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Branding in Packaging: How do you make it work as an Entrepreneur?

Photo by MK +2 on Unsplash

If you are an entrepreneur, you know how important it is to stand out from the crowd, and attract your ideal customers. But how do you do that with your product packaging? How do you make sure that your packaging reflects your brand identity, values, and personality? How do you create a memorable and positive experience for your customers when they receive, open, and use your product?

Why Branding and Packaging are Essential for Entrepreneurs

Branding is the process of creating a distinctive and recognizable identity for your business, product, or service. It is how you communicate who you are, what you do, what you stand for, and what makes you different from your competitors. Branding helps you build trust, loyalty, and credibility with your target audience.

Packaging is the physical container or wrapper that holds your product. It is the first thing that your customers see, touch, and interact with when they buy or receive your product. Packaging not only helps you protect, preserve, and transport your product safely to the customer, but more than that, it helps you showcase your brand identity, values and personality. When done right, packaging can create lasting impressions as well as establish an emotional connection with your customers.

Branding and packaging are essential for entrepreneurs because they help you:

  • Increase your visibility and awareness in the market
  • Differentiate yourself from other similar or competing products
  • Convey your unique selling proposition and value proposition
  • Appeal to your ideal customer segments and personas
  • Enhance your customer experience and satisfaction
  • Boost your sales and revenue

How to Define Your Brand Identity and Strategy

Before you start designing your packaging, you need to define your brand identity and strategy first. Your brand identity is the core essence of your business, product, or service – it is what makes you unique and recognizable. It is the plan of action that guides how you communicate and deliver your brand identity to your target audience.

To define your brand identity and strategy, you need to answer some key questions, such as:

  • What is the mission, vision, and purpose of your business?
  • What are the values and principles that guide your business?
  • What are the goals and objectives that you want to achieve with your business?
  • Who are your target customers? What are their needs, wants, preferences, pain points, and motivations?
  • Who are your competitors? What are their strengths and weaknesses? How do you compare and contrast with them?
  • What is the unique selling proposition (USP) of your product or service? What is the value proposition that you offer to your customers?
  • What is the personality and tone of voice of your brand? How do you want to sound and feel to your customers?
  • What are the visual elements of your brand? What are the colors, fonts, shapes, symbols, icons, images, etc. that represent your brand?

Once you have a clear understanding of your brand identity and strategy, you can use it as a foundation for creating your packaging design.

How to choose the right packaging materials, colors, shapes, and sizes

If you are selling a product, you know how important it is to make a good first impression. The packaging of your product is the first thing that your customers see, and it can influence their decision whether to buy your product or not. But how do you choose the right packaging materials, colors, shapes, and sizes for your product?


  • Consider your product’s features and benefits. What are the main selling points of your product? How does it stand out from the competition? How do you want your customers to feel when they use it? These questions can help you determine what kind of packaging materials, colors, shapes, and sizes would best suit your product. For example, if your product is eco-friendly, you might want to use recyclable or biodegradable materials and natural colors. If your product is luxurious, you might want to use high-quality materials and elegant colors.


  • Consider your target audience. Who are you trying to reach with your product? What are their preferences, needs, and expectations? How do they shop and consume? These questions can help you tailor your packaging to appeal to your ideal customers. For example, if your target audience is young and trendy, you might want to use bold and bright colors and modern shapes. If your target audience is older and more conservative, you might want to use classic and neutral colors and traditional shapes.


  • Consider your brand identity. What is the personality and message of your brand? How do you want to communicate it to your customers? How do you want to differentiate yourself from other brands in your niche? These questions can help you align your packaging with your brand identity. For example, if your brand is fun and playful, you might want to use quirky and colorful packaging. If your brand is serious and professional, you might want to use sleek and simple packaging.


  • Consider your budget and resources. How much can you afford to spend on packaging? What are the available options in terms of materials, colors, shapes, and sizes? How easy or difficult is it to produce, store, transport, and display your packaging? These questions can help you balance your packaging goals with your practical constraints. For example, if you have a limited budget, you might want to use standard or generic packaging materials, colors, shapes, and sizes. If you have more resources, you might want to invest in custom or unique packaging materials, colors, shapes, and sizes.

