Secondary Packaging

Keeping its contents secure, protecting them from tampering or damage in transit or storage is a primary function of secondary packaging, but it can do so much more.

A distinctive pack can help a brand stand out at shelf - becoming a recognisable ‘sign post’ to a brand at the First Moment of Truth. By echoing this shape language across a whole product range, secondary packaging can visually ‘link’ associated products, such as refills. It can also communicate subtle messages about a products quality and positioning through form, materials and other sensory qualities.

Once in the home, a brands secondary packaging can deliver a delightful opening experience or, if badly considered, can lead to frustration and a poor product impression at the Second Moment of Truth.