Packaging Design Brief Template

Section 1: Company & Product Overview

• Company name: ___
• Product name: ___
• Product category: ___
• One-sentence product description: ___
• Key ingredients / materials: ___
• Product size / weight / dimensions: ___
• Number of SKUs / variants: ___
• Retail price point: ___

Section 2: Target Customer

• Who is buying this? (Be specific. Not "everyone") ___
• What problem does it solve for them? ___
• What do they care about most? (Quality, price, sustainability, convenience, status) ___
• Where do they currently buy similar products? ___

Section 3: Competitive Landscape

• Top 3 competitors: ___, ___, ___
• What do their packages look like? (Include photos or links) ___
• What do you want to do differently? ___
• What's the one thing that should set your packaging apart? ___

Section 4: Brand Identity

• Do you have an existing brand identity? (Logo, colors, fonts) ___
• Brand personality (3–5 adjectives): ___
• Brands you admire (any category): ___
• Anything the design should NOT look like: ___

Section 5: Technical Requirements

• Package type: (Box, pouch, bottle, jar, tube, bag, etc.) ___
• Package dimensions: ___
• Print method: (Digital, offset, flexo. Or unknown) ___
• Material preferences: (Matte, gloss, kraft, recyclable, etc.) ___
• Regulatory text required: (Ingredients, warnings, barcodes, certifications) ___
• Do you have a dieline? (If yes, attach) ___

Section 6: Sales Channels

• Where will this product be sold? (Amazon, DTC website, retail stores, all) ___
• Does the packaging need to work as an Amazon main image? ___
• Will it sit on a physical shelf next to competitors? ___
• Is the unboxing experience important for your audience? ___

Section 7: Budget & Timeline

• Design budget: ___
• Target launch date: ___
• Who is the decision-maker for approval? (One person, ideally) ___
• How many revision rounds are you expecting? ___