How Food Packaging Drives Brand Recognition

So, Which Is Better?

Food brands need ambassadors to help them drive brand recognition on several platforms. These ambassadors are not always influencers or consumers who create user-generated content in the form of reviews. Sometimes, food packaging can be an incredible brand ambassador. 

Packaging gives brands a way to connect with and speak to shoppers. A product lying wrapped on a shelf or in an aisle will create an impression on a customer long before they open the packaging. If a brand succeeds in appealing to customers through packaging, it is well on its way to building recognition and loyalty. 

Food Packaging Builds Trust

A stunning 90% of customers say they are more likely to buy from brands that use sustainable packaging. This means if a brand wants to create an instant lasting impression, sustainability is the way to go. 

What’s more, 43% of customers are willing to pay more for eco-friendly packaging. 59% of Millennials and 56% of Gen Z consumers have bought products with sustainable packaging over the last six months.

A separate survey found that 94% of consumers stay loyal to brands that use clear and honest labelling. This alone shows how much of an impact the right packaging has on consumers. It instantly reinforces a brand’s transparency and reliability. 

Packaging Is a Physical Interaction

Most consumers never directly interact with the companies that produce packaged food products for retailers. Packaging is often the only connection these brands have with their customers. In fact, it is the only physical interaction with the buyer, which is why packaging is also the most visible brand ambassador for many food and beverage manufacturers. 

Designs That Continue to Catch the Eye

Sustainable packaging is only one part of the equation when it comes to brand recognition. Design is a very important component, considering that it drives the brand tone and voice. The more emotionally charged or minimalistic the package design becomes, the more it forges a connection with consumers (depending on the target audience). 

Retro and nostalgic designs are huge in 2025, as they drive an emotional connection between brands and consumers. Packaging that triggers positive feelings will always gain attention and build recall. 

Smarter Packaging

Still, food brands want to be known for more than just their packaging. They want consumers to know that the food inside the packaging is safe and nutritious. This is where smart packaging comes in. 

Brands that use QR codes or NFC technology make it easy for consumers to learn more about the food they eat. These technologies can link to fact sheets about ingredients and nutrition. Interactive formats like these also strengthen the brand connection and continue to build brand recognition. 

Food Packaging Is Big on Social Media

If a brand wants to improve brand recognition among its target consumers, it has to become visible on social media. With the right packaging, a brand can become a hot topic on the most popular platforms, including Instagram and TikTok. About 40% of consumers share branded or unique packaging on social media. 

This word-of-mouth process sparks organic recognition and creates a buzz around specific food items and their packaging. 

The Bottom Line

Brands will never again use packaging solely to contain or transport products. They will continue to use packaging to earn the trust of their target markets and build loyalty through eco-friendly design. If brands spark engagement on top of it, their products will stand out among those of competitors.