PRODUCT PACKAGING DESIGN
from briefing to shelf
Effective product packaging design requires more than creativity. It’s a strategic process that balances branding, consumer expectations, and functionality. At June20, we approach each packaging project with a structured methodology that ensures impactful, shelf-ready designs that resonate with customers and align with a brand’s identity.
In short: start with a strong briefing by defining parameters, product USPs, and market position early. Research the market to understand packaging trends and design codes, especially within your category, and claim your space by using cohesive and repetitive design elements to strengthen your shelf presence and create brand recognition. Create sketches and mockups to test against benchmarks and explore them in real-world settings, while integrating the product packaging design with your marketing and retail strategy.
Great product packaging: Cracking the code
Designing product packages starts with a solid briefing, where we gather as many parameters as possible.
Next, we dive into research and benchmarks, which often begin with a visit to the supermarket, tradefairs, detail stores, distribution facilities,… This hands-on approach to product packaging design reveals existing packaging codes and trends. Observing how people interact with, for example, green packaging designs can provide valuable insights. We focus on understanding visual patterns within the category. Do consumers expect minimalism or bold designs? What works visually within this category?
We define the design codes and compare or complement them with the product’s unique selling points (USPs). These can influence each other, for example, when launching a luxury product in the green segment.
Making an impact in store
When designing the layout, specific conventions and rules must be followed. What’s the visual hierarchy needed to communicate effectively? How should product information be prioritised for maximum clarity? Where do mandatory elements like legal text need to be placed? Adhering to these guidelines ensures clarity and consistency. Additionally, we use AI testing panels to review packaging performance, turning insights into smarter, more effective designs.
What shelf space do we occupy, and do we belong to a product family (or potential family)? If we know in advance that we’re designing for six varieties of gingerbread, we can increase the impact on the shelf by incorporating recurring, recognisable elements, like colours, typography, or imagery. This way, consumers recognise the brand family from afar.
We also consider how the product packaging design aligns with the brand’s family look. Does it need to stand alone or fit into a broader range? By anticipating future needs, we ensure packaging can scale seamlessly as new products are added.
Last but not least: packaging design doesn’t have to be limited to visuals. Incorporating sensory elements like touch, smell, or even sound can create a memorable and engaging brand experience, elevating your product’s impact.
“Not every brand has to look ‘green’, but they need to act green. This is even more important to the consumer today.”
From concept to execution
The design process begins with sketches and mockups, often showcasing the product within real-world settings. For example, what will the new Beaphar No Stress packaging look like on the shelf, next to competitors? This phase involves collecting input from internal teams, customers, suppliers, and distributors to ensure every perspective.
However, maintaining streamlined decision-making is critical. Too many opinions can dilute the creative impact. Once a design direction is chosen, we finalise the details while continuously cross-checking with broader branding guidelines and defined design codes.
If a product range is part of a scope, we expand the design system to accommodate multiple SKUs (Stock Keeping Units): unique product codes. We focus on creating cohesion while allowing enough differentiation to help consumers navigate the range effortlessly.
Less than 3 seconds. That's all your packaging gets!
Check if your packaging ideas stand the test and book a quick ‘no-obligation’ call with our design director Lim Sijmons.
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Integrating packaging across channels
Product packaging design doesn’t exist in isolation, it connects with a brand’s marketing and retail strategy. After completing the physical design, we often explore how it can be integrated into promotions, digital campaigns, or even spatial designs for in-store displays. For example, does new packaging translate well to video ads or online banners? Ensuring consistency across all touchpoints enhances your impact and credibility.
