Packaging Is Emerging as a Long-Term Brand Asset, Not Just Shelf Design

Design executive Radhika Dhuru argues that distinctive packaging can build lasting brand memory and recognition beyond in-store visibility, citing Parle-G, Fevicol, Paper Boat, Mokobara, The Whole Truth and Slurrp Farm.

— Source publishedTue, 8 Sept, 2026, 09:16 IST·First seen Tue, 8 Sept, 2026, 11:08 IST·Source ET Brand Equity

What happened

Design executive Radhika Dhuru argues that enduring packaging builds brand assets beyond shelf visibility, citing Indian examples including Parle-G, Fevicol,

Key facts

  • a billion people
  • 50 feet

Why this matters

Assess packaging equity as an acquirable intangible asset, prioritizing targets with distinctive, scalable design codes that can extend across categories and channels.

What to watch

  • Brand renovation briefs explicitly classify packaging codes as protected intellectual property or brand assets.
  • Rising use of distinctive pack shapes, proprietary color claims, custom closures and consistent illustration systems across categories.
  • Quick-commerce platforms adding richer product imagery, 3D views or packaging-led discovery modules.
  • More brands measuring unaided pack recognition, search conversion and repeat purchase after packaging changes.
  • Retailers and marketplaces increasing thumbnail standardization, which would reward simple high-contrast packaging systems.
  • Sustainability regulations or material-cost pressure forcing pack redesigns that risk disrupting established visual equity.
  • Audit whether packaging is recognizable without the logo, product name or advertising context.
  • Create a durable packaging asset system spanning color, silhouette, typography, illustration, material and opening experience rather than treating each SKU as a standalone design project.
  • Test pack visibility in quick-commerce and marketplace thumbnail environments alongside physical shelf tests.
  • Protect high-equity visual elements during renovation; evolve functional information and sustainability features without erasing recognition cues.
  • Use packaging as a first-party retention channel through QR-enabled replenishment, provenance, loyalty and product-use content.
  • Develop distinct rules for primary pack, shipping pack and gifting/unboxing moments to prevent delivery commerce from commoditizing the brand experience.

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