Branding through Packaging

A retail brand redesigned their packaging last month. Same product. Same price point. Same distribution channels. Sales increased 340% within six weeks. What changed? Visual storytelling that connected with customer needs. I understand how overwhelming packaging redesign feels when balancing aesthetic appeal with functional requirements. Your brand identity matters deeply, and effective packaging communicates value before customers read a single word. The breakthrough came from understanding customer decision-making at the shelf. Four design principles that transform packaging into sales drivers: First, establish clear product hierarchy through visual weight. Bold graphics highlight premium offerings. Lighter designs signal entry-level options. Weight distribution guides customers toward products matching their budget expectations. Second, use texture patterns that communicate product benefits. Smooth surfaces suggest refined formulations. Textured elements indicate strength or durability. Tactile cues reinforce product positioning through physical interaction. Third, position key information within the customer's natural scanning pattern. Eyes move left-to-right across packages. Place critical benefits in high-visibility zones. Information placement determines what customers notice first. Fourth, create unboxing sequences that build anticipation. Layer reveals generate emotional engagement. Progressive disclosure maintains interest throughout the opening experience. Structured unboxing transforms routine purchases into memorable moments. The brand applied these principles to redesign their entire product line. Customer retention improved 85% alongside the sales increase. Design choices directly influenced purchasing behavior and brand loyalty. Your packaging speaks before your product performs. From my perspective, successful packaging design requires understanding customer psychology at the point of purchase. What packaging element most influences your buying decisions when comparing similar products?

As we started the new year, we have seen a lot of brands want to elevate, refresh, or redesign their packaging. With shelf space (both physical & digital) becoming more and more competitive, brands are looking for that edge to stand out against the influx of competitors. What many brands fail to understand is that their packaging is more than just a container—it’s your brand’s first impression, a silent salesperson on the shelf, and a direct line to consumer perception. If you're considering a packaging overhaul, here are four critical steps to ensure your new design truly connects with your audience: Start with Data & Insights Before a single design is developed, leverage consumer insights and category data to understand what’s driving purchase decisions. What do your customers love about your current packaging? What’s causing friction? What are your retail partners saying? Competitive analysis and shopper behavior trends should guide your strategy—not just aesthetics. Define Your Brand Story Great packaging isn’t just beautiful—it tells a story. Whether it's sustainability, ingredient transparency, or a bold personality, your packaging should visually and verbally reinforce what makes your brand unique. Every design element, from color to typography, should be intentional. You want your customers to be proud to have your product on their countertop, in their pantry, or shopping cart. Balance Creativity with Functionality A stunning design means nothing if it’s not practical. Consider factors like shelf visibility, ease of use, sustainability, and regulatory requirements. The best designs don’t just stand out—they also make life easier for consumers. Product form factors require specific packaging to create a meaningful consumer experience. Test, Iterate, and Validate Don’t launch blind. Conduct A/B testing, gather consumer feedback, and validate your design before full rollout. Packaging is a powerful conversion tool—make sure it’s doing its job effectively. The bottom line when it comes to a packaging refresh: It isn’t just about a new look—it’s about aligning your brand with consumer expectations and market demands. Data-driven design leads to stronger connections, higher sales, and lasting brand loyalty. There is nothing that frustrates me more than walking a store and seeing an entire category of "me too" packaging that all looks the same, feels the same, and blends together. BE BOLD. Thinking about a packaging overhaul? I'd love to talk through this process in more detail. Selfishly, if your brand can help my future shopping experiences be more visually enjoyable, I am here to help. ⚡

When packaging becomes part of you Wearable packaging is no longer a futuristic concept it's a growing design frontier that merges functionality, fashion, and emotional connection. Beyond the shelf: packaging you can wear From fragrance necklaces to ring-shaped lip balms and refillable compacts designed like jewelry, beauty brands are transforming packaging into accessories. The product becomes not just something you use, but something you wear turning daily rituals into statements of identity. Why it works In a world saturated with options, wearable packaging offers immediacy, memorability, and emotional value. It adds a layer of meaning: a perfume worn around the neck is not just a scent, it’s a story you carry. A lipstick shaped like a pendant becomes both utility and ornament. It taps into consumers’ desire for customization, portability, and aesthetic expression particularly among Gen Z and Millennials who seek objects that are both functional and symbolic. A new layer of storytelling Wearable formats create a deeper connection between brand and user. They’re conversation starters, collectible, and often more sustainable built for reuse and ritual, rather than discard. Design becomes not only a visual differentiator but a tactile, emotional experience that enhances the perceived value of the product. From beauty to fashion and back again This blurring of categories also opens doors to cross-industry innovation. When beauty products act like accessories, they enter the realm of fashion making room for brand collaborations, limited editions, and viral potential on social media. It’s no longer just about packaging design. It’s about presence. Relevance. And creating a product people don’t want to put away — they want to put on. Featured brands: Rhode Bubble Yepoda Laneige #WearablePackaging #CosmeticAccessories #FragranceOnTheGo #LuxuryPackaging #EmotionalDesign #GenZBeauty #FutureOfBeauty

