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At the foundation of every unboxing experience sit two decisions that most brands make too quickly, too late, or without enough strategic thought: what the packaging is made of, and what shape it takes. These are not production details to be finalised after the design is done. They are brand decisions that shape perception, drive recall, and determine whether a product feels worth its price before it has even been opened.
Take protein powders as an example. The Whole Truth uses zip-lock pouches, which signal simplicity, honesty, and everyday usability. Other brands package similar products in rigid plastic tubs that feel more traditional and gym-oriented. The formulation may be identical, but the experience of storing it, opening it, and living with it is completely different. That difference is entirely created by material and shape, not by what is inside.
This pattern repeats across categories. Some brands choose unconventional structures to stand out. Others prioritise practicality, reusability, or cost efficiency. Neither approach is wrong, but neither should be accidental. At Confetti Design Studio, these decisions are made with the same rigour applied to positioning and visual identity, because they carry just as much strategic weight.
There are products where the packaging structure has done more for brand recall than the product itself. Kinder Joy is remembered as much for its egg-shaped shell as for what is inside it. Toblerone's triangular prism is instantly recognisable without a single word of branding. Pringles disrupted an entire snack category not by making better crisps, but by replacing a fragile packet with a cylindrical can that protects the product, stacks cleanly, and feels considered.
Compare Pringles with Lay's. Both sell crisps. Pringles commands a meaningfully higher price point, and a significant part of that premium comes from packaging structure alone. The can, the lid, the uniform stack, the sense that someone thought about how this would actually be used. These are not aesthetic choices. They are commercial ones, and they compound every time a consumer picks the product up. Most brands stop thinking about the label. This is also where the real opportunity tends to live.
Weight, texture, resistance, the sound a lid makes when it opens, the way a seal feels when it is broken for the first time. These are the moments that form a consumer's initial quality judgment, and they happen before a single ingredient has been read or a single product benefit has been communicated. Material and shape are doing brand work constantly, quietly, and at a level most packaging briefs never address.
At Confetti, material and shape decisions are not driven by trends, mood boards, or what looked interesting in a reference pack. We use a structured internal framework called the Packaging Resonance Score to evaluate and recommend the right packaging direction for each brand.
This framework allows us to assess different material and structural options objectively across multiple dimensions simultaneously, including the price positioning of the product, ease of use for the consumer, manufacturing cost and feasibility, transportation and logistics efficiency, and shelf presence and unboxing distinctiveness. Each option is scored across these parameters, and the direction that performs best overall becomes the recommended one. The result is an unboxing experience that is not just visually interesting but practical, scalable, and commercially viable from the start.
In many cases, clients do not have existing relationships with manufacturers capable of producing specialised materials or custom structures. When that happens, we bridge the gap. We connect clients with the right manufacturing partners so that ideas move beyond concepts and can actually be executed at scale, without the months of searching and missteps that typically accompany this part of the process.
For brands that require a unique mould, a proprietary shape, or a non-standard packaging structure, Confetti has an in-house 3D modelling team. Custom packaging structures are designed, modelled, and refined internally, keeping the process tight and ensuring that what gets built reflects the original strategic intent rather than whatever the nearest available manufacturer can produce.
Vaahe is a spice brand we worked with that operates in one of the most commoditised categories in Indian retail. At the time, virtually every brand in the spices market used plastic or paper packaging. We recommended tin containers, something that was almost unheard of in the category. The tins felt premium, reusable, and genuinely gift-worthy, aligning precisely with where Vaahe wanted to position itself. That single material decision helped the brand stand out immediately and elevated its perceived value in a way that no amount of label redesign on a plastic pouch could have achieved.
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Material and shape decisions fail most often not because the ideas are bad, but because the execution reality is never properly interrogated before approval.
For FMCG brands, packaging structure and material sit at the intersection of brand perception, supply chain reality, and unit economics. A decision made poorly at this stage creates problems that ripple through every subsequent part of the business, from production costs and logistics to how the product is received and reviewed by consumers.
For D2C brands, where the unboxing moment is often the first physical interaction a customer has with the brand, material and shape carry even more weight. The product arriving in something that feels considered and deliberate signals quality before it has been used. The product arriving in something that feels cheap or generic signals the opposite, regardless of what is inside. Getting this right is not about spending more on packaging. It is about making better decisions earlier in the process, with the right framework, the right category knowledge, and the right manufacturing connections to back them up.
Every material and shape recommendation Confetti makes is specific to the brand, the category, the price point, and the retail or delivery context the product will live in. We bring structured evaluation, genuine category knowledge, manufacturer access, and in-house 3D modelling capability to every packaging project, ensuring the decisions made at this stage are ones the brand can actually build on.
