The impact of customised packaging on branding in e-commerce


More than just a box: How packaging shapes brand stories.

In today's digital age, e-commerce has transformed the way we shop. Yet, amidst the convenience of online shopping, the tangible, sensory experience of physical retail is often missed. This is where customised packaging steps in. For many consumers, the act of receiving and unboxing a product is their first tangible interaction with a brand. This moment, filled with anticipation, is a golden opportunity for brands to make a lasting impression, tell their story, and foster brand loyalty.

The rise of the unboxing experience

The digital world is saturated with content, but few things capture attention like unboxing videos. These videos, which showcase influencers and customers unveiling their latest purchases, have become a cultural phenomenon. Brands like Papier and My 1st Years have recognised this trend, ensuring their packaging is not just functional but also Instagram-worthy. But why the fascination with unboxing? It's the thrill of discovery, the surprise element, and the tactile pleasure of unwrapping a product that makes it so captivating.

First impressions count

A brand's packaging speaks volumes. It's a visual and tactile representation of the brand's values, quality, and identity. When customers unbox a product from My 1st Years, they're not just met with a product; they're introduced to an experience. The luxury feel, the attention to detail, and the personal touch—all these elements come together to set the tone for the brand-customer relationship.

Memorable moments through packaging

Beyond protection and functionality, packaging has the power to evoke emotions and create memorable moments. Papier, for instance, transforms the simple act of opening a notebook into a personal journey. Their emphasis on blank pages symbolises endless possibilities, inviting customers to pen down their stories. Such experiences turn ordinary products into cherished possessions.

Social media buzz and its impact

In our share-centric culture, a unique unboxing experience can quickly become viral. Brands with distinctive packaging often find themselves trending on social media platforms, garnering organic reach and engagement. This not only boosts brand visibility but also drives sales, as potential customers are influenced by these shared experiences.

Enhancing brand recall with customised packaging

Consistent branding is crucial in today's cluttered market. Every touchpoint, from advertisements to packaging, should echo the brand's ethos. My 1st Years, with its signature luxury gift box, exemplifies this. Customers instantly recognise their packages, reinforcing brand identity and enhancing recall.

Building loyalty through thoughtful packaging

Loyalty isn't just about repeat purchases; it's about creating brand advocates. Thoughtful packaging, be it through personalised notes or sustainable materials, can resonate deeply with customers. Papier's commitment to eco-friendliness, for instance, aligns with the values of many of their customers, fostering a deeper brand connection.

Case studies: Brands that mastered customised packaging

Papier: Turning blank pages into personal stories

In the bustling streets of London, Papier emerged with a simple idea: to transform blank pages into personal stories. Every notebook, card, and piece of stationery they produced wasn't just a product; it was an invitation for customers to share a piece of themselves. But how do you convey such intimacy through packaging? Papier found the answer in personalisation and sustainability. Each item they ship is a testament to the brand's commitment to individuality, with designs tailored to the customer's preferences. But Papier didn't stop there. Recognising the growing demand for eco-friendly products, they ensured that their packaging was as green as the forests that inspired their designs. Collaborations with artists brought fresh designs, making each unboxing a new experience. For brands looking to make an impact, Papier's journey underscores the power of personal touches and a commitment to the planet.

My 1st Years: Every baby's first luxury experience

When My 1st Years entered the market, they weren't just selling baby gifts; they were selling memories. Every parent remembers the first pair of shoes or the first blanket their child had. My 1st Years understood this sentiment and decided that their products deserved packaging that was just as memorable. Enter their signature luxury gift box. But it wasn't just about aesthetics. The brand ensured that every box, every ribbon, and every note inside was consistent with their promise of luxury. And the market responded. Parents didn't just see a product; they saw a keepsake, a memento of their child's early years. For brands aiming to carve a niche, My 1st Years serves as a reminder that sometimes, it's the little details that leave the most significant impact.

Elvis & Kresse: Transforming waste into luxury

In a world grappling with waste, Elvis & Kresse took a stand that luxury doesn't have to come at the environment's expense. When they discovered that London's damaged fire hoses were destined for landfill, they saw potential. Today, these discarded hoses are reborn as luxury handbags, belts, and wallets. But their commitment doesn't stop at upcycling. Their packaging, too, echoes their sustainable ethos. Crafted from reclaimed materials, each box and bag tells a story of transformation and hope. The tactile experience of unboxing an Elvis & Kresse product is a journey from discarded to cherished, reminding customers of the brand's commitment to sustainability and luxury's new definition. For e-commerce brands, Elvis & Kresse's story is a testament to the power of innovation, sustainability, and a deep-rooted commitment to change.

Incorporating customised packaging into your brand strategy

Brands venturing into customised packaging should start with a clear understanding of their audience. What resonates with one demographic might not appeal to another. It's also crucial to strike a balance between aesthetics and functionality. While a visually appealing package is essential, it should also serve its primary purpose: protecting the product. Regular feedback, testing, and iteration will ensure that the packaging remains relevant and effective.


In the vast sea of e-commerce, customised packaging is a beacon for brands. It's more than just a protective layer; it's a brand ambassador, a storyteller, and a memory maker. As brands vie for customer attention, those that invest in thoughtful packaging will find themselves a step ahead, turning fleeting transactions into lasting relationships.

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