Packaging design brief checklist

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.


Sign up to our newsletter for free insights on all things brand, consumer, FMCG & CPG.