Marketing a product and creating a "brand" requires much more than a pretty package. It also takes much more than a great design idea to produce packaging, and bring a product to market. A collaborative relationship between a designer and supplier is essential - as well as having a design 'story' about your brand.

Jeannie Joshi, principal designer at Joshi Design, works with many luxury brands to do this, and describes the extensive amount of planning that is involved when a brand is deciding on a design direction. "It doesn't happen by chance," she says. "Working with the right supplier partner is critical," she adds.

Joshi discussed this topic along with Laura Carey, director of sales, Arkay Packaging, during a conference at HBA Global 2015. Arkay Packaging is often called upon to produce cartons that are in line with a designer's vision. "Secondary packaging is so important because it has the added burden of being the first part of a product that a consumer sees and touches," Joshi says.

Choose a 'Story' To Tell, To Connect to Consumers

Joshi and Carey both say they often hear the same comments repeated by a prestige brand - the need to convey luxury, right through to a product’s secondary packaging.

"This involves so much more than choosing a type of paperboard, or the type of decorating process for a carton, Joshi says. "A clear vision is crucial, and this must be decided before the design process can begin," she continues. "It is also crucial for everyone working on a launch, including your manufacturing partner, to completely understand the concept," she explains.

Why is a brand's 'story' so important, and how is it linked to design?

"Consumers are able to connect with the brand in a more personal way when its story is reflected in the packaging, through the lens of a design strategy," says Joshi, explaining her design process, "I have to consider the brand as a whole - the packaging, illustrations, graphic elements, and tone of voice - brands to define the perspective of the 'story' they want to tell. The next step is to choose the right materials, colors, and overall look to support the brand's vision."

4 Luxury 'Stories'

Joshi says there are four types of luxury 'stories' a brand can choose to tell: Exclusivity, Lifestyle, Craftsmanship or Authenticity. Each is best conveyed through the use of specific types of materials and decorating processes - and this is where a supplier's expertise is essential.

Exclusivity, says Joshi, is when a brand chooses an invitation-only strategy to engage the consumer. "Ferrari's Sergio is the world's first invite-only luxury car," Joshi explains, as an example. The company pre-sold six automobiles last year and is expected to produce another limited run in 2015.

Carey gives an example, explaining, "To convey exclusivity, we often recommend "special effects," which can be created by using special coatings, foils, embossing and paperboard selection. These techniques are utilized frequently at brands, both large and small, including P&G, L'Oreal, Estee Lauder and even indie brands," she explains.

Lifestyle is when a consumer is "buying" a lifestyle choice, perhaps to flaunt wealth. "On-demand delivery of luxury goods is becoming the norm, as well as the rise of 'lifestyle' concierges. Uber is currently testing same-day delivery on 'high-end items," she says.  "For packaging, this means designs with richly detailed ornamentation…flourishes of embellishment, Baroque curvilinear designs and dense areas of printed or embossed patterns."

Craftsmanship is when a brand demonstrates a "mastery of craft" Joshi says, explaining that a brand telling this story has to have an exquisite design. She explains, "This is demonstrated by outstanding precision, attention to detail — an ode to the timelessness of quality. The use of fine materials will draw the consumer into the brand. The message must be consistent, from the creation of the product through to the design execution of the packaging."

Authenticity, Joshi says, is when "radical transparency" is a priority for consumers. She gives an example, saying that five years ago sustainability was seen as a supply chain problem, but now, it’s a design opportunity.

Final Tip: Collaboration Is Key

While a designer’s expertise lies in choosing the right materials, colors, and overall look to support a brand’s vision, a supplier’s knowledge plays an important role in getting that package produced and the product to market - on time and on budget.

Joshi and Carey have collaborated on various packaging projects, and both agree that the design and production processes run flawlessly when everyone involved is in sync. "Our collaborative relationship begins in the earliest stages of the design and package development processes - and this ensures that the entire project will run smoothly," says Carey.

No project is ever guaranteed to be entirely glitch-free, but Carey says there's just one phrase every brand should remember: Collaboration at Conception.

Carey adds, "If you take the time to work closely with your supplier at the preliminary design phase, you will be able to work out each element. This will ensure the end result is a winning combination of both great design and manufacturing."

Read More:

Joshi and Carey discuss more about how well a project runs when designers and suppliers work together in the feature, Out of the Box Designs for Folding Cartons.