How to choose the right packaging for your brand

Whether you’re creating a retail-ready gift set or preparing bespoke packaging for corporate clients, the right packaging can elevate your offering, add perceived value and build lasting brand loyalty. In the post, we’ll guide you through the key factors to consider when choosing gift packaging that aligns with your brand’s values, customer expectations and commercial goals.

Understand your brand identity

Before selecting packaging, it’s essential to have a clear understanding of your brand’s identity. Are you positioning yourself as a luxury brand, an eco-conscious business or a more fun and creative brand? Your packaging should reflect and reinforce these attributed at every touchpoint.

For example, a premium food brand might opt for rigid boxes with metallic accents, while a sustainable skincare company may lean towards recycled Kraft packaging with minimalist design. Consistency across your packaging, product and wider brand message helps build trust and makes your brand instantly recognisable. Think of your packaging as an ambassador for your brand, it should tell your customers what your values are before they even open their gift.

Know your target customer

Effective gift packaging doesn’t just reflect your brand, it also speaks directly to your customers’ tastes, preferences and expectations. Understanding who your ideal customer is will help you choose packaging that resonates with them on a deeper level. Are they drawn to eco-friendly, understated designs or do they expect a premium, luxurious unboxing experience?

For example, corporate clients may prioritise sleek, professional presentation with subtle branding, while retail shoppers might respond better to bold, eye-catching packaging that stands out on the shelves.

By aligning your packaging choices with your customers’ values and buying behaviours, you’ll enhance their overall experience and increase the perceived value of your product.

Consider practical requirements

While aesthetics and branding are important, your packaging also needs to be practical and fit for purpose. Consider the size, weight and fragility of your product – does it require any protection during transport, or will it be displayed on a shelf where visual appeal takes priority.

Think about how the packaging will be stored, stacked or shipped, especially if you’re distributing at a large scale. For food and drink items, materials need to be food-safe and/ or moisture resistant. It’s also worth factoring in ease of assembly and whether the packaging needs to accommodate labels, inserts or other marketing materials.

Striking the right balance between functionality and presentation ensures a smooth operational process while still delivering a great customer experience.

Choose the right materials

The material you choose for your gift packaging has a significant impact on both perception and how well that product is going to perform. It should align with your brand values, meet practical requirements and appeal to your target audience.

For example, natural materials like Kraft gift boxes, wooden bottle boxes or wicker hamper baskets convey sustainability and artisanal quality, while rigid board or magnetic boxes suggest a touch of luxury and exclusivity.

If you’re creating hampers of gift sets, wicker baskets and wooden crates offer a reusable and premium presentation. Consider factors such as durability, eco-friendliness and cost when selecting materials, especially if producing in volume.

At Gadsby, we only source from factories we trust with sustainability and cost as the two major factors. That’s why we received B Corp certification in 2024 and why we’re able to offer discounts across all our product lines.

Branding opportunities

Gift packaging is a powerful marketing tool, offering a great way to communicate your brand story or who you are as a business. From custom-printed boxes and branded sleeves to subtle touches like ribbon, swing tags or logo stickers, there are numerous ways to customise your packaging and create a distinctive look.

Branded packaging, as we’ve said before, helps reinforce recognition, enhances perceived value and encourages customers to share their experience, especially on social media. Depending on your budget and scale, you can opt for fully bespoke solutions or customise off-the-shelf packaging with cost-effective branding elements.

We offer a range of branding option including hamper stencilling, hamper liner printing, ribbon printing and more. We also have our own design team and bespoke services if your business wants to order a product completely unique to your brand and in high volumes.