Packaging Inspiration To Make Your Small Business Stand Out

Have you ever paused for a moment before opening a package you’ve been expecting, just to appreciate the beautiful packaging? Have you been touched by a handwritten note inside? Those moments aren't accidents — they're the deliberate result of smart packaging choices that transform ordinary purchases into memorable experiences.

Here’s a real-life example: A while back I was in need of creative inspiration and signed up for an online mending retreat run by The Makerie. The gift bag full of class supplies that arrived was so thoughtful and beautiful that it made me excited for the class. But what really took my breath away was the tiny handwritten note inside: “What special stories will your mends tell?” I still have the card, tucked into my work kit — and you can bet I shared the pics on Instagram and tagged the business.

The lesson? Small businesses have a secret weapon that corporations don’t: The opportunity to create genuine personal relationships with their customers. Your boxes, mailers, and bags aren't just containers — they're tangible extensions of your brand.

In this guide we’ll look at practical, creative packaging strategies that can help your small business stand out without breaking the bank. We'll explore everything from sustainable solutions to personalized touches, with plenty of real examples from businesses that have mastered the art of standing out through packaging.

💡 Your last-mile delivery process should be as customer-friendly as your packaging. If you’re managing your own deliveries, Routific can help you level up.

Top small business packaging ideas

1. Use packaging to build brand identity

Packaging is more than just a container: It's a reflection of what you stand for. Packaging that’s aligned with your values can strengthen your brand identity and build customer loyalty.

There are numbers to back this up. A 2024 study by Ryder Logistics asked consumers how a “premium unboxing experience” like a custom-designed box, colorful tissue paper, and ribbons would affect their experience:

• 47% said they would be more excited about opening the package.
• 41% said it made them want to purchase from the brand again.
• 16% said they were more likely to share photos, videos, or details on social media.

In the same study, consumers were asked what would make them most likely to post on social media about packages they’d received. 42% said “visually appealing or gift-like packaging” would get them sharing — way more than getting a free sample!

Lush Cosmetics is a great example of a company that started small, but grew to be an international brand based partly on the strength of their packaging story. Their “packaging is rubbish” commitment to using minimal packaging has set new standards and won them loyal customers. As a customer, it’s a good feeling to know you can put one of their paper bags into the compost instead of sending yet more plastic to landfill!

2. Choose packaging that shows your commitment to sustainability

Rothys shoes might be a billion-dollar brand now, but they started small — and their packaging boxes are a big part of their sustainability story. Their shoes come in carefully designed boxes that are strong enough to be shipped alone, with no extra packaging. They are recyclable and compostable — and resealable so that even the returns process doesn’t create extra waste.

The Rothys commitment to sustainability is a smart response to real consumer demand. The Ryder survey found that 60% of online shoppers are influenced by eco-friendly packaging when they choose who to buy from.

Here are some inspiring eco-friendly packaging innovators to learn from:

1. Home and personal care products company Zero Waste Cartel packs their popular shampoo and conditioner bars in compostable plant fiber bags with labels made of sugar cane.
2. Chocolate Soup is a Canadian company that creates gift boxes for companies to send their employees on work anniversaries and other milestone events. As well as choosing sustainably produced products from small companies, they ship everything in simple cardboard boxes that are easy to re-use or recycle.

If you’re looking for suppliers, here are two to consider:

1. Hero Packaging makes compostable mailers (including padded pouches), tape and even bubble wrap out of plant-based materials.
2. Eco Enclose makes a variety of reusable and compostable packaging out of everything from post-consumer waste to seaweed.

3. Add a personal touch to your packaging

Adding some personalization to your packaging can turn a simple purchase into a memorable experience. And it doesn’t have to be expensive! There are creative ways to add a personal touch to packaging with any budget:

• Low budget: Start simple with handwritten thank-you notes or custom stickers. These small gestures can have a big impact without costing much.
• Medium budget: Use customizable packaging options like boxes or bags that can be printed with different designs or messages depending on the customer or the season. This adds a unique touch without a huge investment. 
• High budget: If you’re targeting the luxury market, consider fully customized packaging solutions. This could include boxes designed to fit your product perfectly, with personalized messages, colors, and designs that reflect the customer's preferences or past purchases.

One great example of personalized packaging is children’s dress company Monday’s Child. Every one of their handmade dresses comes in a box that can be re-used as a doll’s house. 

This approach to packaging not only enhances the customer's emotional connection to the brand but also encourages sharing on social media, further amplifying a brand’s reach and appeal.

