September 24, 2025

Once Upon a Brand: How IPL Design Crafts Packaging Stories

As told by LB Odendaal, Head of IPL Design

“The video call connected, and the skincare founder held up her sample moisturiser to the camera. As Head of IPL Design (a specialised studio division of IPL Packaging), I’ve conducted countless virtual consultations with founders and brand managers around the world, each bringing unique creative challenges to our team.”

“I want the brand to feel luxurious, like stepping into a world-class spa,” she explained. “But I’m looking for packaging that tells that story from the moment someone sees it on-shelf or in an online store. I need something that will make my product stand out and create a memorable first impression.”

I immediately understood. For luxury brands, custom packaging is often the first touchpoint with customers, setting the tone for the entire brand experience. The challenge isn’t just creating beautiful packaging – it’s crafting a design that transforms a product into a brand story that resonates and drives purchase decisions.

“Custom design is where brands truly differentiate themselves,” I assured her. “We’re not simply packaging suppliers – we’re strategic design partners who understand that exceptional packaging is the starting point for turning a product into a brand.”

This challenge – creating distinctive brand experiences through design – is exactly where IPL Design thrives. We’ve built our studio specifically to solve these brand storytelling challenges. Drawing on our team’s combined experience in packaging design, I shared my screen to walk her through how we approach bespoke brand creation.

Together, we explored IPL Design’s capabilities, reviewing some of the relevant projects in our extensive back catalogue. I explained that we don’t just create packaging – we curate brand experiences. We discussed innovative design approaches and embellishment options from our material and manufacturing library – everything from precision embossing and specialty printing to custom structural designs and unique finishing techniques.

I showed her sample imagery of different textures and finishes, explaining how each would create a distinct sensory experience that would make her brand memorable. I presented examples of our custom design work, detailing how thoughtful details could enhance brand recognition and create that crucial emotional connection with customers.

We settled on a sophisticated design featuring:

• Embossed botanical motifs that communicated her natural ingredient story
• Custom colour matching that created instant brand recognition
• Bespoke structural design that enhanced the unboxing experience
• Precision finishing techniques that delivered premium tactile appeal
• Strategic design elements optimised for maximum shelf impact

Each choice reinforced her brand story while creating a distinctive market presence. The botanical motifs weren’t just decorative – they became her signature brand element. The custom structural design transformed routine product use into a luxury ritual. Every detail worked together to create a cohesive brand experience that customers would remember and recommend.

When the first production samples arrived, her reaction was immediate. The packaging looked and felt substantial, sophisticated, and completely unique to her brand. More importantly, it told her story at first glance and created the premium experience her customers expected.

This approach reflects what we consistently see across our client portfolio. When brands invest in thoughtful, bespoke packaging design, they create the foundation for meaningful customer connections. The right design becomes more than packaging – it becomes a brand differentiator that drives recognition and loyalty.

Time and again, we witness the same transformation: a product becomes a brand story, shelf presence improves, and customers develop emotional connections with the unboxing experience. “You were right,” as one recent client told us, “the packaging didn’t just contain my product – it became my brand.”

The Design Difference

This project exemplifies why IPL Packaging invested in a dedicated Design studio. We create strategic brand assets that solve real business challenges. Our integrated approach means custom design concepts flow seamlessly into production, ensuring creative vision becomes commercial reality that drives brand success.

For luxury brands today, we understand that custom packaging isn’t optional – it’s essential for differentiation. Working with IPL Design means accessing creative excellence that transforms products into memorable brand experiences. We help brands tell complete stories that resonate with customers while delivering the distinctive experiences that drive purchase decisions and build lasting loyalty.

Packaging is the starting point for turning a product into a brand. By investing in thoughtful, bespoke design, brands can create a lasting impression, build loyalty, and ultimately, drive their success.

For more information on packaging solutions or to gain insight into our latest packaging trends, follow us on LinkedIn, or join our community of packaging enthusiasts by signing up to our monthly newsletter below. Keep an eye on our news section for insightful articles and innovative ideas around packaging materials, product development and design.