Packaging design briefing checklist

You’ve perfected your product and are now at a point where you need to design your packaging.

Before you begin engaging with design agencies (or sourcing packaging manufacturers) you need to make sure you have a clear and coherent brief. This can be a daunting process especially if it’s your first time to market.

Briefing a project correctly from the start can save time and money – allowing all parties involved to be working to a common objective.

The Packaging Design Briefing Checklist

Packaging Scope

How many product variants need to be designed?
Would introducing new products further down the line change the packaging?
Does a full range need to be taken into consideration now?
Is the packaging format negotiable or fixed?

Packaging Format

Will the format, size etc impact probability of a retailer listing?
Is it suitable for a generic retail environment? Will it live on shelf?
Is a modified atmosphere pack (MAP) required? (fresh food products)
Have the packaging dimensions been optimised to reduce materials?
How does the format affect storage considerations?
How does it affect shipping, can it be easily stacked? (cubing out)
Has your manufacturer supplied and tested a cutter guide ahead of design

Material Usage & Sustainability

Can you create a closed-loop packaging system?
Are all the materials necessary? Is the packaging even necessary?
Do you meet legal requirements and those of the countries you’ll export to?
Can secondary and tertiary packaging be reduced or removed?
Have any plastics been used? Could bioplastics have been used as an alternate? Or no plastics in the first place?
Have the packaging dimensions been optimised to reduce materials?
Do you meet legal requirements and those of the countries you’ll export to

Opening & Closing Mechanisms

Is a tamper evidence/hygiene seal needed?
Does the packaging need to be resealable?
How durable should it be within its lifetime?
What is the average usage for the open-close mechanism?

End Life

Have additional pack elements affected recyclability? Glue tabs, fixtures, inks etc…
Do any of these elements need removing before recycling? (Need to signpost)
Have you met legal requirements and those of the countries you’ll export to?
Does the packaging have a secondary use?
Is it generally easily recyclable for domestic collection?
Do you have a packaging/sustainability strategy in place?

Design Directions

Do you have a design direction in mind or are you looking to be guided?
Does this fit with your existing brand identity?

Copywriting & Messaging

Will you provide packaging copy or should your agency/professional?
What are the absolute key messages for your front of pack and back of pack?
What legal statements need to be included on your packaging?

Audience

Have you completed audits and market research with 100% confidence moving forwards?
Is your target audience tried and tested?
What are they looking for and how is your category changing? (Plastic-free packaging etc)

Competition & Category

How does your packaging differentiate from your competition?
How can you become disruptive within your category?
Have you gained maximum shelf appeal when sat directly next to a competitor?

We hope you’ve found that useful.
These are just a few of the myriad of questions which can help guide and define your packaging brief, taking your project in the right direction.

Can we help you with a packaging design project? Get in touch to hear how we work with clients big and small.

Get in touch