How to design your packaging graphics, logos, labels, and stickers

Packaging design is more than just wrapping your product in a box or a bag. It’s a way of communicating your brand identity, your product benefits, and your unique selling proposition to your customers. It’s also a way of creating an emotional connection and a memorable experience for your customers.

Here are some of the key elements of good packaging design:

  • Clarity: Your packaging should clearly convey what your product is, what it does, and why it is different from the competitors. You should use simple and concise language, as well as relevant and appealing images, to communicate your message.
  • Consistency: Your packaging should be consistent with your brand identity and your other marketing materials. You should use the same colors, fonts, logos, and style across all your packaging elements. This will help you build brand recognition and loyalty among your customers.
  • Creativity: Your packaging should stand out from the crowd and catch your customers’ attention. You should use original and innovative ideas to make your packaging unique and memorable. You can experiment with different shapes, sizes, materials, textures, and finishes to create a distinctive look and feel for your packaging.
  • Functionality: Your packaging should not only look good, but also work well. You should consider the practical aspects of your packaging, such as how easy it is to open, close, store, transport, and dispose of. You should also make sure that your packaging protects your product from damage, spoilage, or tampering.
  • Sustainability: Your packaging should be environmentally friendly and socially responsible. You should use recyclable, biodegradable, or reusable materials whenever possible. You should also avoid using excessive or unnecessary packaging that creates waste and pollution.

Here are some examples of packaging designs that follow these principles:

  • Apple: Apple is known for its minimalist and elegant packaging design that reflects its brand values of simplicity, innovation, and quality. Its packaging uses white as the dominant color, with a clear and prominent logo and product name. The packaging is easy to open and close, and uses minimal materials to reduce environmental impact.

Photo by Julian O’hayon from Unsplash

  • Coca-Cola: Coca-Cola is one of the most recognizable brands in the world, thanks to its iconic red-and-white packaging design that has been consistent for over a century. Its packaging uses a distinctive shape (the contour bottle), a catchy slogan (the pause that refreshes), and a familiar logo (the dynamic ribbon) to create a strong brand identity and emotional appeal.

    Photo by SJ Objio from Unsplash

How to test and optimize your packaging for customer feedback and satisfaction

Packaging is not just a way to protect and deliver your product, but also a way to communicate your brand identity, value proposition, and customer experience. Here are some steps you can take to test and optimize your packaging:


  • Define your packaging goals and criteria. What are the main objectives of your packaging? Is it to stand out from the competition, convey a specific message, or create a memorable unboxing experience? What are the key features and benefits of your product that you want to highlight? What are the expectations and preferences of your target audience? How will you measure the effectiveness of your packaging?


  • Research and benchmark your competitors and industry best practices. What are the current trends and standards in your product category and niche? How do your competitors package their products? What are their strengths and weaknesses? How can you differentiate yourself from them and create a unique value proposition?


  • Design and prototype your packaging. Based on your goals, criteria, research, and budget, create a mockup or prototype of your packaging. Consider the shape, size, color, material, texture, typography, graphics, logo, and other elements of your packaging. Make sure your packaging is consistent with your brand identity and product positioning. Also, make sure your packaging is functional, durable, easy to open, and compliant with any regulations or requirements.


  • Test your packaging with real customers and collect feedback. How do your customers react to your packaging? Do they like it, love it, or hate it? Do they understand what your product is and how it benefits them? Do they feel excited, curious, or indifferent about opening it? How can you measure their satisfaction and loyalty?


  • Optimize your packaging based on the feedback and data. What are the areas of improvement for your packaging? How can you make it more attractive, functional, or sustainable? How can you reduce costs, waste, or environmental impact? How can you increase conversions, retention, or referrals?

By now, we’ve established how we could make branding work with packaging as an entrepreneur. Once you’ve established how you want to package your prized offerings, it’s also a key step to look for a great partner who would pack your products with utmost care and creativity that’s in line with what you want to present. Luckily, you don’t need to look further as you have Cr8tive Boxes and Labels with you!

Let’s get creative with Cr8tive!

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