A shipping box might seem like just a way to get your product from point A to point B—but a great branded packaging experience turns that moment into something far more memorable.
Even before a customer opens your product, they’re interacting with your packaging. The box on their doorstep sets the tone for everything inside. And once it’s opened? It might stick around in their home for days, weeks, or even months. That’s not just packaging—it’s a branded experience that lingers.
That’s why I love shipping boxes as case studies: they’re one of the simplest—but most often overlooked—ways to turn a forgettable moment into a SUPER one. It’s an opportunity to delight, to differentiate, and to tell your story… before your product even gets touched.
Because here’s the truth: everything is experience.
From the packaging tape to the thank-you note inside, every detail is a chance to deliver joy, show you care, and express your brand personality.
Whether you ship products daily or only on occasion, these examples are here to inspire you to elevate your own branded packaging experience.
8 Brands That Nail the Branded Packaging Experience
Amazon
Amazon proves that even the most routine deliveries can be entertaining. With quirky box one-liners and seasonal themes, Amazon turns what could be a forgettable moment into something smile-worthy. It’s a reminder that even at scale, the branded packaging experience can still feel personal.
Insomnia Cookies
Insomnia Cookies transforms its shipping boxes into a full extension of its playful, late-night brand. With pun-filled copy and bold visuals, the packaging makes the experience almost as fun as the cookies themselves. It’s memorable, on-brand, and definitely post-worthy.
Primally Pure
Primally Pure—a 100% natural and toxin-free skincare brand—uses minimalist packaging to reinforce its mission. Clean design, calming colors, and messaging like “We’re getting back to the basics of beauty” create an unboxing experience that feels just as pure as the products inside.
Happy Socks
Happy Socks turns its packaging into part of the celebration. Bright, bold, and impossible to ignore, the box itself feels like a gift. It perfectly reflects the brand’s vibrant energy and turns every delivery into a fun and highly shareable moment.
Photo credit: Happy Socks
LEGO
Lego’s shipping boxes look surprisingly plain—and that’s exactly the point. The company intentionally keeps its branded packaging low-key to avoid spoiling surprises, knowing that many of its products are gifts (and often for kids). It’s a brilliant example of what it means to understand your customer’s story and design with empathy. And an example of why sharing your thoughtful decisions is key.
In summary, understanding your customer’s story leads to smarter packaging decisions.
Sweetwater
Sweetwater—the largest online retailer of musical instruments and pro audio gear—adds a sweet touch to every order. When I ordered a microphone, the box arrived with a mini pack of candy inside. It’s a small, simple gesture that makes the experience feel fun, personal, and unexpectedly delightful.
Armoire
Armoire is a subscription clothing rental company for female executives, offering curated looks via in-house stylists. Each outfit is tied with a piece of twine and topped with an origami dress folded from beautiful paper—an elegant touch that reflects the brand’s attention to detail and passion for the experience. It’s a small but meaningful keepsake, which feels especially intentional for a company built around rentals.
Photo Credit: Armoire
Shop One Vintage
Shop One Vintage, an Etsy seller specializing in vintage sports apparel, uses bold, personalized mailers to make an immediate impression. The messaging connects the brand’s story to the customer’s in a way that feels fun and personal—creating anticipation before the package is even opened.
Your customer’s experience doesn’t end at checkout. In many ways, that’s when it really begins.
Brands like Happy Socks and Insomnia Cookies show us how powerful the branded packaging experience can be. A simple shipping box can become a moment of joy or even a keepsake—if you design it with purpose.
So the next time you ship a product, ask yourself:
- What message does this send about my brand?
- Will this make my customer feel something?
- Is this touchpoint just “fine,” or is it one more chance to create a superfan?
The best brands don’t leave those moments to chance. They use every inch—inside and out—to tell a story worth remembering.
And if you ever get a fun or clever package in the mail, I want to see it! Tag me or DM me a photo—I’m always collecting smart ideas.
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