4. Get creative with gifts and packaging inserts

Some brands really know how to make their packages fun to open with cool little gifts. For example, many Etsy sellers include personalized thank-you notes or small DIY items related to their shop's theme. 

Other ideas for packaging inserts to put a smile on your customer’s face include:

• Discount cards for future purchases. A QR code that will enable the customer to “bank” the discount on your website makes it even more likely you’ll get a return visit.  
• Free samples of other products. If the customer bought shampoo or face cream, for example, include a free mini lip balm from your own range. If they bought tea, coffee, or food, include a sample of a new flavor. 
• A care guide or tips and tricks sheet. An Etsy seller specializing in handmade jewelry might add a beautifully crafted care card with tips on keeping the pieces shining. If you’re selling garments, consider a card with styling suggestions.  
• Printed gift tags that can be personalized. This is specially useful if you’re selling craft items that your customer might use to make a gift for a loved one. 
• Fun gifts. A packet of seeds, a coaster, a eye-catching bookmark, a fridge magnet that isn’t ugly — the list is as long as your imagination. 
• Donations. What values is your business built on? You could make a donation to a relevant charity for every sale you make, and include a card with a link to the charity in your packages.

Adding these little gifts can be cheaper than you think, and they can make your customers really happy. A printed bookmark, business card or pack of seeds doesn't cost much, but it can make your package feel a lot more special.

When customers get something cool and unexpected, they're more likely to talk about it online, which is great free advertising for you. 

5. Lean into the psychology of color in branding and packaging

Colors do more than just make things look nice; they can also make us feel certain ways and even change our decisions. Choosing the right color for your packaging can help tell your brand's story and connect with customers on an emotional level.

The bright red of Coca-Cola's cans and bottles, for example, is instantly recognizable around the world. This color choice taps into feelings of excitement and energy, matching the brand's lively and refreshing image.

Magic Spoon is a great example of a younger, smaller company that’s making fantastic use of color. Their high-protein, low-sugar breakfast cereals come in gorgeously illustrated and designed boxes that appeal to grownups and kids alike.

Tips for small businesses to create standout packaging

• Know your audience: Think about who your customers are and what colors and designs they might like. This can help you choose a style that will attract their attention.
• Be consistent: Use the same colors and logo on all your packaging and marketing materials. This helps people recognize your brand no matter where they see it.
• Keep it simple: Sometimes, less is more. A simple design with a few strong colors can be more effective than something too busy or complicated.
• Test your ideas: If you can, try out a few different designs and see which one people like the best. This can be a great way to make sure your packaging will stand out.

6. Use your packaging to tell a story

Telling the story of your brand or how your products are made can really make your packaging stand out. This is especially true for handmade or artisan products, or if you're proud of using fair labor practices or sustainable production methods. 

Your packaging is a great place to show what your brand stands for. For instance, if environmental sustainability is a big part of your brand, you can use recycled materials for your packaging and include a short story or message about why this is important to you. Consider both custom packaging and mailers.

Bean There Coffee Company, which supplies single-origin coffee from farming cooperatives throughout Africa, is a great example of brand storytelling through packaging. Each bag of their Fairtrade-certified coffee features information about the country the beans are sourced from, including Ethiopia, Rwanda, or Tanzania. They highlight the unique flavor profiles of each region and share stories about the farmers and communities they work with.

Bean There's packaging includes QR codes which customers can scan to read more about the coffee's journey from farm to cup. This level of transparency and storytelling builds a strong emotional connection to the brand. Customers feel they aren't just buying coffee; they're supporting a business that values ethical sourcing and sustainable development.

Packaging solutions for e-commerce businesses

When your customers can't physically touch your products before buying, the unboxing experience becomes your first tangible touchpoint. E-commerce businesses face unique packaging challenges that brick-and-mortar stores don't:

• Protection during transit: Products need to withstand various handling conditions and arrive intact. This is especially important when it comes to food packaging.
• Size and weight considerations: Shipping costs are directly affected by your packaging choices. The more weight, the more you pay.
• Return-friendly design: The right packaging choices can make returns easier for customers (and cost-effective for you)

Shipping boxes vs. mailer boxes vs. poly mailers

Each packaging format has its strengths:

Shipping boxes are the typical corrugated boxes. They’re simple, sturdy, and good for fragile items or when you need maximum protection. But they also take up a lot of space and can be expensive to ship.

