Yes, you may be offering the best food and drinks products in town but if it’s in the wrong kind of packaging, it’s not going to make the grade. A big statement, we know, but let’s face it, consumers are a tough crowd to please – especially with the influence of social media.
In a recent study, 72% of shoppers admitted that if they don’t like the box, they won’t buy it. And, if you’re in business to make money (which of course you are), that’s worth noting down.
On top of that, retail packaging comes in many forms. So, whether you’re looking for a standout container for a collection of jams or want to impress with bespoke presentation boxes, the opportunities are extensive – and certainly worth exploring.
With a thirty-year background in retail display, packaging and gifting concepts, we’ve become pretty shrewd where branding is concerned. And, with a product development, sales and creative team who have their fingers on the pulse, our partnerships with our top-notch clients have grown along the way.
If you’re keen to benefit from what we’ve learnt, here’s our candid approach to designing packaging that speaks volumes.
What constitutes great branding?
Part of a strategic marketing plan, a brand is a blend of conceptual, emotional and physical factors that, together, create the perception and reputation of a product, company or service. Get it right and you’ll be on the path to building strong bonds with your customers and establishing loyalty and trust.
This unique identity comprises different elements including:
- Its core values and mission, which need to be communicated in an authentic, clear and consistent way.
- Visual components that encompass a logo, colour palette, imagery, typography and language – add tone of voice and a strong narrative and you’ll have created the character of your company.
- A focused customer buy-in strategy that strives to build reliability, positive experiences and a sense of intimacy that panders to their needs and beliefs.
- An exoteric take on your value proposition, leadership potential and idiosyncratic benefits.
Once established, your deliverables need to be actively managed and adapted. This means onboarding market trends, economic influences and consumer buying patterns by continually evaluating and improving your performance, offerings and strategies.
How to get your brand seen
When it comes to savvy strategies, focused content, leveraging social media opportunities, running paid advertising campaigns, building strong customer relationships and optimising your website and blogs are fundamental to your success.
However, the above needs to be partnered with the right kind of merchandise – because visual (and tactile) stimuli are what drives customer interaction. And that’s where personalised packaging comes into play.
In a very competitive food and drinks industry, this means embracing the fundamentals of your brand personality while thinking outside the box.
Five clever ways to captivate your consumers
To get maximum buy-in, you have to learn to read the room. Here’s how.
1. Provide convenience
With all the pressures of modern living, shoppers are looking for multi-purpose packaging that kills several birds with one stone, including time-saving features that minimise effort.
Here are some examples that fall within our wheelhouse.
Ecommerce and self-sealing boxes
If you’re running an online service, these fit in the post, don’t need to be taped up, keep their contents safe and are easy to open.
Bottle bags
Complete with removable dividers so you can use them for other things, these are sturdy enough to take six wine or beer bottles while ensuring that they don’t touch or break.
Jar carriers
Not only do these allow you to sell curations of pickles, jams or sauces, but they come with built-in handles that make transporting them easy. They’re also an excellent gift option and will elevate your seasonal countertop displays.
2. Interpret end-user values and attitudes
Food manufacturers have noted an increased demand for ready-to-eat (RTE) and ready-to-drink (RTD) consumables and also rank good deals and healthy nutrition high on their must-have shopping lists.
In terms of packaging, this ask is further extended to include environmentally friendly or reusable containers – in fact, it’s fast becoming a priority.
There’s also a need for transparency in terms of the origins, ingredients and production protocols of FMCG products, meaning that your casings need to display clear, visible messaging.
All of these aspects should be taken into account and complement your branding.
3. Opt for bold, minimalist designs
In 2025, design has veered towards simplicity... with enough of a pop (use hyper-contrasting colours) to incite enthusiasm. With viral unboxing experiences hitting the socials hard and fast, it’s all about providing the full package.
Aside from clean aesthetics, you should aim for interaction... and that means including QR codes and NFC tags in your blueprints.
4. Get branded
If you want to make that all-important impression, branding is a no-brainer. Aside from your logo and some dynamite imagery, you’ll need to keep your messaging consistent, so make it clear, relatable and impactful.
This can be done with smart copy that establishes your identity and either empathises with, motivates or challenges your audience.
The bottom line? Give your products the shelf appeal that leaves your competitors a few steps behind.
5. Diversify
Packaging is about so much more than just a can. And, to maintain a cohesive approach, you need to branch out into containers and accessories that double up as gifts and countertop display items.
Here are some of our most popular offerings:
- Tote bags: durable, visible and very much on trend, these should be at the top of your list.
- Wooden wine boxes: the epitome of refinement, not only do they enhance your shelf displays, but they also make distinguished gifts that appeal to the most fastidious of connoisseurs.
- Hamper baskets: if you want to make an impression and give your shoppers the opportunity to experience a range of your wares, this is the way to do it. Ours come in a range of shapes and sizes with brandable cotton liners.
- Ribbons, stickers, tags and tissue paper: Add some extra sparkle to those unboxing experiences by personalising your finishing touches. It’s the easiest way to leave your mark on a budget.
Almost all of our offerings can be overprinted with your unique message, ensuring that your packaging options, from transit boxes to our top luxury items, give your brand a voice.
Make a statement with WBC
We’ll bend over backwards to help you stand out, so if you’re looking for great packaging paired with input from an experienced team, contact us!
