The Importance of Secondary Packaging Design

When we think about packaging, most people focus on the primary pack — the container that directly holds the product, such as a bottle or a can. However, secondary packaging, often considered the "outer" box or transit pack, plays an equally vital role in a product’s journey from the manufacturer to the consumer. In fact, secondary packaging design can significantly influence everything from brand perception to operational efficiency. In this blog, we'll explore why secondary packaging design is so important and how it impacts both businesses and consumers.

What Is Secondary Packaging?

Secondary packaging refers to the exterior packaging that holds a single product or bundles multiple units of a product together. It plays an essential role in making products easier to handle, transport, and display. Examples include cardboard boxes for holding multiple bottles of beer, retail packaging to get jars, pots and packets on supermarket shelves or eCommerce packaging for delivering products directly to the consumer's doorstep.

Why Is Secondary Packaging Design Crucial?

1. Protection and Durability
The primary function of secondary packaging is protection. It acts as a shield, ensuring that the product reaches the customer in pristine condition. Whether it’s during transport, on the shelf, or in storage, secondary packaging can help prevents damage from rough handling, environmental conditions or stacking pressure. Well-designed secondary packaging can also help prevent costly returns and complaints, as it reduces the likelihood of products being damaged before they reach the end user.

• See how an attractive eCommerce solution for Upsters Energy Mints has reduced product damage by 18%. Read Case Study 

2. Branding and Unboxing Experience
In today’s competitive market, the unboxing experience has become a critical touchpoint for consumers. Well-designed secondary packaging can enhance this experience, acting as a medium to communicate your brand’s values, aesthetics, and story. For e-commerce brands, in particular, secondary packaging is often the first physical interaction customers have with the brand, and a creative, branded design can leave a lasting impression.

• See how we developed a sustainable, insulated packaging solution for Butcher Base for high quality beef e-commerce delivery. Watch the unboxing experience below and read case study.

3. Sustainability

Sustainability is more than a trend—it's a necessity. Consumers are increasingly conscious of the environmental impact of their purchases, and excessive or wasteful packaging is a major concern. Secondary packaging which uses recyclable materials sends a clear message that your brand cares about the planet. 

The circular economy is at the core of the paper based packaging industry, which uses renewable, recyclable, and recycled materials to create sustainable packaging solutions.

• Renewable: Paper-based packaging is made from recycled and sustainably sourced fibres
• Recyclable: Paper-based packaging can be recycled up to 25 times
• Recycled: Paper-based packaging has the highest recycling rate of any packaging globally

See how we helped Danfoss switch to paper-based packaging, eliminating 300 tonnes of plastic per annum. Read Case Study

4. Supply Chain Efficiencies

Beyond aesthetics, secondary packaging has a direct impact on logistics and operational efficiency. Packaging that is lightweight, compact, and stackable optimises space during shipping and storage. A well-designed secondary package reduces shipping costs, improves warehouse organisation, and makes transportation safer. For businesses that ship large volumes of products, small improvements in secondary packaging design can lead to significant cost savings.

• See how we helped Ugo redesign ecommerce packaging for its juice bottles, resulting in improved pallet usage by 29%, enabling Ugo to reduce CO₂ emissions by 35%. Read Case Study

5. Consumer Convenience
 Secondary packaging can also improve the convenience of handling products for consumers. Multi-pack cartons, easy-carry handles, or resealable boxes make transporting and storing items more manageable. When packaging is designed with consumer convenience in mind, it enhances the overall experience and adds value to the product. Explore our range of renewable, recyclable, paper-based multipacks.

Best Practices for Secondary Packaging Design

• Understand the product’s journey: Consider all stages of the product’s lifecycle, from manufacturing to the point where the consumer opens the package and how easy it is to recycle after use.
• Align with brand identity: The design of the secondary packaging should reflect your brand’s personality. Use colours, logos, and messaging that are consistent with your branding efforts.
• Focus on sustainability: Prioritise materials such as corrugated packaging, which is made from recycled and sustainably sourced fibres and can be recycled up to 25 times, to appeal to environmentally conscious consumers.
• Maximise efficiency: Ensure that the packaging is space-efficient, lightweight, and easy to handle. This reduces costs and minimises the risk of damage during transportation.
• Ensure compliance: Double-check that all necessary information and regulations are met with your packaging design, especially in industries like food, beverages, and pharmaceuticals.

Secondary packaging design conclusion

Secondary packaging design is far more than just a protective box — it's a key aspect of branding, logistics, consumer engagement, and sustainability. Investing in thoughtful and strategic secondary packaging design can yield benefits that go far beyond aesthetics, impacting your bottom line, operational efficiency, and customer satisfaction.

For businesses, this means treating secondary packaging as an integral part of your product strategy, not an afterthought. As consumer expectations evolve, brands that pay attention to the nuances of their packaging design will likely be the ones to capture and retain customer loyalty.