How to Write a Packaging Design Brief (With a Template You Can Copy)

Packaging projects go wrong most often at the start. Vague briefs lead to generic concepts, endless revisions and arguments about taste. A clear brief does the opposite: it gives the designers what they need, and gives you objective criteria for judging the results.

You do not need a long document. Two or three pages that answer the questions below will do.

Section 1: About the business

• Who are you, and what do you stand for?
• What stage is the business at: launching, growing or repositioning?
• What is the ambition for the next two to three years?

If the brand is still being defined, finish that first. See brand strategy versus brand identity.

Section 2: The product

• What is it, and what does it do or taste like?
• What makes it genuinely different from alternatives?
• What are the key benefits and claims?
• What is the range: one product, multiple variants or sizes?
• Are there plans to add products later?

Section 3: The customer

• Who buys it? Describe real people, not demographics alone.
• Who uses it, if different?
• Where, when and why do they buy?
• What do they currently buy instead?
• What do they care about: price, quality, ethics, convenience, status?

Section 4: The market and competitors

• Name three to five competitors, and include links or photographs.
• What do you like and dislike about their packaging?
• What conventions in the category are you happy to follow, and which would you like to break?
• Where will the product be sold: supermarkets, specialist shops, online, subscription, wholesale?

Section 5: Brand and tone

• Five words that describe the brand's personality
• Five words it should never be
• Any existing brand assets: logo, colours, fonts, imagery
• Any existing brand guidelines
• Examples of packaging or design you admire, and why

Section 6: Objectives

Define what success looks like. Examples:

• Stand out on a crowded shelf
• Justify a premium price
• Communicate a key benefit within three seconds
• Build a recognisable range
• Look good in unboxing photos shared online
• Reduce material or shipping cost

Rank them. Not everything can be priority one.

Section 7: Practical requirements

• Pack formats, sizes and materials, if already decided
• Production quantities and budget per unit
• Printing and finishing preferences
• Storage, shipping and handling needs
• Shelf life or protection requirements
• Sustainability goals. See sustainable packaging design in the UK.

Section 8: Mandatory content

List information that must appear: ingredients, allergens, weights, warnings, certifications, recycling information, barcodes, contact details and legal text. Check requirements for your category before design begins, as they affect layout.

Section 9: Budget and timeline

• Design budget and, separately, estimated production budget
• Key dates: launch, retail submissions, trade shows, print deadlines
• Who approves the work, and how long approvals take

Being open about budget helps the agency propose realistic options. If you are unsure what to expect, see our guide to branding costs in the UK.

Section 10: Deliverables

State what you expect to receive:

• Concept routes and number of revisions
• Final artwork files in printer-ready format
• Dielines and structural drawings
• Range or variant templates
• Mock-ups for sales and marketing
• Support during print production

Copy-and-paste template

Company: … Product: … Customer: … Competitors: … Where it is sold: … Brand personality: … / not … Objectives (ranked): 1 … 2 … 3 … Practical requirements: … Mandatory content: … Budget and timeline: … Deliverables: …

Tips for a better briefing

• Show, don't just tell. Photographs of competitors and inspiration help.
• Share the problem, not the solution. "We need to look premium to gift buyers" beats "make it black and gold".
• Be honest about constraints.
• Brief a conversation, not a document: walk through it with the team.
• Agree who gives feedback. Our packaging design process shows where feedback happens.

Frequently asked questions

How long should a packaging brief be?

Two to three pages is typically enough.

Can I brief an agency without a finished brand?

Yes, but expect a strategy and brand stage first. Packaging that sits on top of an unclear brand rarely works.

Should I name a budget?

Yes. A range is fine. It lets designers recommend what is achievable.

Do you offer help with the brief?

Yes. We often shape it in the first conversation. Book a free brand consultation and we will help.