In this blog, we’re discussing how sustainable, creative packaging design can make a memorable first impression. We also have a blog that takes a wider look at the importance of packaging for brand success.
–
At Browndog, we have decades of experience working with some of the UK’s largest brands, helping with everything from brand strategy and design to rolling out communications and expanding brand presence and recognition. One element of the branding process that can often be overlooked – when in actual fact, it’s a really powerful touchpoint – is sample packaging.
Whether it’s a first taste, a tactile experience, or a functional demo, a sample pack helps build trust, showcase quality and prompt action (when done correctly). It’s not just what’s on the inside that counts, it’s how it is delivered – and that’s where we come in.
Over the years, we’ve been challenged with creating sample packaging that is sustainable, cost-effective, and above all, memorable. Despite the specification, the goal is always the same: to help our clients to make a meaningful connection with their customers through intentional, bespoke design.
Form, function, footprint
Sample packaging has a tough job these days, it needs to work hard. From protecting its important contents, to surprising and/or delighting the recipient, it will often have to meet logistical constraints without blowing the budget or compromising on quality and sustainability. Have we mentioned it also needs to continue the brand story, effortlessly?
Before starting a project, we begin with key questions like, does it need to fit through a letterbox? Do we really need full colour print, or can we pare things back whilst still making an impact? Are there any recyclable/recycled material options? Are there any small touches we can add to give it a personal feel?
Making sure we ask these questions before heading straight into the design process leads us to packaging solutions that are efficient without being boring, and affordable without feeling cheap.
In this example, for our client Paragon Carpet Tiles, we took recycled cardboard packaging and boldly placed their logo front and centre. Keeping print to a minimum, we sized the boxes to an exact fit, wasting zero space and ensuring the carpet tiles could be securely packaged. We used a QR code to direct the recipient to more information, reducing the need for more print on the box, and we reminded them of all the places you can find Paragon.
Limitations are just an opportunity to innovate
As an agency – we’re as familiar with no brief as a brief so full of limitations, we don’t always know where to begin. But, we don’t let that stand in the way of creativity – instead, it drives it. We’re often faced with budget constraints, postal/shipping restrictions, and sustainability requests.
Some of our most effective packaging projects have come from tight briefs where we’ve been able to take advantage of production methods such as vegetable based inks that lower environmental impact; perforation and rip strips that enhance the user experience and increase security; and custom structural design to eliminate excess filler and keep postage costs low.
In another of our carpet sample packages, we created a bespoke envelope, perfectly shaped to house multiple sample pieces. Printed in full colour using vegetable ink, with beautiful photography for impact, and featuring a custom rip strip to ensure total security of the contents, whilst also giving that exciting unboxing experience to the recipient. These letterbox-friendly sample packs are bold and inviting, giving a great first impression, whilst remaining suitable for the postal system and helping keep costs to a minimum.
What you don’t see? How many miniature versions the team made before the final printing – we test, test and test some more to make sure every crease, cut and colour is in the right place.
Our own stamp of approval
It’s not just our client work, we practice what we preach. At FWDirect (our eCommerce business) we hand-pack all of our sample orders in-house, finishing them with our bespoke, hand-printed brand stamp. It’s a small touch that tells our customers this isn’t just another piece of packaging – it’s a piece that has been packed with care. It’s low-waste, high impact, and keeps our materials streamlined, which is essential for a business that prioritises both cost and carbon savings.
Being picky about partners
We only work with print partners and packaging suppliers that meet our high standards. We put every effort into creating premium designs, so it’s essential that we work with partners that match our efforts and exceed our clients’ expectations. With the rise of B Corp certifications, net zero targets and goals around carbon neutrality or offsetting, it’s a challenging time to be in the industry, but we’re seeing more and more innovations. One partner that we work with offers options such as pressed paper, mushroom packaging inserts, and water based inks.
When we work with production partners, we select those that care about responsibly sourced materials, FSC certification, environmental conservation and working towards a healthier planet, and sustainable supply chain.
Lasting impact
Ultimately, good sample packaging is about more than good looks. It’s about building trust, inspiring action, and showing customers what your brand stands for before they’ve even opened the box.
Whether it’s a low-cost recyclable envelope that slips neatly through a door or a beautifully engineered pack that’s saved from landfill thanks to thoughtful material choices, the message must be one of brand consistency.
