Packaging can help create standout and differentiate a brand from its competitors. A clear and simple message on the packaging that is linked to the brand's core assets can help to drive purchase consideration. And using icons, or unique shapes, can gain consumers' attention. While rational messaging gives consumers a reason for purchase, storytelling and personalised packaging can create emotional engagement. Investing in a full packaging rollout, providing reassurance to consumers about a pack change, and maintaining the price and quantity will help to maximise the success of new packaging.


Packaging is how brands contain and protect their products for sale to consumers, and can also be used to aid transportation. Packaging helps to market the brand's message and identity and provides useful information about the brand.

Key insights

1. Use of pack colour is key to fight ‘copycat’ private label packaging