Packaging Design Brief | Guide + Template

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When switching from Google Docs to HolaBrief, I found that our briefs became significantly more in depth
- Terri Williams, Agency Founder

What is a Packaging Brief?

The product's packaging is of the utmost importance because it is the first thing potential buyers notice on a crowded shelf. Every aspect of your product packaging needs to be perfect, from clearly displaying the required information to effectively exhibiting your brand identity to having the appropriate appearance and texture.

Developing a detailed packaging design brief is the only way to guarantee that all the requirements have been satisfied. This leaves no stone untouched and guarantees that you have thoroughly thought about what you want to accomplish for you to be able to convey these goals with the agency you have chosen.

In essence, it provides them with all the information they require regarding the package, allowing them to begin the design process with no room for misunderstanding. Regarding your packaging design, your agency shouldn't be required to make any educated guesses.

Benefits of Implementing a Packaging Creative Brief

In its most basic form, a packaging design brief ensures that you and your agency are working from the same playbook. Because everything should be detailed in your packaging design brief, if your agency makes a mistake on your packaging, they cannot come back to you and say, "well, we didn't realise you needed that." If they do so, they will be in breach of contract.

Because of this, there is a lower risk of the project experiencing any kind of setbacks or delays. Instead, your company can concentrate solely on developing the absolute best design. In addition, it contributes to a better knowledge of the project from the beginning of the process.

How to Write a Packaging Design Brief? A Tested Outline

If you or your firm are interested in working with a design agency to collaborate on the packaging of your product, then you will need to produce a packaging design brief. Here are 5 sections you must include to make your packaging brief effective:

Project Overview

Every project involving the packaging design relies on all parties having an accurate grasp of what is required from the beginning of the process. It will be advantageous if you can give your agency as much information as possible right off the bat. You should begin by sharing specifics about the product, the issues you currently face, the goals you have in mind for the design, and the planned deliverables.

Your overview's primary purpose is to explain the fundamentals that constitute the structure of your packaging design project. Think of this as your pitch, in which you will be promoting your brand and product to the agency you have chosen. As a result, you will need to present the name of your brand, its backstory, and an explanation of how you want to communicate with customers and create your brand through the packaging of your products.


For the design agency you have picked to create packaging that is in line with your company's objectives, they must first have an understanding of those objectives.

Sitting down and figuring out what you want to accomplish is the first step in this process because this will be unique for every company. To get started, consider the appearance of your product packaging as it presently exists and as you intend for it to appear in the future.

Product Description and Requirements

Now is the time to sketch the final form of the product's packaging, taking into account all of the information presented earlier in this section. Whether writing this brief for a box packaging or a specially engineered package design, you must define measurements, packaging attributes, and sustainable packaging approaches. There is no room for excuses.

If your product is already available for purchase, but you want to change the design of its packaging, describe the shortcomings of your current packaging and ask for feedback on how it could be improved.

Visual Direction

After then, you are free to discuss the restrictions placed on the packaging design, such as certain information that is required to be displayed by law or any other significant information that must be included on the box. Is there a certain dimension, form, or piece of artwork that should not be used in the design of the package by the designers?

One more time, this will help reduce the number of revisions and alterations required in the future. If you have references or examples on hand, including them in your response to the brief is usually appreciated.

You can use our interactive Moodboards to take care of this section! Feel free to try it out in HolaBrief without cost!

Milestones and Deliverables

Having a clear idea of when you require the task to be completed right from the start is essential. Because the timeline determines which measures can be taken to finish the project on time, the timeline is the most important part of the project. Mistakes are possible when you are in a rush. The race can be won by consistently working toward a target date.

Build and Download your Packaging Creative Brief Example

Because we have been in your shoes, we know how challenging it can be to create a packaging brief from scratch. You may be a designer or a developer who needs one, but you've never written one yourself before.

Because of this same reason, we decided to build HolaBrief and make several tried-and-true templates available for you to use and customise. You simply have to select the packaging brief option, personalize it by including or excluding certain exercises and questions, and then send it to someone else through email or arrange a meeting to complete it together. Give it a try for free!

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Build interactive briefs that your clients will love to fill out

Either pick from our tested templates or create custom briefs using interactive exercises like Moodboard, Customer Persona, or Competitors Map. Once done, send the link to the client so they can respond without the need to have an account.

Ready to create standout work in less time?

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Ready to create standout work in less time?

Join 1000s of agencies using HolaBrief to set up their projects for success.