Retail packaging design doesn’t have to be complicated. From bold and electric beer labels to elegantly crafted wine bottles and product packaging. Coming up with a creative solution that is perfect for your product can be an exhausting task.

This is why our studio Monograph&Co. decided to put together a short list of things everyone should keep in mind before starting any new packaging design project.

1. Understanding your brand’s attributes

Brand attributes is a term that many of us gloss over in the industry. Although it’s easy to want your product to reflect a type of style or mood it’s important to reflect what your attributes mean to your brand, your company and most importantly to your customers.

Coming up with a refined list of attributes that can be applied across your entire brand is very important. Building a strong visual identity that will not only grow with your company but be easily applied to new products.

2. The power of storytelling.

Some of the most iconic packaging design tell powerful stories through their imagery and branding alike. Finding meaning and purpose in the products that you create and then telling that story throughout each touchpoint is a way to engage with your audience and create a sense of authenticity and wonder.

For example, our latest project for Delilah – Monograph&Co. produced a line of limited edition teas that highlighted the natural foraging process of cultivating rich loose leaf teas combined with edible flowers.

11Delilah Tea Packaging Design

Creating refined food packaging design with bold earthy colors combined with classical illustrations helps tell a story of timelessness. Going back to an area before consumer consumption, when every single ingredient was forged or came from the garden. Using simple and wholesome ingredients to create simple, delicious, and sustainable food.

3. Context

The context of your product is an important factor that we like to look at during the exploration process. Where is the product likely to be found? Is it going to be sold on a shelf? Or perhaps in a box or beside other similar products in a grocery store or similar vendor. What your product looks like and how it can stand out in comparison? What will engage the customer to choose you over your competitor? Giving the context of your product some much-needed thought and consideration will go a long way.

4. Customer Profiles

Understanding who your customers are is essential to creating a memorable package. One that works and delivers the right type of information to your audience. Where do your customers get their news from? What are their spending habits? This can be valuable information that can help shape the direction of your creative solution. You can learn more about understanding your target audience in our recent article: How to Champion your Brand

5. Special Sauce. (Don’t forget to have a little fun).

Finding out what makes your product unique and diverse is an important part of the brand story that we encourage all our clients to think about. Finding a few details that can provide your customers with the most value for their time and money is key. This plays an important role in the design of your overall packaging. Lastly, don’t forget to have fun, exploring new ways and pushing the envelope creatively has led to some of the world’s most renowned brands so don’t be afraid to have some fun and do something you never thought of before.

We hope you enjoyed this article and found some useful tips to add to your next project. If you have any questions or would like to discuss your next project with us please contact us at

Read about some of your latest work featured on The Dieline and Mind Sparkle Magazine.

Until next time.