Creating luxury packaging requires a considered balance of elegance, innovation, and functionality. Whether it's for high-end fashion, gourmet treats, or delicate jewellery, the art of packaging can elevate an entire brand experience.
From contemporary design to incorporating individual finishing touches, these insights will guide you in capturing the essence of opulence while ensuring your product is perfectly protected and presented with style.
This article explores the 5 top tips to consider when creating luxurious packaging.
Packaging has a big responsibility - to capture attention and attract interest. As the potential customer picks up your product their eyes will scale over your brand colours and design, read the text you wrote and feel the material you chose in their hands.
After a successful purchase, once they leave the store the item will be showcased in a gift bag or box and therefore unconsciously to anyone who happens to glance their way and see it. If the item is a gift, the recipient is also introduced to your design choices and your packaging continues to make impressions along its journey.
Thinking about your packaging from all angles is incredibly important. Consider the overall look, feel, finishing touches, and how you feel when looking at it and holding it because this is what will be communicated to everyone else.
First impressions matter, and you only get one.
Extravagant packaging with excess plastics or paper is no longer necessary, or desired.
Innovative design can reduce the amount of packaging required and still perfectly protect your product. For example, clever folds and creases in a gift box can remove the need for adhesives. A lighter-weight paper can be used for a gift bag if a slim card is added to reinforce the top and bottom. Brochures with product care information can be replaced with a QR code.
Compact luxury thinks creatively about materials, space and design.
Luxury is often associated with abundance, sumptuousness and wealth. A rich environment of indulgence and pleasure, but fundamentally luxury represents quality. Sustainability also represents this, alongside durability and authenticity.
Brands can make a powerful statement by considering the life cycle of their packaging materials. There is a selection of recyclable, biodegradable and compostable materials to choose from. Alongside the traditional materials such as textured and kraft papers, we have unusual materials like seaweed paper and Paptic® which appeal to customers for their distinctive look and feel.
Developing an environmentally-conscious brand, and showcasing it through packaging choices, builds trust and helps to form connections with an ever more conscious consumer. Sustainability is on the rise, and luxury brands have an influential role to play. Closing the perceived bridge between luxury and sustainability is imperative in allowing the two concepts to harmonise.
An unboxing experience is more than revealing a product, it’s a carefully choreographed sequence that builds anticipation. Several senses come into play. The visuals from the colours, the touch of premium materials, and perhaps added AR features all add to the heightened expectation of revealing what is inside.
Brands invest in this experience to evoke emotions in their customers, focusing on attention to detail, adding clever touches and hidden easter eggs. More and more people are sharing their lives online, and for distinctive brands with packaging that is especially innovative or beautiful, there is an opportunity to be a part of that.
The unboxing experience is often an integral element of modern packaging, transforming what was once a simple action into a shared narrative.
Authenticity and diversity are celebrated now more than ever.
People are shopping on personal values, and brands are responsible for openly communicating theirs to help create an emotional and aligned connection with their customers.
Packaging is a powerful marketing tool, and when executed well can have an exceptionally positive impact on your brand. Design has the power to stir emotions, and consistent design builds recognisability and trust, reinforcing your brand identity. Customised packaging with personalised details and finishing touches enhances the customer’s experience of your product and develops this connection.
Following these tips creates packaging that showcases you authentically. Standing out from your competition, choosing innovative design, embracing sustainability, creating an experience for your customers and showcasing your values result in the very best luxury packaging for your brand.
Creating a narrative and deciding on your messaging is first.
We work with clients across a variety of sectors and discuss their vision for how they wish to encase their products. Using an in-house graphics team that understands brand aesthetics and how to communicate it through packaging is highly beneficial for creative ideas or simply for advice and guidance.
Then the packaging process begins, from design, production, logistics and delivery - all factors leading up to that person holding your product in their hands. The ultimate aim is for us to create the very best packaging solution that your current and future customers will find irresistible.
Get in touch to discuss your thoughts and ideas for your next luxury packaging, we’d love to hear from you.