Packaging with purpose: Why it’s more than just a box

Ever bought something because the packaging caught your eye?

You’re not alone. 78% of consumers say packaging influences their purchase decisions.* That’s huge - and a reminder that packaging isn’t just a container, it’s a powerful brand storyteller. It’s often the very first impression (and sometimes the lasting one) a customer has of your brand.

At IVE, we believe packaging is a vital part of the brand experience. Whether it’s an FMCG product on a supermarket shelf, the unboxing of a bespoke beauty product or the surprise of promotional merchandise, great packaging doesn’t just protect a product - it creates a human-centred experience that can spark emotion, build trust, and drive action.

How packaging is evolving in Australia

In Australia, packaging has shifted from functional to experiential. Sustainability pressures, e-commerce growth and rising consumer expectations mean packaging now needs to work harder than ever. It’s a brand’s first impression, its loudest voice at point of sale, and a key player in loyalty.

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Here are three trends we’re seeing transforming packaging today:

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1. Sustainability as standard

Consumers have spoken - and they want brands to do better. Sustainability isn’t a nice extra anymore; it’s the expectation. From recyclable and compostable materials to reduced plastics and lightweight design, packaging is under the spotlight like never before. For brands, this shift isn’t just about ticking the compliance box - it’s about showing leadership, proving authenticity, and listening to what your audience really cares about.

2. Smart, connected packaging

The box, label, or sleeve is no longer the end of the journey - it’s the beginning. Packaging is some serious real estate, and smart brands are using it to create stronger connections. QR codes, NFC tags, and AR experiences can turn packaging into a bridge between physical and digital - unlocking personalised content, brand stories, or loyalty rewards. For marketers, it’s not just a smarter customer experience, it’s new data, new insights, and new opportunities to engage.

3. The power of the unboxing moment

Packaging has become theatre. On shelf, it’s what makes someone stop and take notice. Online, it’s what turns a delivery into a brand experience worth sharing. Premium finishes, smart structural design, and thoughtful detail transform packaging into something that creates pride, surprise, and delight. The smartest brands know this – and are using it to their advantage.

Why packaging is a business driver

When done well, packaging delivers:

• Trust and credibility: Materials and finishes that reflect care and quality.

• Brand attachment: Design that delights and keeps consumers coming back.

• Conversion: With 78% influenced by packaging at the point of purchase, it’s a key sales driver.

Think about the last product you bought because it ‘looked right’ in your hands or felt like the brand just ‘got you’. That’s the power of packaging. It’s personal, immediate, and impossible to ignore.  

At IVE, we design, produce and distribute packaging that makes people stop, smile, and connect - because when the box is memorable and resonates, so does the brand.

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