If you are at the stage where packaging structure and material are being decided, or if you are finding that your current packaging is not communicating the value of your product the way it should, that is exactly the conversation this process is built for. Get in touch with Confetti to talk about material and shape identification for your packaging.
We worked with Bingo (by ITC) to help them launch India’s next viral beverage; Aam Panna
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Global award-winning Identity & packaging design for US's health & lifestyle startup AIM Nutrition
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Building India’s fastest growing D2C supplements brand, Miduty by redesigning their branding, packaging & e-commerce website
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Material and shape set the tone for the unboxing moment before the product is even seen. They influence how the package is held, opened, and remembered, which directly shapes the first emotional response. A thoughtful structure can create anticipation, surprise, or reassurance, while a poorly considered one can make even a great product feel underwhelming.
You can see the impact of this in brands like Kinder Joy, Pringles, and Toblerone, all of which became instantly recognisable and shareable partly because of their distinctive shapes. At Confetti, structure is considered alongside visuals and usually takes around one week, because form and function need to work together. If you want to shape how your product emotionally arrives in someone’s hands, hopping on a short call with our experts is the best way to explore that intent early on.
Packaging structure plays a powerful role in how value is perceived, even when the product inside is identical. Thoughtful structure signals effort, care, and intent, clearly separating a brand from generic competitors. The way a box opens, how layers are revealed, or how the product is held can instantly make something feel more premium and considered, justifying a higher price point in the customer’s mind. At Confetti, perceived value is designed consciously, with dedicated 3D modelling specialists exploring structure alongside visuals. If you want to align packaging structure with how your product is priced and positioned, hopping on a short call with our experts can help you map that relationship clearly.
When we recommend packaging materials and shapes, we look at more than just how they’ll look. Cost, scalability, sustainability, logistics, and brand perception all play an equal role in the decision. Strong brands find the balance between ambition and feasibility, creating packaging that feels considered without becoming impractical or expensive to produce at scale. At Confetti, every recommendation is production-aware, so ideas are tested against real manufacturing and supply chain constraints. If you want to align creative ambition with what’s actually viable, hopping on a short call with our experts is the best way to work through those trade-offs together.
Unique packaging ideas only work if they can actually be made. Many concepts look great on screen but fall apart once manufacturing realities come into play. That’s why feasibility has to be considered early, not after a direction is already locked. Cost, tooling, timelines, and consistency at scale all influence whether an idea can survive beyond the prototype stage.
At Confetti, we involve constraints and vendor input early in the process. We work with a wide network of manufacturing partners and consult them while ideas are still being shaped, not after decisions are final. This helps refine concepts before they become expensive problems. If you want to explore bold packaging ideas without running into last-minute surprises, hopping on a short call with our experts can help pressure-test feasibility upfront.
Unconventional packaging can have a real impact on brand recall and premium perception when it’s tied closely to the brand’s story. When the structure or format feels intentional, it becomes memorable, shareable, and sometimes even viral, reducing the need for heavy marketing spend. Brands like Kinder Joy, Toblerone, and Pringles didn’t choose unusual shapes for novelty alone. Their packaging reinforces how the product is experienced and remembered.
At Confetti, uniqueness is always purposeful, and for brands that want to go the extra mile, we typically spend two to three weeks developing these ideas properly. If you’re considering unconventional packaging and want to assess whether it truly fits your brand and goals, a quick call with our experts can help you make that decision.
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How Neeman's democratised sustainable footwear for India rather than premium-ising it, and why the brand identity has not yet caught up with the product's ambition.
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How Snitch went from Rs 11 crore to Rs 900 crore in five years by building the fastest trend pipeline in Indian menswear, and why the next Rs 900 crore requires something the machine cannot produce by itself.
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How the Comet sneakers brand is building hype in India through iconic design, limited drops and streetwear culture.
How UnderNeat is normalising shapewear in India through influencer-led branding, real women, and category-first storytelling.
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How Plum turns simplicity and functional design into a skincare staple, and what it takes to go from dependable to iconic.
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How Indri became India's most awarded single malt by designing for all five senses, not just the glass.
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How Wellbeing Nutrition built a design system flexible enough to serve every age group without losing the plot.
How Hocco reimagined indulgence through playful design, bold naming, and a joyful brand language that India's frozen aisles had never seen before.
A closer look at how Two Brothers translates farm-first values into a trusted, premium identity.
How The Whole Truth turned honesty into a design system, a business model, and a transparency movement.
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