action on helping the environment. Therefore, clear communication of packaging disposal methods is vital to ensure that the consumer can make an informed decision about your product.

-Bureau Chief: Kacharagadla | CPP Insights

44 thoughts to “Think Packaging. The Intelligent madness of love

  • Jill

    Hi, this weekend is pleasant designed for me, for the reason that this time i am reading this
    enormous informative piece of writing here
    at my home.

  • download ntc33 android

    I used to be able to find good advice from your articles.

  • agen playboy2

    I am now not positive the place you are getting your info, however good
    topic. I must spend a while studying much more or understanding more.
    Thank you for great information I was looking for this info for my

  • lpe88 slot

    You should be a part of a contest for one of the most useful sites online.

    I’m going to highly recommend this site!

  • live22 pc

    Tremendous issues here. I am very glad to look your post.

    Thanks so much and I’m having a look forward to touch you.
    Will you kindly drop me a e-mail?

  • gem love138

    I am sure this post has touched all the internet users,
    its really really pleasant post on building up new web site.

  • test ace333

    Howdy! I know this is somewhat off topic but I was wondering which blog platform are you using for this website?
    I’m getting tired of WordPress because I’ve had problems with hackers and I’m looking
    at alternatives for another platform. I would be fantastic if you could point me in the direction of a good platform.

  • king855 pc download

    What’s up it’s me, I am also visiting this website on a regular basis,
    this website is actually pleasant and the people are truly sharing fastidious thoughts.

  • akaun test 918kiss 2

    This text is invaluable. Where can I find
    out more?

  • download pussy888 apk ios

    Very nice post. I just stumbled upon your blog and wanted to say
    that I have truly enjoyed surfing around your blog posts.
    After all I’ll be subscribing to your rss feed and I hope you
    write again very soon!

  • cara id test sky777

    Because the admin of this web site is working, no doubt very shortly it
    will be famous, due to its quality contents.


    Wonderful blog! Do you have any tips for aspiring writers?

    I’m hoping to start my own blog soon but I’m a little lost on everything.
    Would you suggest starting with a free platform like WordPress or go
    for a paid option? There are so many choices out there
    that I’m completely overwhelmed .. Any recommendations?
    Appreciate it!


    I got this web site from my pal who informed me
    regarding this web page and now this time I am visiting this web site and reading very informative articles or reviews at this time.

  • Tanesha

    Thanks for sharing your thoughts about website. Regards

  • Iva

    What’s up mates, good article and good urging commented here, I am genuinely
    enjoying by these.

  • aaa1188 android download

    hey raghu kacharagadla You have made some decent points there. I looked
    on the web for additional information about the issue and found most
    individuals will go along with your views on this site.

  • game Love138

    Hi it’s me, I am also visiting this web page regularly, this
    web page is truly good and the visitors are in fact sharing nice thoughts.

  • playboy2

    Simply wish to say your article is as astonishing. The clarity on your publish is simply nice
    and that i can suppose you’re a professional in this subject.
    Well along with your permission allow me to snatch your feed to
    keep updated with impending post. Thank you 1,000,000 and please continue the rewarding work.


    Thanks for a marvelous posting! I certainly enjoyed reading it,
    you’re a great author.I will be sure to bookmark your blog and may come back someday.
    I want to encourage one to continue your great writing,
    have a nice evening!

  • rollex11 test id

    After looking into a few of the blog posts on your website,
    I truly appreciate your way of blogging. I book-marked it to my bookmark site list and
    will be checking back soon. Please visit my website too and
    tell me how you feel.


    Hi, just wanted to tell you, I loved this blog post. It was helpful.
    Keep on posting!

  • king855 test

    great points altogether, you just won a new reader.
    What could you recommend in regards to your
    post that you simply made some days ago? Any certain?

  • jackpot lionking888

    Hi, Neat post. It is the marketplace leader and a huge portion of other folks
    will pass over your magnificent writing.

  • 918kayaapk ios

    Thank you for the auspicious writeup. It if
    truth be told was once a entertainment account it. Look advanced to more added agreeable from you!

    By the way, how could we be in contact?

