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Food packaging serves a very important purpose—to protect and house your product. It’s also the single most important selling tool for your food product. But what if I were to tell you that food packaging serves an even greater purpose than *that*? Today, I’m going to share insight on how to rethink your food packaging, to elevate your food brand strategy and entice more sales.
Packaging as a Gateway
Food packaging is the gateway between your food product and your audience. Aside from the food itself, the packaging is what your consumer interacts with when using your food product. So how can you make the most of this intimate opportunity where your product is front and center, and literally in the hands of your consumer? Let’s take a look! (Related: 2025-26 Food Packaging Design Trends Forecast)
Insight #1: Express your food brand’s personality.
Break away from the function-focus of food packaging and bring your brand’s personality to life! From the product description, to usage suggestions, to any other information on the package. Infuse your brand’s unique character into every aspect, and have fun with it! (Related: How to Develop Your Brand Story and Why It’s Important)
Insight #2: Describe your food product in an exciting way!
How many times do you see the phrase “we use only the finest ingredients” on food packaging? It’s so common, and any brand can say it. Go beyond that. If you want to talk about your ingredients, is there a signature ingredient? Are they sourced from special locations or farms? Who is actually growing your ingredients? Get specific, and be authentic. (Related: What Copy Works Best on Food Packaging?)
Insight #3: Delight and surprise with food packaging.
Consumers usually don’t think about food packaging unless it stands out, delights or surprises, or if there is a problem with how it functions. You can bring delight and surprise through design, descriptions, and utilizing unused panels or areas for something fun.
Go beyond the function, the form, and the required information—you have this intimate opportunity with your consumer of having your product in their hands. How can you elevate your brand and product through your food packaging? Strategize on what this means specifically for your brand. (Related: How to Revolutionize Your Food Brand)
Keep it bold and play big.
Remember, it takes guts to stand out and do things differently than other food brands. But by playing it safe, you end up risking so much by blending in or limiting your sales or reach. I urge you to make your food brand as awesome as it can be—take that leap, make bold moves, and see what happens.
