When we talk about artisan brands, we talk about unique identity, careful processes, and values that connect with the “handmade,” the local, and the authentic. In this context, packaging is not just a container — it’s one of the first ambassadors of those values. Creating packaging that accompanies and reinforces that artisanal essence is key. Let’s see why.
1. Packaging as a Brand Presentation
The package is often the first physical element the customer sees, touches, or discovers from the brand. According to a Booz & Company study, for 85% of shoppers, packaging and price influence purchase decisions more than marketing actions.
For an artisan brand, this first contact has a dual mission:
- To convey that there is a manual, honest, special work behind it.
- To stand out from industrial or mass-market brands that lack that “touch.”
When packaging effectively communicates this artisanal value, the brand perception is enriched. When it doesn’t — for instance, if the packaging feels too generic, impersonal, or overly “industrial” — it can create dissonance between what’s said (“artisan”) and what’s seen (“industrial”), which undermines credibility.
2. Packaging as a Generator of Experience and Emotional Connection
An artisan brand seeks to create connection — not just to sell a product, but to tell a story: where it comes from, who makes it, with what materials, and with what values. Packaging can and should be part of that story.
Some examples:
- Include a small card or tag inside the package explaining the process, origin, or artisan.
- Make the “unboxing” meaningful: when opening the package, the moment reinforces “this is special, made for me.”
- Create sensoriality: the touch, the sound of the closure, the smell of the paper — everything can add value.
As a result, the consumer doesn’t just buy the product but also the experience and story around it, strengthening the perception of the artisan brand and fostering loyalty.
3. Sustainability as Added (and Expected) Value
Today’s consumers increasingly value sustainability. In craftsmanship, this often goes hand in hand: local production, small batches, noble or recycled materials.
If the packaging also embraces that value, the artisan brand strengthens its narrative. Trends confirm it: glass, natural finishes, and mono-material packaging are increasingly prioritized.
4. Practical Recommendations for Artisan Brands
To ensure packaging truly reinforces the perception of an artisan brand, consider the following:
- Clearly identify your brand values and ensure the packaging reflects them.
- Choose materials that communicate those values — for example, glass, RPET, kraft paper, cotton labels, cords, etc.
- Pay attention to graphic design: typography, color, and illustrations that look handmade or inspired by craft.
- Create coherence: the packaging should integrate with the rest of the brand identity (website, social media, product label).
- Add a “human touch”: limited edition numbering, artisan’s signature, small thank-you note.
- Consider the unboxing experience: how it opens, what is revealed, what is the “first impression.”
- Check functionality: even if it’s artisanal, the packaging must protect the product, be practical, and meet quality expectations.
- Commit to sustainability: as both added value and consumer expectation.
- Evaluate cost/benefit: good packaging may cost more but can justify a higher price, create loyalty, and stand out.
Conclusion
For an artisan brand, packaging is not an accessory but an integral part of the product and its story. Done well, it turns an object into an experience, a product into a story, and a purchase into a connection. It reinforces authenticity, conveys value, differentiates from the mass market, and allows the customer to feel craftsmanship even before using the product.
At ThePackStock, packaging specialists, we want to help artisan projects stand out through their packaging. Contact us and we’ll advise you.