  • Id Test 3Win8

    Its such as you learn my mind! You appear to know so much approximately this, such as you wrote the book in it or something.
    I believe that you can do with a few % to power the message house a little bit, but other than that,
    that is fantastic blog. A fantastic read. I will definitely be back.

  • Calibet Id Test

    I have been surfing online more than 3 hours today, yet I
    never found any interesting article like yours. It’s pretty worth enough
    for me. Personally, if all site owners and bloggers made good content as you
    did, the web will be a lot more useful than ever before.

  • kiosk ntc33 vip

    Admiring the time and effort you put into your site and detailed information you offer.
    It’s great to come across a blog every once in a while that isn’t
    the same out of date rehashed material. Fantastic read!

    I’ve bookmarked your site and I’m adding your RSS feeds to my Google account.

  • ace333 company

    Your method of telling the whole thing in this piece of writing is truly
    pleasant, all can easily be aware of it,
    Thanks a lot.

  • id akaun test playboy2

    Fantastic items from you, man. I’ve keep in mind your stuff prior to and you are just too fantastic.
    I really like what you have got right here, really like what you are saying and the best way through which you
    assert it. You are making it entertaining and you
    continue to take care of to keep it smart. I can not wait
    to read far more from you. That is actually a wonderful site.

  • download ntc33

    If some one needs to be updated with newest technologies therefore he must be pay a visit this website and be up
    to date everyday.

  • live22 download link

    Thanks for one’s marvelous posting! I certainly enjoyed
    reading it, you happen to be a great author.I will be
    sure to bookmark your blog and definitely will come back someday.

    I want to encourage you continue your great work, have a nice morning!

  • Https://

    Its like you read my mind! You appear to know so
    much about this, like you wrote the book in it or something.
    I think that you could do with a few pics to drive the message home
    a bit, but instead of that, this is excellent blog.
    A great read. I’ll definitely be back.

  • rollex11 malaysia

    After checking out a handful of the articles on your web page,

    Hello Raghu Kacharagadla, I really like your way of blogging.I added it to my bookmark website list and will be checking back in the near

  • семейный секс

    Definitely, what a great blog and revealing posts, I definitely will bookmark your site. Best Regards!
    My website:

  • Tcc Fórmula do Tema Perfeito André Fontenelle

    I loved as much as you will receive carried out right here. The sketch is attractive, your authored subject matter stylish. nonetheless, you command get bought an shakiness over that you wish be delivering the following. unwell unquestionably come more formerly again as exactly the same nearly a lot often inside case you shield this hike.

  • Curso Sublimação para Iniciantes + Corel Draw Matheus Cosso

    Valuable information. Lucky me I found your web site by accident, and I am shocked why this accident did not happened earlier! I bookmarked it.

  • curso de cftv valor

    I am not sure where you are getting your information, but great topic. I needs to spend some time learning much more or understanding more. Thanks for great information I was looking for this info for my mission.

  • curso de caligrafia gratuito

    Good ? I should certainly pronounce, impressed with your site. I had no trouble navigating through all the tabs as well as related information ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. Reasonably unusual. Is likely to appreciate it for those who add forums or anything, site theme . a tones way for your customer to communicate. Nice task..

  • binance

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  • graliontorile

    I haven’t checked in here for a while as I thought it was getting boring, but the last several posts are great quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂

  • this link

    Hey there! Would you mind if I share your blog with my myspace group?There’s a lot of folks that I think would really enjoy yourcontent. Please let me know. CheersFeel free to surf to my blog; Selena

  • порно азиаток

    Respect to post author, some fantastic information
    My website:

  • Curso Hud Classe a Poker na Chapa

    Great paintings! This is the type of information that are meant to be shared across the internet. Shame on Google for no longer positioning this put up higher! Come on over and visit my site . Thanks =)

  • gate io

    I am sorting out relevant information about gate io recently, and I saw your article, and your creative ideas are of great help to me. However, I have doubts about some creative issues, can you answer them for me? I will continue to pay attention to your reply. Thanks.


Leave a comment

Your email address will not be published. Required fields are marked *