A comprehensive design brief is the single most important thing you can provide to get packaging that truly represents your brand.
Essential Brief Elements
Every good packaging brief should include: brand story, target audience, competitive landscape, functional requirements, budget, and timeline.
Know Your Target Audience
Describe your ideal customer in detail. Age, lifestyle, values, where they shop — the more specific, the better the design outcome.
Study Your Competition
Analyze competing products on the shelf. What works? What does not? Where is the white space for your brand to stand out?