Mailer boxes have a more complex construction, with a fold-open design that allows a premium unboxing experience. They're perfect for subscription services or higher-end products where presentation matters.

Poly mailers are lightweight, water-resistant, and cost-effective for shipping soft goods like clothing or items that don't need rigid protection. The big downside of poly bags is plastic waste, although compostable and recycled versions are available. 

Drop tests and packaging security

Before committing to a packaging solution, conduct a simple drop test: package your product as you would for shipping, then drop it from waist height. Would it survive the journey to your customer? For added security:

• Use appropriate void fill (paper, air pillows, or biodegradable packing peanuts)
• Consider double-boxing extremely fragile items
• Secure all openings with quality packaging tape
• Add "fragile" labels when necessary, but don't rely on them as your only protection

Budget-friendly packaging strategies for startups

When you're just getting started, every penny counts. Here are some ways to create impressive packaging without the hefty price tag:

Minimalist design approaches

Sometimes less truly is more. A clean, simple design with your logo and perhaps a single accent color can look more expensive than busy, complicated designs. The simplest of all is a plain cardboard box with custom stickers.

Bulk purchasing and storage

Buying shipping supplies in larger quantities almost always reduces your per-unit cost significantly. However, this requires:

• Enough capital for the upfront investment
• Adequate storage space
• Confidence in your packaging design (since you'll be committed to it for longer)

Consider sharing a bulk order with other small business owners in your network, or look for suppliers who offer reasonable pricing at lower minimums.

DIY embellishments that make an impact

There are some simple ways to transform generic brown packaging into something special. You can try:

• Hand-stamping plain kraft boxes
• Using washi tape in your brand colors
• Adding a simple twine tie with a branded tag 
• Using branded stickers. 

Your time is valuable, so choose DIY elements that are quick to execute but make a big visual difference.

Re-use packaging

It’s a good bet that every household you know, including your own, has more empty shipping boxes and other packaging than they know what to do with. Instead of recycling or sending it to landfill, why not give it one more use?

This won’t work for every business, but if it’s consistent with your brand values, creative re-use can work in your favour. Have some simple stickers printed up that say “pre-loved packaging” or “saved from landfill” if you want to hammer the point home. 

Seasonal and limited edition packaging

Seasonal packaging offers fresh opportunities to delight customers and create urgency around your products. According to the National Retail Federation, holiday retail sales account for about 20% of annual retail sales, with packaging playing a crucial role in gift-ready appeal.

Holiday themes without complete redesigns

You don't need to completely overhaul your packaging for each season. Consider these approaches:

• Use ribbon, stickers, or rubber stamps to add seasonal elements.
• Create special edition inserts or cards for holidays.
• Design a limited run of seasonal outer sleeves that slip over your standard packaging.

Creating collector's editions

Limited edition packaging can turn regular customers into collectors who eagerly anticipate your next release. Cosmetics company MAC is famous for this strategy, with customers sometimes purchasing products just for the limited edition packaging.

For small businesses, this might mean:

• Numbered editions (e.g., "1 of 500")
• Special colorways of your standard packaging
• Collaborations with local artists for unique package designs

Maintaining brand consistency while refreshing designs

While seasonal packaging should feel special, it should still be recognizably yours. Maintain consistency through:

• Using your core brand colors along with seasonal accents
• Keeping your logo placement consistent
• Maintaining the same packaging structure while changing colors or patterns

Integrating technology with your packaging

Smart packaging isn't just for big corporations anymore. Small businesses can leverage technology to create interactive experiences and gather valuable customer data.

Explore the creative uses of QR codes

Beyond simply linking to your website, QR codes on packaging can:

• Launch augmented reality experiences.
• Provide product origin stories or manufacturing processes.
• Offer exclusive content or loyalty rewards.
• Enable easy product registration or warranty activation.
• Facilitate simple reordering.

Augmented reality experiences

Brands like 19 Crimes Wine have revolutionized packaging with AR. Their labels come to life when viewed through their app, telling the stories of the criminals featured on their bottles. Small businesses can create similar experiences with accessible tools like:

• Zappar
• Blippar
• ARKit (for iOS) or ARCore (for Android)

NFC tags and smart packaging for premium products

For higher-end products, Near Field Communication (NFC) tags embedded in packaging create a seamless connection between physical products and digital experiences. When customers tap their phones against the package, they can access authentication information, usage instructions, or exclusive content without downloading an app.

