Packaging is where brands keep their promises
Packaging has traditionally been used to win attention, stopping shoppers cold at a crowded shelf. But today, most consumers meet a product long before the point of purchase, through advertising, social feeds, and recommendations. So packaging's role has changed from introducing a brand to proving one.
Here is what Andrea had to say, in full.
Meaning. Impact earns attention; a credible story, purposeful detail and clear value earn consideration. The first look creates appetite. The second must provide evidence: a story, a detail, a reason to believe. That’s why a strategic approach to brands is so important for us.
Often. They design a thumbnail, but distinctiveness without depth quickly becomes novelty. Too many packs are designed to stop the scroll. It’s equally important to close the sale. Attention without persuasion is just theatre.
The consumer starts looking for proof. He asks: is it worth it? Every choice, from material to typography, hierarchy, provenance and product clarity, must answer yes without overexplaining.
Not necessarily less, but it helps if the shouting is deliberate and easily understood. Design is a way of changing the perception of value. We don’t want to add complexity, but rather make the product more desirable and memorable.
In visually saturated categories, yes. But restraint only signals confidence when what remains is distinctive and impeccably executed. Having a distinctive personality, an authentic story and the courage to take a position – that’s really what will make a brand successful.
Silhouette. Shape communicates category, character and value before a single word is read.
On shelf, be unmistakable. On screen, be instantly recognisable. At home, become an object worth keeping in view.
It should. Strong packs have a clear headline from afar. We want to create a distinctive profile and a confident personality. Up close, we want to see richer chapters, discovery elements and tactile desirability.
It creates intrigue when it sharpens the brand’s story. It becomes distraction when its only message is ‘look at me.’
A distinctive idea rooted in truth, enriched with layers that reward repeated discovery, so it remains desirable long after the initial surprise has faded. Packaging must create desire, escape category gravity and give people reasons to keep looking. It’s not enough to simply look different.
It’s the same principle behind every pack we design at Stranger & Stranger. The first look creates appetite. The second has to prove we were worth trusting.
Andrea Battello Hung is Design Director at Stranger & Stranger. His answers appeared as part of a wider industry feature, ‘Packaging is where brands keep their promises’, published ahead of London Packaging Week 2026.