Overview
A premium product packaging design is one way to build a strong brand identity. Appearing to be the premium version in any category helps lesser-known brands appear as big as industry giants. A premium packaging design may be necessary for your excellent product, which currently generates only mediocre revenues, to gain traction in a competitive market.
In this article, we will help you understand the what and how of premium packaging. We will cover everything from logo design to packaging type, so you can create a seamless experience throughout the packaging process. Once you’ve digested the information, you will have a stronger idea about how premium will translate into equitable branding for your company.
What Makes Packaging Premium?
It isn’t industry expectations or packaging companies that determine what makes the packaging premium. The customer’s view of premium and the competitive landscape determines what is considered premium and what is considered standard. So, answering the question of “what makes a package premium?” requires both considerations to choose a starting point for what consumers believe to be high-end packaging design.
A good example of this is looking at a premium coffee packaging design. In this category, “premium” doesn’t mean the fanciest, but rather the freshest beans, protected packaging, and a presentation that appeals to the target audience. Instead of showcasing a commercial appeal where coffee roasters use high-tech equipment, the packaging speaks to small-batch, carefully roasted beans by artisans of the craft.
Why is Premium Packaging Important?
Any packaging design strategy is worth pursuing if it helps you stand out from the crowd. But premium packaging is more important when it can disrupt packaging expectations, justify higher price points, or become the early adopter of growing trends.
Having a premium appearance with a matching USP creates intrigue in potential customers, so that, at the very least, they want to learn more about the product. From the product label design to unique packaging shapes, a minor distinguishing feature of premium might take your product from on-shelf to in-hand.
Examining the competitiveness of liquor provides insight into this concept. A premium spirits packaging design once assumed premium authority with custom glass bottles and unique corks. Now, custom packaging requires the most minor, most intricate details and the right label design to catch the consumer’s eye.
Hopefully, your category isn’t as competitive. But if so, we combine design, testing, and strategy under one roof to design premium packaging for your brand.
Luxury packaging vs. premium packaging
These two terms are often interchangeable, but we want to distinguish them slightly. The term luxury makes you think of “lucky” and “occasional,” whereas premium makes you think of “stand out” and “dependable.” Yes, there’s a crossover, but a luxury brand will have a distinct form of marketing and brand design that aligns with the product experience.
You might think of a luxury product when considering the idea of premium beauty packaging design. Again, there’s a crossover, but consider the subtle differences between what they consider premium and luxury in the consumer’s mind.
From the consumer’s perspective, what constitutes luxury packaging?
From the consumer’s perspective, what constitutes premium packaging?
We cannot answer this for your product, but asking both questions separately is essential for your packaging design strategy.
Elements of Premium Packaging
You might consider premium packaging anything that adds to the packaging cost of goods, but this isn’t always true for the consumer. When you think of the appeal of throwback packaging, premium might come with a reduced cost of goods.
So, what makes a good premium packaging? That’s a question for the consumer, and what we discover during the packaging design testing process. In our proprietary package design testing, we put your product on the shelf against real-life competitors and monitor how consumers respond. We then gather post-purchase data to determine the shelf appeal, purchase intent, and brand recall.
One example of this is WhistlePig Whiskey. In this example, the best premium whiskey packaging design didn’t include a game-changing bottle, but rather a graphic design that conveyed a message of “Now, this is some premium whiskey!” This label design was a distinct enough change to increase market share by 16%!
When considering the elements of premium packaging, start with simple before complex. This approach might save you time and money while having a significant impact on your product revenues.
Premium Box Packaging Design: The Right Way
In categories like vitamins and wellness, a luxury box is often the first signal that your product belongs among premium brands. But a box alone doesn’t make the product premium; it’s the entire product design experience that sets it apart.
True sustainable luxury packaging is all about intention. A cardboard box with premium materials, raised typography, sharp color contrast, and thoughtful structure can signal product quality, but only if it aligns with the internal presentation. A well-designed exterior falls flat if it opens to luxury goods housed in generic pouches or unremarkable containers.
Expert designers and graphic designers know this: consistency between outer packaging and inner product isn’t optional, it’s essential. Every layer should reinforce your brand image and deliver a sense of quality that lasts beyond unboxing.
Whether you’re partnering with a professional designer or leading the vision internally, your premium box packaging design must feel curated at every touchpoint. Because when done right, packaging isn’t just a container, it’s an experience that elevates your product and strengthens your brand’s premium perception.
Premium Bottle Packaging Design: The Right Way
If your premium product requires a bottle, consider the material, shape, and design of the bottle. A shapely bottle made of plastic with a slightly above-average label design may be perceived as a “cheap attempt” by the savvy consumer. Unlike horseshoes, “almost” isn’t in premium bottle packaging design.
We can examine premium wine packaging design examples and identify subtle changes that make all the difference. Changing the wine bottle shape and speaking a more premium message would be difficult. Instead, leave this to the label, cork, and brand strategy.
Like other premium-friendly industries, testing these slight changes for premium appeal is required to capture the “I only want the best” audience.
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Efficient Packaging
Excellent packaging is all about working smart. And when it comes to premium product packaging, function is just as important as form. The truth? If you rely solely on your packaging designer without strategic intent, you risk overlooking what makes a premium packaging concept truly perform.
The most compelling premium packaging ideas solve real consumer problems. Think luxury packaging design that’s not only beautiful but practical, like an easy-pour spout on a challenging food format or sustainable materials that align with modern values. These thoughtful touches don’t just enhance usability; they elevate perception.
When done right, efficient packaging becomes a signal of value, a way to design premium without excess. Whether you’re creating a premium brand or refining a high end packaging design, small innovations can lead to big wins in shelf appeal and repeat purchase.
So, is branded packaging worth it? If it’s premium, purposeful, and built around your consumer, it’s a resounding yes.
Premium Packaging Design Agency
Want a best-selling brand? We can help. SmashBrand creates premium packaging designs that are tested for performance. Our proprietary package testing methodology goes beyond market research by putting your product in a simulated buying environment.
Looking to work with a premium packaging company that guarantees performance?? Book a time to discuss your project with our team.
Kevin Smith is the founder of SmashBrand, a brand development agency specializing in the CPG and FMCG sectors. Under Kevin's guidance, SmashBrand seamlessly integrates brand strategy, design, and detailed consumer testing, ensuring impactful market outcomes and enhanced sales velocities for its clients.
Key milestones in his career:
Before establishing SmashBrand, Kevin ventured into entrepreneurship with Nutri-Sport at 21. Recognizing the untapped potential in sports nutrition, he rapidly expanded to seven retail locations within a year. This success led to the formation of a distribution company serving all nutrition stores throughout Arizona.
Subsequent ventures included pioneering e-commerce stores and launching Athletic Xtreme, a globally distributed sports nutrition brand. Notably, Athletic Xtreme won BodyBuilding.com's Brand of the Year in 2006 and found its place on the shelves of major retailers, from GNC and Vitamin Shoppe to Walmart successfully exiting in 2014.
Apart from brand milestones, Kevin's journey includes commendable service as a Marine Corps veteran, where he was honored as a DOD Marine of the Year in 2001.
While leading SmashBrand and investing in budding brands, Kevin is committed to mentoring aspiring CPG entrepreneurs. His profound industry knowledge, from grasping retail trends to understanding shelf dynamics, serves as invaluable guidance for brands striving to carve out their niche.
Central to Kevin's approach is a consistent philosophy: Marry actionable, data-centric findings with proven strategies to ensure brands stand out and succeed in retail.
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