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Packaging that unboxes your brand’s potential

Walk down any aisle and you will find the same thing: a wall of packaging, all screaming for attention. Bold colours fighting for dominance. Minimalist designs stripping away every cue. Loud claims that feel increasingly hollow.

The irony? When everyone stands out, no one does. Your customer, scanning the shelf in under three seconds, is left without a single helpful signal.

Effective packaging design is not about being the loudest. It is about being recognised, earning trust and capturing attention, without a shadow of a doubt.

Your packaging design only has 3 seconds.

Consumer psychology is clear on this: buying decisions happen fast and often instinctively. Dr. Byron Sharp’s research shows that distinctive brand assets – consistent colours, shapes, typography, imagery – are what trigger recognition and purchase.

Yet across food, fmcg, beauty, and specialty retail, brands continue to obsess over uniqueness. They launch limited-edition redesigns and line extension products that lack any reference to the parent brand.

 

The result?

Products that are individually stunning, but collectively invisible. It is the kind of design that looked great in a presentation product mockup, only to vanish the moment it hits a real shelf.

This is the consistency trap nobody talks about. The brief says “stand out.” The psychology says “be remembered.” Those are not the same instructions.

A colour used without exception. A shape that’s the same across a line extension. A typographic tradition that does not get redesigned because a new trend arrived. These are not creative constraints, they are the essence of brand building.

Our packaging design process: strategy first, design second.

Most packaging agencies start with aesthetics.

June20 starts with a visit to the store.

What does the category look like? What are common cues for this category? Who is your buyer? How do they shop? Offline and/or online? Only when those questions are answered do we open a sketchbook.

From briefing to shelf in five steps

  • Intake & strategy: target audience, competitive landscape, shopper psychology, category cues
  • Creative concept: translate your brand DNA and market insights into a visual language your buyer recognises before they even read a word, benchmark check
  • Design & refinement: typography, colour, imagery, on-pack copy in your tone of voice and that appeals to your target audience
  • Technical & regulatory: legal requirements (BE, NL, FR, EU), prepress, barcode, traceability
  • Launch & rollout: packshots, 3D visualisation, eye attention scan, e-commerce imagery, line extensions, brand guidelines

Case: Beaphar: packaging design on a global scale

Beaphar is one of our longest-standing partnerships. We built their packaging system from scratch. It’s a comprehensive framework integrating strategy, brand identity, category architecture, typography, colour, and photography.

Today the portfolio spans more than 1,500 products across 86 countries. This is realised through close collaboration with Beaphar’s internal teams and supported by an automated system that keeps this massive volume of assets manageable. The result? A brand that is instantly recognisable on every shelf, in every market.

Also interested in a recognisable brand like Beaphar?

Packaging design by June20: our approach unpacked

June20 can be your full-service packaging partner, or step in at exactly the stage where you need us.

Packaging strategy

Positioning, naming, product architecture, competitive analysis, shopper psychology, creative briefing, benchmark testing, AI insights…

Packaging design

Primary and secondary packaging, product family architecture, line extensions, retailadaptations (FSDU, shelf-ready, display). Always a minimum of two creative routes.

Regulatory & technical

Legal compliance per market, nutritional panels, barcode and batch information, prepress preparation, print supervision. We handle the details so you do not have to.

Digital packaging

Packshot photography, 3D visualisation and mockups, e-commerce imagery (Amazon, Bol.com), AR-ready visuals, social media adaptations. Packaging that works as hard online as it does in store.

Brand & packaging management

Packaging guidelines, version control, asset management, onboarding of printers and production partners. Consistency across markets, across years, across products.

Creative messaging & storytelling

Capture your audience’s imagination with creative messaging and storytelling that touches their hearts. Our narratives are crafted using both creative expertise and audience research, ensuring that your message not only conveys your brand’s values but also deeply engages and inspires.

On- and offline advertising

Reach your audience wherever they are with our integrated advertising strategies. We design and execute on- and offline advertising campaigns that drive emotional connections, brand awareness, engagement, and conversion across all relevant channels, with strategies informed by market data and consumer insights.

Packaging design: common questions answered

What is packaging design and why does it matter?

Packaging design is the process of creating the visual and structural identity of a product’s container, everything from shape and material to colour, typography, and on-pack messaging. It matters because your packaging is often the first physical moment a buyer encounters your brand. That moment is where branding becomes tangible, sometimes it’s even the only touchpoint a consumer has, and it can determine whether a product is picked up or passed by.

Award-winning packaging is designed to impress other designers. Good packaging is designed to get bought by your audience. June20 rather wins customers than trophies. That means balancing creativity with clarity, distinction with recognition, and aesthetics with genuine commercial intent.
Every project starts with a deep intake: your brand, your market, your competitors, and your buyers. We research before we design, so that every creative decision is grounded in insight rather than personal taste.
Yes. We manage regulatory compliance per market (Belgium, Netherlands, France, and broader EU), adapt packaging for different retail environments, and maintain a consistent brand identity across all of them.
Sustainability in packaging goes beyond choosing recycled materials and reducing materials. It also means designing packaging that lasts: a clear visual system that does not need to be redesigned every two years, brand assets strong enough to survive trend cycles, and structural choices that minimise waste. Giving consumers what they expect from sustainable packaging is a balance between aspiration and recognisability.
Online is where many packaging designs quietly fail. A design that reads beautifully on a shelf can become invisible at thumbnail size, without the tactile qualities that make it feel premium. We design packaging with the full channel mix in mind, producing 3D visualisations, packshots (standalone and on a shelf), and e-commerce-ready imagery as part of the same process.
We are a strategic brand partner that executes that strategy into reality. That means we think about positioning and shopper psychology, but also handle all preproduction when requested. Because we’re full service, we can check whether your design will resonate on a 20m2 OOH, in a webshop, on DCO ads, in an Instagram reel or in a stuffed magazine.

Ready to rethink your packaging design? Then you need to talk to Lim.

Lim Sijmons is our Design Director and has been helping brands find their packaging identity for years. Whether you are launching a new product, rethinking an existing range, or wondering why your packaging isn’t hitting the mark, a chat with Lim costs nothing and will likely give you exactly the energy you need to take the next step.

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Lim Sijmons on branding, packaging and why consistency beats creativity.
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