Your product might be brilliant, but if the packaging isn’t doing its job, you’re losing customers before they even reach the till.
By Nathan Sandhu, Founder & Creative Director, Jazzbones Creative
When people think of branding, they often jump straight to logos or websites. But some of my earliest creative roots are firmly planted in packaging — from yoghurt pots to DIY home alarm systems (yes, really).
Before founding Jazzbones, I cut my teeth in the world of fast-moving consumer goods, designing everything from luxury smoked salmon sleeves to budget desserts, from disposable party cameras (remember them?) to CD and DVD covers (yep, those too). I’ve worked across categories, price points and retail environments, and I’ve learnt that the principles of great packaging never really change.
FMCG Packaging: You’ve Got 7 Seconds
That’s roughly how long the average shopper spends deciding which product to pick up off the shelf. Just seven seconds to make a connection. That’s why clarity and simplicity are key. Your packaging has to do the heavy lifting.
In those vital few seconds, the consumer should instantly understand:
- What the product is
- What makes it special
- Why they should trust it
It’s not just about looking pretty. It’s about guiding decision-making. That’s where experience matters.
From High Street to High-End
Over the years I’ve been lucky to work with a wide range of clients including Sky, Miele, MetEx, Sainsbury’s, Asda and Nivea, helping them bring products to life in store and on shelf. Whether it’s a budget-friendly range that needs to stand out in a busy supermarket, or a premium product that demands elegance and restraint, the same creative thinking applies.
Understand the audience, understand the brand, then design something that works in the real world.
We’ve designed for:
- Luxury teas and coffees
- Hair and skincare
- DIY tools and accessories
- Health and wellbeing products
- Consumer electronics
- Retail-ready displays and point of sale
And because we know packaging isn’t just about the design, we can handle the whole process. From concept through to final print and delivery. That includes artwork, die-lines, mock-ups, liaising with printers and ensuring the finished product looks just as good in store as it did on screen. It saves our clients a lot of headaches and ensures projects run smoothly, on time and on budget.
Packaging Trends to Watch
Like everything else in design, packaging is constantly evolving. Some of the current trends we’re helping clients navigate include:
- Sustainability – recyclable materials, minimal plastics, and messaging that reassures the conscious consumer
- Minimalism – clean layouts and stripped-back design that still feel premium
- Storytelling – using packaging to tell the brand’s story, mission or provenance in an authentic and digestible way
- Interactive design – QR codes and digital tie-ins are increasingly part of the physical experience
But trends aside, effective packaging is always about trust. If your brand feels considered, consistent and well-crafted, customers are more likely to pick it up and stick with it.
Why Experience Matters
Anyone can make something look nice on screen. But creating packaging that prints well, complies with regulations, works with different pack formats, and speaks to the right audience at the right time takes experience.
At Jazzbones, we combine deep knowledge of brand strategy with hands-on packaging expertise. We don’t just design boxes. We design experiences that help your products sell.
Whether you need a one-off packaging project, a full range refresh, or a complete concept-to-print service, we’re here to help. And if you want to spread the cost and maximise your output, our Propel package offers packaging and POS design as part of an ongoing monthly service.
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Need help with your packaging?
Let’s talk. Whether it’s a single product or a full suite, we’ll help you get it shelf-ready and shopper-approved.