Choosing packaging for your small business: Practical considerations

Cost analysis

Packaging can vary widely based on materials, design, and quantity. Generally, companies spend between 10-40% of the product's retail price on packaging. For example, if a product sells for $100, the packaging might cost between $10 and $40. This includes design, materials, production, labor, and shipping. 

Economies of scale play a big role here: ordering in larger quantities usually means lower costs per unit. It's crucial to find a balance that doesn't compromise your product's protection or appeal while keeping costs manageable. Packaging company PackMojo offers an economics lesson, showing how these costs break down and how quantity affects pricing. Both product packaging and mailer boxes are worth considering in detail.

Packaging security and durability

For fragile items, mailers, product boxes and other packaging design must be both secure and sustainable. Traditional plastic packaging can take over 1,000 years to degrade, posing environmental risks. Alternatives like compostable packaging from Cruz Foam or Hero Packaging, made from materials like cassava starch or shellfish waste, offer sturdy yet green solutions. These materials are designed to protect fragile items during transport, while also being biodegradable and recyclable.

Packaging for e-commerce needs some special thought, since shippers have no control over what happens to their packages on the way to the customer. Explorer Research showcases some clever e-commerce adaptations:

• The Tide Eco-Box dispenses laundry detergent with 60% less plastic, in a light, compact box designed for e-commerce with a twist-to-open spout.
• Packamama makes flat wine bottles from 100% post-consumer recycled plastic. This significantly reduces shipping weight and costs, and enables bottles to fit through standard mail slots.

An overview of packaging materials

Cardboard boxes

Cardboard is a versatile choice for shipping a wide range of products.

• Pros: Lightweight, easily customizable, recyclable.
• Cons: Not waterproof, can be easily damaged under pressure.
• Suggested uses: Most retail items, electronics, and non-perishable goods.
• Don't use for: Heavy items without internal support, very fragile items without additional padding.

Plastic packaging

Offers excellent protection against moisture and dirt.

• Pros: Durable, waterproof, can be transparent for product visibility.
• Cons: Environmental concerns, difficult to recycle some types.
• Suggested uses: Consumer goods, perishable items, products requiring a moisture barrier.
• Don't use for: Eco-conscious products or brands aiming for a sustainable image.

Glass containers

Ideal for preserving the taste and quality of food and beverages.

• Pros: Non-reactive, reusable, 100% recyclable.
• Cons: Heavy, fragile, higher shipping costs due to weight and need for protective packaging.
• Suggested uses: Food and beverages, cosmetics, premium products.
• Don't use for: Items that require lightweight or unbreakable packaging.

Metal tins and cans

Perfect for long-term preservation of food and some non-food items.

• Pros: Airtight, durable, protects contents from light and air.
• Cons: Can corrode, not transparent, limited shape options.
• Suggested uses: Canned food, some beverages, long-term storage items.
• Don't use for: Products that benefit from visual packaging, items sensitive to metal.

Compostable packaging

A great eco-friendly option that reduces waste.

• Pros: Biodegradable, often made from renewable resources, reduces carbon footprint.
• Cons: Generally more expensive, shorter lifespan, may not be as durable as traditional materials.
• Suggested uses: Organic or green-branded products, short shelf-life items.
• Don't use for: Items requiring long-term storage, heavy or very fragile items without additional support.

Choosing the right packaging for your product 

Your product packaging needs to balance a number of factors: Protection, cost-effectiveness, customer experience, and environmental impact. Consider the nature of your product, your brand values, and the logistics of your delivery method when selecting packaging materials. 

For instance, while glass can increase the perceived value of premium products, the added weight and fragility could increase shipping costs and the risk of damage. On the other hand, compostable packaging can enhance a brand's eco-friendly image — but might not be suitable for all product types or climates. 

Delivery methods also matter. E-commerce retailers might prioritize durable and lightweight packaging to minimize shipping costs and reduce the risk of damage during transit. In contrast, boutique stores offering hand-delivered goods may opt for more decorative or branded packaging that enhances the customer unboxing experience. 

Conclusion

Smart packaging can make a big difference, from making your products stand out to showing off what your brand is all about. Whether it's using cool designs, picking the right materials, or adding a personal touch, packaging is a big deal. It's not just about wrapping up your product; it's about connecting with your customers and taking care of our planet too.

Remember, your packaging tells your story. It can be eco-friendly, super fancy, or simple and sweet. What matters is that it fits what you're selling and what you stand for. And don't forget, changing up your packaging can make shopping more fun for your customers and even help you save money.