The Impact of Branding on Product Packaging

The origin of the word “Brand” is derived from the word “Norse”, meaning “to burn”. Historically, artisans used burning techniques to imprint their marks on goods and packaging, facilitating easy recognition by consumers. 

A brand can easily communicate its recognition through compelling packaging designs to attract customers. Hence, businesses strategically position their products with distinct logos, packaging, and catchy slogans to make them stand out.


For example, McDonald’s Happy Meal packaging is specially created to target children. Their product packaging makes them quickly remembered and in demand among children. 

In this article blogs, businesses can learn how Product and Branding can work together to help companies strengthen their position and flourish successfully in the market.

Branding and its Connection with Product Packaging

Packaging and branding go hand in hand and are crucial for businesses in the sales process. Packaging draws consumers to a product and leverages that interaction to establish a positive initial impression of the brand. What keeps that first impression lasting is branding. It sets a product apart from comparable products on the market and forges enduring connections with your company. 

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When done correctly, packaging is the ideal fusion of form and function. Brands should pay attention to packaging because it affects everything from engineering and protection to marketing and brand differentiation.

For example, Luxury brands like Louis Vuitton excel not just in their products but also in the entire unboxing experience. Unboxing the product itself adds an extra delightful experience. This makes the customer feel appreciated and elevates the brand beyond just the product.

How does packaging influence Brand Success?

The range of feelings a customer goes through as they reach for the box and begin to open it is known as the “unboxing experience.” 

Packaging serves far more purposes than merely keeping a product safe. It’s a crucial marketing tool that enhances branding, highlights the product’s best qualities, and gives customers an unforgettable experience. 

Packaging Strengthens Brand Identity

Any brand’s marketing plan must include a good packaging design. A consumer must see a brand five times on average before becoming aware of it. Incorporating your logo and distinctive brand guidelines (such as colors and fonts) into your packaging design is crucial. According to a Loyola University Maryland study, color can make a big impression, “increasing brand recognition by up to 80 percent.” So, add a colorful and attractive packaging style to strengthen your brand identity.  

Packaging Provides Functionality

In addition to being aesthetically pleasing, packaging needs to be functional. Ensure that the packaging is strong enough to protect the products from any external weather conditions or during transport without being challenging for customers to use. 

Think about how much your packaging needs to be easy to use, tamper-proof, shock-absorbent, and sturdy. There are several ways that packaging can offer protection: it can use corrugated cardboard, adhesive strips, void fillers, bespoke box inserts, and more. 

Communicates Critical Information and Values

Packaging should be creative and enhance brand image, but it should also clearly convey important information like the product’s purpose, value proposition, and contents. Packaging should ideally provide information without compromising its aesthetic appeal.

Client Example


Fuel Sneaker Branding: Vowels collaborated with Fuel Sneaker on their package design. We provided the client with innovative packaging designs that could attract Gen Z and Gen Alpha audiences. We paid detailed attention to color schemes, typography, and packaging style. We aimed to provide packaging that is strong enough to protect the product and looks compelling at the same time.

Visual Identity vs. Physical Presentation

Visual Identity

  • Make a Significant Impact by Being Minimalist: Minimalist packaging design is gaining much attention for its simplicity and visual appeal. It brings a sophisticated touch while providing clarity about the product. Using fewer materials and shapes can create an elegant, clean look that attracts attention. Using vibrant colors can help a product stand out on the shelf and attract customers’ attention.
  • Environmental Kindliness: Businesses can accomplish visual identity and a good presentation through eco-friendly package design. By opting for recyclable, biodegradable, or sustainably sourced materials, businesses contribute positively to the environment. Additionally, utilizing more effective packing techniques and reducing unnecessary layers of materials supports sustainability and helps minimize waste.

Physical Presentation

Renowned designer Lindon Leader gave the finest advice: be clear and concise. Stand out from the monotonous visual clutterness consumers encounter daily in supermarkets, shopping centers, and advertisements. Loudness is only sometimes necessary to get noticed. 

Try adding grid alignments in your layouts. The grid-like patterns in urban and natural environments are well-known to our brains. So, add these grid designs to three or four-column structures to look more visually appealing. 

Moreover, avoid cramming as much information as possible onto the packaging. Instead, use white space to draw attention to critical elements and highlight other features that never go out of style.

Texture can also be applied in various ways. Die cuts, window cutouts, embossing, laser cutting, and other techniques are just a few ways to use cutouts in your packaging designs.

Work with Vowels

Developing the identity and image of your brand starts with the package design. Vowels is an experienced branding agency that can assist you with all your packaging and branding choices from beginning to end. Our expert team offers astute and prudent answers to all your branding problems. To discuss your needs, please contact us, and we will be pleased to help.


Q. What effect does packaging have on branding?

Ans. Carefully considered packaging also boosts credibility and fosters customer trust in your business and the goods you sell.

Q. What is branding for a product?

Ans. Developing a brand for a stand-alone product is known as product branding. The branding gives the product its own identity. So, even if a consumer has yet to have a personal experience with a product, it knows what to expect just by looking at the brand packaging of the product.

Q. What part do labels and packaging play in branding?

Ans. Because they provide comprehensive information on the cost, quality, quantity, usage, ingredients, and features of the products, packaging, and labeling directly impact sales and profits. Additionally, they feature the brand’s logo and message, which increases recall value and makes it easier for customers to locate the product.