How to Write a Packaging Design Brief


Creating an effective packaging design brief can be a daunting task, especially if you’re unsure what information to include and what to leave out. Fear not! We understand the confusion that comes with creating your first packaging design brief. It is vital in facilitating clear communication between you and your chosen agency, ensuring that your packaging design aligns perfectly with your goals. With product packaging being the first point of contact for customers on a crowded shelf, it’s essential to get every aspect right. The key is by creating a comprehensive packaging design brief that leaves no stone unturned and enables you to effectively convey your vision.

The Importance of a Packaging Design Brief:

A packaging design brief serves as a blueprint for your project, keeping both you and your agency on the same page. It eliminates any ambiguity and ensures that your agency has a clear understanding of your requirements. By outlining all the necessary details in the brief, you minimize the chances of setbacks or delays, allowing your agency to focus solely on creating the best possible design. Additionally, the packaging design brief aids in establishing a shared understanding right from the beginning. While design agencies may have experience in similar industries, they can’t possibly know all the intricacies of your business. You possess invaluable knowledge about your company and its products, and it’s crucial to communicate that vision effectively to the designers entrusted with crafting your packaging. By doing so, you create a level of trust and empower your agency to deliver results that align with your objectives.

Packaging Design Brief

Key Elements of a Packaging Design Brief:

Now that we’ve highlighted the importance of a packaging design brief, let’s delve into the essential elements that should be included:

An Overview:

Provide a concise overview of your business, highlighting key aspects such as your brand identity, values, and positioning.


The Objectives of Your Packaging Design Project:

Clearly articulate the specific goals you aim to achieve through your packaging design, whether it’s enhancing brand awareness, launching a new product, or improving shelf appeal.


Your Target Audience and Market:

Define your target audience, including their demographics, preferences, and buying behaviour. This information will shape the design approach and help your agency create packaging that resonates with your intended customers.


The Problem You’re Facing:

Identify the challenges or pain points your packaging design should address. By conveying this information, your agency gains insights into the problem they need to solve.


Project Specific Information:

Outline any specific requirements or constraints related to the project, such as budget limitations, legal regulations, or technical specifications.


Examples of Work You Like:

Share examples of packaging designs or styles that resonate with your brand aesthetic and inspire you. This helps your agency understand your visual preferences.


Competitor Information:

Provide details about your competitors’ packaging designs, highlighting both their strengths and weaknesses. This knowledge enables your agency to differentiate your packaging and create a unique presence in the market.


Project Timescales:

Clearly define the timeline and key milestones for your packaging design project. This ensures that both you and your agency are aligned regarding project deadlines.


Project Budget:

Specify the budget allocated for the packaging design project. While it’s essential to have a realistic budget, be open to discussions with your agency to strike the right balance between quality and cost-effectiveness.


Project Deliverables:

Clearly communicate the specific deliverables you expect from your agency, such as packaging mock-ups and digital assets.


Contact Information:

Provide comprehensive contact details for effective communication throughout the project.


We have an in-house team of designers that would love to help you customise the perfect design solution for your packaging! Contact us today! And let’s work together!


Let’s work together!