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Brown Knight & Truscott Blog

Perfect Packaging Design

Jul 27, 2021 10:05:30 AM / by Wendy Barton

Packaging Design

How you 'wrap-up' your products will determine whether the product will attract the attention of the right consumer and also influences their desire to purchase.

So if you are preparing for new packaging design or redesign, a very important process awaits you and the foundation of that process is the design brief.

The packaging design brief creates a bridge between you and the design agency.  A simple, well written design brief can make your collaboration easier and more efficient.

We have compiled a list of relevant tips on how to write a great packaging design brief that will provide you with guidance and inspiration along the way


BKT Logo crop 2Write a concise brief

A design brief shouldn't follow a perfect pattern but should be defined and concise whilst delivering all the necessary information for producing a new design.  Provide enough detail for clear cooperation but not too many to create confusion.


BKT Logo crop 2Who is your brand?

To create a packaging design that perfectly fits with your brand's mission and values your need to introduce your brand.

Include basic information about your brand, such as:

  • Brand's morals, values and culture
  • Brand's mission
  • Your unique selling proposition (USP)

Designing for a brand that has a long and established reputation as opposed to a startup that needs to stand out in the marketplace is a huge difference in creativity.

Besides context on your brand you also want to introduce your product.

  • What is your product?
  • What makes it unique?


BKT Logo crop 2Explain your goals

Whether you are launching a new product or freshening up the packaging on the old one, there must be some objectives that you want to achieve.

Do you want customers to notice the product even if it's on the bottom shelf?  Do you want to attract more VIP customers?  Be very specific about your goals.


BKT Logo crop 2Provide information on competitors

Giving some information on your competitors can help the agency grasp what they are up against.  Let them have a preview of what's happening in your chosen marketplace.

Include some examples of competitors' packaging that you want to overshadow.  Also, share what their product positioning is.


BKT Logo crop 2Production & Manufacturing

How your packaging will be produced and what materials also affects the design.

Share information with your designer, such as:

  • The size, shape and dimensions of the packaging
  • Legal language and/or icons that must be displayed on the packaging
  • The cost per unit
  • Quantity to be produced


BKT Logo crop 2Express your style and direction

The fun and creative part of your brief should include your desires and ideas for the packaging design.

Express some direction to your agency to avoid misunderstandings on your view of the final design.  Do you want a modern showy classic design or a nature orientated design?

Predefine design elements that you want to be included:

  • Brand's logo
  • Elements of design that will be consistent in all product variations
  • Standard brand colours that you want to be incorporated
  • Fonts that you like
  • Copy that you want the package to incorporate

Additionally, including examples of packaging that you like will be helpful to your designer.


If you are unsure of where or how to start your packaging design, seek the advice of our client services team who can determine the best design strategy for your organisation - contact us.


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Tags: Digital Print, Print, Litho Print, Packaging, Fulfillment

Wendy Barton

Written by Wendy Barton

Wendy Barton, Marketing Manager at BKT – Brown Knight & Truscott, is a results-oriented leader with 25+ years of experience in driving demand, branding, and thought-leadership strategies for high-growth printing companies.