HOW KIRKLAND OUTSMARTS BIG BRANDS—A MASTERCLASS IN PRIVATE LABEL STRATEGY When I visited Costco recently to pick up my usual Kirkland Signature Ibuprofen, I noticed something odd: two Kirkland options. One came in an orange bottle with round tablets, the other in a blue bottle with elongated ones. ❓ Was there a difference in formulation? Nope. But there was a strategic stroke of genius. The blue bottle mirrored Advil. The orange mimicked Motrin. Same Kirkland product, different packaging cues — each designed to trigger immediate brand recognition and comfort among loyal buyers of those legacy brands. This is private label sophistication at its best. It’s not just about offering a cheaper alternative (though Kirkland's version was ~40% less). It’s about lowering psychological switching costs by mimicking visual and functional design cues consumers already trust. 👉 This subtle packaging strategy increases the chance of perceptual generalization — getting consumers to confidently choose Kirkland because it feels like the brand they already know. Smart, simple, and powerful. What other examples have you seen of retailers using clever design to win over national brand buyers? If you enjoyed this, share it with others and follow me, Jan-Benedict Steenkamp, for more writing. #RetailStrategy #PrivateLabel #BrandMarketing #Costco #ConsumerBehavior #PackagingMatters

Packaging does more than just protect a product—it can spark curiosity, create efficiencies, and drive trial. In today’s retail landscape, the packaging strategy you choose plays a massive role in the shopper experience, supply chain performance, and brand perception. Here's a breakdown of some of the most common packaging types we help our clients navigate: 📦 Industrial Packaging This is your first line of defense—brown boxes, stretch wrap, pallets, corner boards. It’s not sexy, but it’s essential for keeping products safe from point A to point B. It’s also where smart brands start thinking about sustainability and cube optimization. 📬 Subscription Box Packaging Here, the unboxing experience is everything. It’s less about protection, more about presentation. Custom inserts, branded interiors, QR codes, and surprise-and-delight moments create loyalty and fuel organic social sharing. 🛒 Retail Ready Packaging (RRP) Designed to go straight from the truck to the shelf with minimal effort from store associates. These packages are clean, shoppable, and functional—helping stores keep up with demand and helping brands win the aisle. 🍬 Trays & PDQs (Pretty Darn Quick displays) Perfect for new product launches, seasonal flavors, or impulse categories. Think convenience stores, front-of-store placements, or anywhere grabbing attention quickly matters. 🧱 Endcaps, Half-Pallets & Floor Displays This is where big brand moments happen. These displays command attention in high-traffic zones like Walmart, Sam’s Club, or grocery. It’s a chance to tell a story, cross-merchandise, and move volume—fast. From the warehouse to the doorstep to the end of the aisle… every packaging decision should be intentional. 👉 So what packaging type are you exploring next? 👉 What’s worked for you in-store or DTC? Let’s talk strategy and execution. #Packaging #RetailExecution #ShopperMarketing #TheRetailDude Bay Cities helps brands win at retail with high-impact packaging and displays that drive sales. We solve challenges like tight timelines, retailer compliance, and standing out in crowded aisles. With 65+ years of experience, we deliver end-to-end solutions that get products noticed and moving off shelves. We work with top retailers like Walmart, Sam’s Club, Costco, Target, and more—helping brands succeed wherever they sell.

🧠  DOES YOUR BRAND HAVE A SHAPE? (Or are you still betting everything on your logo?) Neuroscience and branding agree on one thing: before the brain listens, it looks. And if the shape of your product or pack doesn’t match your brand promise… everything else is noise. In a new study, we analyzed the unconscious perception of real-world packaging. What we found: ❌ Great products perceived as generic. ❌ Premium values lost in industrial design. ✅ +42% improvement in value-brand alignment after redesign. Packaging is the first neuron of your brand. If you get it wrong, no amount of clever copy can fix it. I wrote an article with data, visuals, and a research-backed framework that every brand strategist should know. Read it here and tell me this: Would your brand be recognized… without a logo? #branding #neuromarketing #packagingdesign #consumerperception #neuroscience #neuralisys #brandidentity