Maximising brand impact: 5 design tips for bespoke apparel packaging

When it comes to apparel packaging, creating a memorable experience can transform your brand from just another online store to a sought-after name. Packaging is often the first physical touchpoint between a brand and a customer, which is why this initial impression shouldn’t be overlooked. 

A thoughtfully designed package communicates your unique brand identity, enhances customer satisfaction and can even boost social sharing. With the rise of unboxing videos on social media platforms like Instagram and TikTok, packaging has transformed into a marketing tool, making it essential to get every detail right.

Below, we’ll walk you through five impactful design tips to help you create clothing packaging that leaves a lasting impression on your customers, reinforces brand loyalty and encourages them to share these unique Unboxing Moment® online.

1. Define and reflect your brand aesthetic

Your packaging should act as a mirror for your brand’s identity. Every detail, from colours and materials to design elements, should reflect your values and target audience.

Ask yourself: what are your brand’s values and who are the customers you want to attract? Whether you're focused on luxury, minimalism, sustainability, or creativity, your packaging should tell this story at every step, from colours and materials to the little extra details that set your brand apart.

When your packaging fully embodies your aesthetic, it creates an unforgettable, cohesive experience that not only leaves a lasting impression but builds trust and loyalty with your customers.

Luxurious & premium 

For luxury fashion brands, premium packaging is part of the brand experience. High-quality gift boxes, often iconic in their own right, are a hallmark of this segment. Louis Vuitton’s Maison box, for example, is instantly recognisable with its rich saffron-and-blue colour palette and signature design. These sturdy, elegant boxes are crafted to be reused, turning packaging into a keepsake that extends the brand’s reach well beyond the initial purchase. 

Signature extras like logo-printed ribbons, personalised thank-you notes and custom dust bags further enhance the unboxing, setting clear expectations of exclusivity and attention to detail.

Minimalistic & sophisticated 

For brands embracing a minimalist yet sophisticated aesthetic, Strathberry is a perfect example. The fashion brand have recently introduced its new premium packaging - elegantly designed collapsible corrugated cardboard boxes. Featuring a double peel-and-seal closure and a convenient ripper opening, these boxes offer a seamless experience for packing, opening and returns.

Committed to sustainability, Strathberry ensures that all packaging materials are FSC-certified and fully recyclable, aligning with their eco-conscious core values.

Beyond functionality, the packaging is thoughtfully designed with personalised touches that enhance the customer experience. Each order is carefully wrapped in branded tissue paper, secured with a signature Strathberry sticker and accompanied by a heartfelt thank-you note. These little yet meaningful details create an unforgettable Unboxing Moment®, perfectly reflecting the brand’s ethos of modernity, sustainability and timeless style.

Bold & creative 

For brands looking to convey excitement and creativity, bold colours and unique packaging elements can make an unforgettable impression. Selfridges, known for its iconic yellow, uses bright yellow interior linings and coordinating tissue paper, creating a sense of fun and vibrancy. This bold colour choice is instantly recognisable and creates a dynamic unboxing experience that reinforces Selfridges’ energetic, playful brand identity.

2. Design the next viral Unboxing Moment®️

The unboxing experience is an often overlooked moment that can inspire customers to share their excitement with friends and followers on social media, transforming a simple delivery into a viral, ‘Instagrammable’ Unboxing Moment®. Thoughtfully designed packaging elements will help resonate with your customer demographics, helping your brand stand out and encouraging customers to become brand advocates.

Personalised touches, such as handwritten thank-you notes, branded stickers on tissue paper and decorative ribbons, elevate the experience, making each box feel like a gift. Adding interactive elements, like a QR code that links to exclusive content - styling tips, behind-the-scenes footage, or a thank-you message from the designer - can make customers feel even more connected to your brand.

These small but impactful details create a memorable unboxing experience that inspires customers to share their excitement to friends and online, strengthening your brand’s online presence and appeal.

Thoughtful, creative and well-designed packaging has the power to turn a simple delivery into a full brand experience that excites, delights and speaks volumes about who you are. From luxurious gift boxes to eco-conscious Kraft options or extravagant, personality-filled designs, every detail matters when it comes to impressing your customers and inviting them into the world of your brand.

Remember, in today’s world of unboxing videos and fashion hauls, your signature packaging can go far beyond just delivering goods. Done right, it can deliver lasting impressions, brand loyalty and maybe even the next viral Unboxing Moment®.

So, make it count—and give your customers something they can’t wait to share!

3. Showcase your sustainable commitments in your apparel packaging 

Fashion brands can highlight their sustainability efforts through thoughtful packaging choices, reinforcing their eco-friendly values and resonating with conscious consumers. Selecting sustainable materials, such as recyclable Kraft paper, corrugated cardboard, or biodegradable alternatives like glassine, can reduce environmental impact while offering durable and attractive solutions. 

Pro Tip: If your products are responsibly sourced or recycled add symbols like the FSC® stamp, while printed messages like “100% Recyclable” encourage proper disposal.  Some brands also incorporate QR codes on the package that link to a sustainability page on their website, where customers can learn more about the company’s efforts and find tips on recycling.

Example: Original Fibres rebranded with eco-friendly packaging, incorporating FSC-certified Kraft paper and glassine garment bags. Their minimalist, cohesive designs align with their slow-fashion principles, resonating with eco-conscious consumers.

Their cohesive colour scheme and responsibly sourced packaging create a distinctive look while aligning with their slow-fashion principles, proving that even minimalistic designs can make a substantial environmental impact. This approach strengthens customer loyalty, as eco-conscious consumers appreciate and are more likely to share brands that align with their values.

4. Optimise packaging size and shape

Finding the perfect-sized packaging for your product is both cost-effective and eco-friendly, as it minimises waste and reduces shipping costs. Consider mailer bags or letterbox-friendly packaging options, which are convenient for customers who want their parcels delivered without requiring a signature.

Brands can benefit from working with a packaging partner who can help identify cost-effective and sustainable sizing packaging solutions that align with your shipping needs while maintaining brand aesthetics. Overall, custom packaging in optimised size can improve efficiency and reduce overall packaging costs.

5. Prioritise functionality and protection

No matter how beautiful the packaging, it must protect the product inside. Materials like corrugated cardboard provide excellent durability, while rigid paperboard options offer a premium feel for luxury brands.

Pro Tip: Include features like:

• Tear Strips: Make unboxing effortless.

• Dual adhesive strips: Simplify returns while maintaining sustainability.

• Water-resistant coatings: Protect items in humid or rainy climates without compromising design.

Example: At Odillo, we collaborated with L’Estrange to create packaging with tear strips for easy unboxing and dual adhesive strips for sustainable returns. 

We specialise in creating bespoke packaging solutions that align with your unique aesthetic and values. We’re here to make your dream packaging come to life. 

Collaborate with us and let’s create a signature packaging experience that not only wows your customers but also strengthens your brand impact, inspires loyalty and makes every Unboxing Moment® a share-worthy moment…