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: define parameters, product USPs, and market position early.
- Research the market: understand packaging trends and design codes, especially within your category.
- Claim your space: use 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.
- Integrate the product packaging design with your marketing and retail strategy.
CODES AND OBJECTIVES
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.
in STORE
Designing for clarity, consistency and shelf impact
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.
to EXECUTION
From sketch to shelf
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.
ACROSS CHANNELS
Translating design into campaigns, content and retail spaces
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.
How can June2O help you?
Packaging is so much more than a product container. It’s a brand’s first impression and a powerful tool for storytelling. From initial research to shelf-ready designs, we ensure every step aligns with your brand’s strategy and emotionally connects with your audience. That’s what sets us apart as a packaging design agency. Curious to learn how our team lets your product packaging shine with the perfect design? Get in touch.
Want to let your packaging shine?
Our team helps you create designs that stand out and deliver results. Book a free 15-minute consultation with our Design Director Lim and learn how we would tackle your product packaging design.
Biography
Lim Sijmons
Lim Sijmons currently serves as Design Director at June20 and has been with the company for over 10 years. Lim has extensive experience having previously worked with agencies like TBWA and notable clients like PWC Belgium, Etex, Beaphar and Smeg. Lim’s expertise spans brand identity, webdesign, and typography, making her a versatile and skilled design director.
