Ecommerce packaging has shaped not only fellow eCommerce shops but also large companies. In that sense, many online stores have become creative in their packaging design and materials as well. That way, they’re able to incorporate brand identity.

As such, online stores and brands have stepped up their game to make sure they communicate branding in every aspect of their business. So, they’re able to establish their identity to customers. In turn, customers can easily recognize them. 

Another aspect of eCommerce packaging is green packaging. More and more companies realize the value of sustainability in business practice. So, it translates to their branding and packaging too.

In this article, we look at 11 companies that have made strides in packaging. We also give a brief overview as to why branding is important in packaging.

 

Branding in Packaging

Brand identity is a key element not only in a company’s products and people but also their packaging. 

The Branding Journal says that companies should also communicate their branding because it helps establish and develop their identity towards their consumers. That way, customers can easily recognize the brand not only just by its logo or products. 

According to Ecomdash, companies should also remember storytelling in branding which should also translate into the packaging as well. It could be in the form of design or copy, So, it’s important to have visuals that tell a story also.

 

Zara

Like many companies or brands, Zara aims to follow the sustainability trend for their products. In doing so, Zara is committed to organic fabrics, eco-friendly stores, and recycled packaging. In its promise to become a sustainable fashion brand, its delivery packaging has also changed.

On the packaging, it says, “our boxes are made of boxes with a past”. It shows that Zara is following through with its commitment. That, in itself, is a step towards their sustainability branding initiatives. It’s important that brands show it’s delivering on its promise, and it’s good that they’re doing their part to become a sustainable brand.

 

eBay

eBay, like Zara (and other companies), looks to become a more sustainable company. They’ve started with their impact initiatives like providing opportunities for communities in need and even helping them become sellers, and raising funds for charity. 

By 2025, eBay hopes to reduce carbon emissions and become a 100% renewable energy-efficient company. Before then, eBay already had its sustainable practices in place.

Back in 2010, eBay gave out 100,000 reusable delivery boxes to its sellers. The delivery box design is great because since it’s going green, it incorporated green on the packaging. It’s not only a design that captures the eye, but also the copies. You can also see that sellers can reuse the box. It’s a way to limit any waste.

 

Crate & Barrel

To further its environmental impacts and sustainability practices, Crate & Barrel incorporated green design in their packaging. They stated in their environmental initiatives page that they will start with their products.

Since their branding is moving towards that direction, it seems that the home and furniture company wants to make sustainability uniform and consistent. That way, their customers know that they’re becoming a greener brand. In turn, customers can associate them as an environment-friendly company to buy their home needs.

 

Ralph Lauren

As with many on this list, Ralph Lauren’s packaging is also focused on sustainability. According to Ralph Lauren, they incorporated sustainability in their products without losing quality. By doing so, they’re committing to a greener approach in selling their products and strengthening their brand identity as one of the popular fashion brands in the world.

Their delivery box is made out of cardboard. Previously, they had a card that thanked a customer whenever they bought from Ralph Lauren. Now its message is printed on the box to reduce waste. In some cases, they’ve also added paper wrap as part of their packaging.

 

Victoria Beckham

To incorporate the style of Victoria Beckham’s clothing brand, Progress Packaging ensured that high-quality products were used while staying eco-friendly. The materials used were recycled craft paper for the boxes, while a gloss foil was used for the logo in the center.

In this case, brands shouldn’t compromise quality, and the Victoria Beckham brand did just that. It still incorporated what we associate Victoria Beckham with, which is posh. Also, according to Progress Packaging, the eCommerce packaging boxes were made to celebrate the launch of the Victoria Beckham online store.

 

Glossier

Glossier is a cosmetic and skincare company. They’re known to have pink in their branding that it’s integrated with their products and packaging.

Its signature pink is seen on the delivery packaging. There’s a copy in there that distinguishes Glossier from other brands. When a customer receives the box, they’ll also get a pink pouch with bubble wrap inside to store make-up properly during transit.

Glossier did receive some criticism over its packaging that it’s changing its packaging to become more sustainable.

 

Colourpop

Colourpop is one of the largest online cosmetic companies in the world. As its name suggests, Colourpop is colorful, and it’s evident in its many products. Colourpop’s branding also reflects on its packaging.

What makes the eCommerce packaging about Colourpop is there are different delivery box designs for their products. It depends on which product you bought or which collection you bought a product from. In that sense, it seems Colourpop wants to establish its branding to show the variety of its products.

Most of their delivery packaging is boxed lids, so it’s easy to open. It’s also reusable too so customers can use it to store their make-up.

 

BMW

While BMW is an automotive company, it tapped Packhelp to create the packaging and design for their new event. Then, BMW sent out some kits to influencers. 

Once you see the box, you’ll notice how elegant the packaging design is. BMW makes itself known as a luxury car brand, and it translates to their packaging. Paired with the black is gold, to add to its fancy-looking design.

The copy “Be The One Who Dares” is the tagline to promote their gold SUV, BMW X2, which may explain the gold pairing in the box. It’s a good way to add that because influencers may associate that color to the new SUV that BMW promoted.

 

Pizza Hut

In this one-of-a-kind packaging design, Oglivy and Mather Group HK decided to take Pizza Hut’s pizza boxes to the next level. In doing that, they added a hole in the pizza box. They even included a projector lens so one can have the full experience.

To watch a movie, one can scan a code on the box. From there, they will flip the pizza saver (pizza tripod included when you order pizza), and turn it into a tripod for the phone. The customer can enjoy watching a movie thanks to Pizza Hut. Many people enjoyed the concept, and it took eating pizza to the next level.

Thanks to this concept, some would associate watching a movie by eating pizza. Through that, Pizza Hut can become the go-to pizza chain for moviegoers.

 

Happy Socks

Happy Socks was once an eCommerce store, but it’s known as one of the most popular sock manufacturers worldwide. They sell socks for different age groups and make it more enjoyable for customers through design.

Their packaging for their gift boxes is on-brand. They have four designs for their eCommerce packaging, which are jungle, watermelon, dog, and bunny. It matches their brand because of the playful nature of the company. Not only that, one can choose to use a box design to meet the preferences of their desired receiver.

 

Missguided

Missguided is one of the largest clothing retailers in Europe. They sell clothes aimed at millennial women and have shirts, dresses, tops, and other clothing for all sizes.

Some online stores would choose to put their logo in the plastic packaging when they ship the items. Some would use the color of their brand to ship their items. However, Missguided took it one step further by adding lips around the packaging.

It seems that Missguided is using that design to be consistent with their branding and their target audience. The packaging design is unique and is one of the coolest on the list.

 

Final Thoughts

Ecommerce packaging plays a significant role in the branding of not only just online stores but companies as well. Packaging has evolved to become more than just plastic or carton or cardboard, that shape or design can make a brand differentiate itself from the competition.

What’s common for some companies is greener packaging, which could be their form of corporate social responsibility or their way to help save the planet. In that sense, they’re using materials that are eco-friendly and reduce waste along the way.

The companies in this list also incorporate their branding not only by just putting a logo but also by putting subtle details like color to associate a new product or design style. Through that, they’re able to communicate their brand identity to their customers.

If you’re looking to revamp your packaging design or create one from scratch, Design Doctor can help you realize your vision. Aside from that, you can also request for other deliverables such as logos and other marketing materials. Check out how Design Doctor can help you here.