How Custom Packaging Changes How We Think About Brands?

What is custom packaging?

Custom packaging has revolutionized the way we perceive and interact with brands. Gone are the days of generic, one-size-fits-all packaging solutions. Today, businesses recognize the importance of creating a memorable and impactful brand experience from the moment a customer receives their package.

Custom Packaging Boxes offer endless possibilities for businesses to differentiate themselves, leaving a lasting impression on consumers and influencing their perception of the brand. This article explores how custom packaging has changed the way we think about brands, highlighting real-world examples to illustrate its power and effectiveness.

What is custom packaging?

Custom packaging is any type of packaging that is designed specifically for a product or a brand. It can include different materials, shapes, sizes, colors, graphics, logos, labels, and more. Custom packaging boxes can be used for various purposes, such as:

  • Enhancing the product’s appearance and functionality. For example, custom packaging can make a product look more attractive, elegant, or fun. It can also make it easier to use, store, or display.
  • Differentiating the product from competitors. For example, custom packaging can help a product stand out on the shelves or online by highlighting its unique features or benefits.
  • Creating a memorable unboxing experience. For example, custom packaging boxes can surprise and delight customers by adding extra elements such as tissue paper, stickers, ribbons, thank-you cards, or samples.
  • Building brand awareness and loyalty. For example, custom packaging can reinforce the brand’s identity and message by using consistent colors, fonts, and images. It can also encourage repeat purchases and referrals by creating a positive impression and relationship with customers.


1.   Unforgettable First Impressions:

Custom packaging allows brands to make a striking first impression. By incorporating unique designs, colors, and materials, businesses can create a sense of anticipation and excitement when customers receive their packages. For instance, luxury fashion brands like Gucci and Louis Vuitton use bespoke packaging adorned with their iconic logos and signature motifs. Opening such a package becomes an experience in itself, reinforcing the brand’s exclusivity and desirability.

2.   Brand Storytelling:

Custom packaging boxes provides an opportunity for brands to tell their story visually. Through carefully crafted packaging elements, businesses can communicate their values, mission, and personality. For example, sustainable beauty brand Lush uses eco-friendly packaging made from recycled materials to reflect its commitment to the environment. By aligning their packaging with their brand ethos, Lush establishes a deeper connection with eco-conscious consumers who appreciate their sustainability efforts.

3.   Personalization and Emotional Connection:

Custom packaging enables brands to personalize the customer experience. Adding personal touches, such as handwritten notes, customized labels, or tailored inserts, creates a sense of exclusivity and strengthens the emotional bond between the brand and its customers. Subscription box companies like FabFitFun excel in this aspect by curating personalized packages based on individual preferences, making customers feel valued and understood.

4.   Influencing Perceived Value:

Custom packaging can elevate the perceived value of products. By investing in high-quality materials and sophisticated packaging designs, brands can position their offerings as premium and worth paying a higher price for. Apple’s sleek and minimalist packaging for its devices exemplifies this concept. The attention to detail and luxurious feel of the packaging align with the brand’s reputation for producing top-tier, cutting-edge products.

5.   Word-of-Mouth Marketing:

Strategic custom packaging has the potential to generate buzz and encourage social sharing. Unique and Instagram able packaging designs can motivate customers to showcase their unboxing experiences on social media, effectively becoming brand ambassadors. Glossier, a beauty brand known for its minimalist aesthetic, successfully leverages this phenomenon by creating packaging that is instantly recognizable and highly shareable, amplifying its reach and attracting new customers.

How It Changes How We Think About a Brand?

Custom packaging boxes can have a significant impact on how we think about brands. 52% of online shoppers say they are more likely to make repeat purchases from a brand that delivers premium packaging. Moreover, 40% of online shoppers say they would share an image of their purchase on social media if it came in branded or gift-like packaging

This shows that custom packaging can increase customer satisfaction, loyalty, and word-of-mouth.

Custom packaging can also influence how we perceive the quality and value of a product. 72% of consumers agree that the design of a product’s packaging often reflects the quality of the product itself. Furthermore, 61% of consumers say they are more likely to buy a product if it comes in sustainable or eco-friendly packaging.

This shows that custom packaging can enhance the perceived quality and value of a product. Custom packaging can also create an emotional connection with customers. 69% of consumers say they feel more excited when opening a package if it comes in unique or branded packaging. 44% of consumers say they feel happy when receiving personalized or customized packages.


Custom packaging has fundamentally transformed how we perceive and engage with brands. It goes beyond mere protection and containment of products; it has become a powerful tool for brand differentiation, storytelling, personalization, and creating emotional connections with consumers.

Through careful attention to packaging design and materials, businesses can leave a lasting impression, influencing brand perception, and ultimately driving customer loyalty and advocacy. The examples discussed demonstrate the immense impact custom packaging boxes can have on shaping the way we think about brands in the digital age.

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