The power of branded packaging
In a world where customer expectations are rising and brand loyalty is hard-won, the way a product arrives can make a difference to your consumers.
An unboxing experience is not just about product protection and accessibility; it also offers a powerful marketing tool that is often underutilised.
Branded packaging allows businesses to connect with customers on a personal level. A consumer’s experience can help reinforce brand identity and make a lasting impression.
If you’re looking for proof? Our Unboxing Survey continually proves that experience matters to today’s online shoppers.
In this blog, we’ll explore how unboxing videos have become a digital phenomenon and why they remain relevant today. We’ll also look at how branding can positively impact customer experience, and the quick wins you could utilise, so you’re not missing out.
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What is branded packaging?
Branded packaging refers to packaging materials that carry a visual or tactile element of the brand’s identity, such as logos, colours and motifs. This strategic marketing tool is used to promote the business, making it stand out and creating a memorable experience
There are various types of branded packaging to choose from, including custom-printed boxes, bags and labels. It can be bold or subtle, eco-friendly and premium – what matters is that it reflects your brand and enhances the customer’s overall experience.
Think of it as a free marketing tool you can use to build trust and drive repeat purchases. It’s basically a win-win!
Why unboxing still matters in 2025
Unboxing videos are a cultural phenomenon that originated in the mid-2000s, coinciding with the rise in popularity of YouTube. If you also consider retail ecommerce, as this year sales worldwide are estimated to exceed $4.3 trillion, it’s unlikely that the unboxing trend will slow down.
As a result of increased online ordering, physical at-home unboxing events have replaced the in-store experiences of the past. It offers businesses the opportunity to curate a moment for people who have already invested in the brand, buying products or services.
That’s why we run our annual Unboxing Survey to uncover how packaging influences customer behaviour and what makes an unboxing experience memorable.
Last year’s survey revealed that:
- 56% of consumers say branded packaging would encourage them to buy again
- 58% said their products arrived in branded packaging
- 42% of retailers were not utilising branded packaging
The results are clear: packaging has a direct impact on customer perception and purchasing decisions. With the 2025 Unboxing Survey now live, we’re once again gathering insights to help businesses refine their packaging strategies.
How branding can impact customer experience
Packaging can be a powerful tool that reaches a customer during a critical moment, when they receive your product. It may even be the first touchpoint a consumer has with your brand, so creating a lasting impression should be a priority.
Branded packaging can:
- Communicate your brand values: think about sustainability or curating a sense of community with user-generated content
- Add a sense of luxury or care: if you’re a luxury brand, this needs to be considered to support a coherent journey
- Create a cohesive experience from website to delivery: adapting touchpoints to tell one story strengthens your branding
A thoughtfully designed unboxing experience can ultimately make a significant difference in sales, from attracting new customers to retaining existing ones.
Quick wins
While fully branded boxes can be a fantastic investment, they often come with longer lead times and high minimum order quantities (MOQ), which may not always be ideal for growing businesses or those needing a fast refresh.
The good news is that there are numerous easy ways to incorporate branded elements into your packaging. They still leave a strong impression on customers and are faster to implement.
Here are some quick wins to consider:
- Custom-printed tape – A cost-effective way to add branding across a range of box sizes without investing in custom cartons
- Branded stickers or labels – Perfect for sealing tissue paper or adding logos and messages to plain packaging
- Printed tissue paper or kraft paper – An easy way to add a layer of branding and luxury inside the box
- Thank-you cards or flyers – Reinforce brand personality, promote loyalty schemes or direct customers to leave reviews
These options offer a faster route to market and are often available with lower MOQs. This means you can help you trial branded packaging without a complete redesign, saving your business time and money in case tweaks are required.
They’re ideal for seasonal promotions, limited product drops or businesses just starting to build their brand presence through packaging. You don’t need to overhaul your entire packaging operation to make a difference; even small branding touches can elevate the experience.
But where should you start? Consider the story you want your packaging to convey.
- Is your brand fun and creative?
- Professional and minimal?
- Eco-conscious and earthy?
Your packaging should reflect that. Then consider the practical aspects:
- Does it protect the product?
- Is it easy to recycle?
- Is the experience consistent from purchase to delivery?
If you need any help or guidance discovering the right path for your business, our team of experts are always on hand to offer tailored advice.
The balance of branding and sustainability
While creating a lasting impression is fundamental, in 2025, consumers expect more than just good looks. They want packaging that reflects their environmental values, so branding and sustainability must be considered together.
Many businesses are now investing in eco-friendly materials and branded packaging that’s recyclable, reusable or compostable. Whether it’s FSC® certified boxes or paper-based alternatives like tape, there are plenty of options that let you reinforce your brand messages while also reducing your impact on the planet.
You can even utilise solutions to reinforce your sustainability standpoint, such as custom messages about how best to dispose of your packaging or tips for returns to minimise waste.
Packaging that’s both branded and sustainable shows customers that you care about the details – and your responsibility as a business.
Want to explore how branded packaging could help your business grow? Speak to our experts today and discover a tailored solution that combines style, substance and sustainability.
