Package Design for Start-Ups

Creativity makes the difference.

By Janis Goberman

As any modern fashionista can attest, be it good or bad, clothes make the first impression. The same is true for product packaging, because the packaging is the first impression the customer gets of the product.

The experienced designer sets out to develop the best packaging possible within the client’s budget, create graphics that convey the unique product message, and most important, put it all together in a way that will appeal to the consumer.

By drawing on experience and conducting a thorough analysis of the competition, the designer works towards creating a brand image that is new, appropriate to the brand’s positioning and exciting to the consumer.

Start Up Packaging Challenges

Start up companies face numerous packaging challenges. Janis Goberman Design has built its reputation on finding practical, creative solutions for companies with limited resources.

Working with small quantities often makes stock packaging the only option. Fortunately, there are many highly attractive and flexible stock components available in small quantities today. The real challenge is knowing where to find quality stock components that can be customized to set the line apart from the competition.

Optimal-Outcome Skincare is a new line of skin fortifying, rapid healing formulas to be used before and after certain cosmetic procedures. It was important to build the brand’s promise into every aspect of the package. Presenting a consistent, focused, unified image was also key. The packaging had to be clean and scientific-looking to support the brand’s medical heritage, yet elegant and modern to reflect its cosmetic positioning. It also had to appeal to both men and women.

Steps to a Packaging Solution

After weeks of research and compatibility testing, we found quality containers in double-walled jars supplied by Colt’s Plastics Co. Inc. The jars were not in wide use and gave the packaging more of a custom look.

By using the same container for multiple products in the line, we were able to order the minimum required. Product differentiation came through decoration.

A color-coding system made the products easy to understand. The different colors set each of the different products apart and made them easy for the consumer to recognize.

We simplified the process by using a container manufacturer that could supply decorated jars to eliminate steps and make the process more efficient.

Matte silver caps were used to add an upscale modern appeal and further customize the image.

The Supplier’s Point of View

Colt’s Plastics, Dayville, CT, has built its business by working with start up companies from the time they are small when quantities are minimal, according to Mike Warford, the company’s vice president of sales and marketing. “We make friends for the future. We are now supplying millions of units to clients that just seven or eight years ago had orders for 1500 units,” he explained.

“We saw that this company (Optimal-Outcome Skincare) had potential. The work was a multi-task project that was fairly complex. We provided them with an upscale look and line identity by silk-screening the graphics and creating the cap with a matte silver spray.

Success on a Budget

Because packaging is the silent sales person for every brand, it is important to build the brand’s promise and value into every aspect of the design. When done effectively, even start-ups can develop products that make the brands appear successful and established. When done creatively, packaging can be designed to look upscale and elegant, creating an instant connection with the consumer.