Packaging today is no longer about only protecting a product. It has become a strategic business tool that impacts sustainability, shelf life, logistics, branding, and consumer trust.
From the founder’s point of view at Black Buck Design Studios, after working on more than 750 packaging designs across FMCG, fresh produce, dairy, and food brands, one thing is very clear:
Good packaging does not happen by accident — it is designed with purpose.
From Cost Centre to Growth Driver
In India, packaging was earlier seen mainly as a cost. Brands focused on minimum material, basic printing, and short-term savings. But the market has changed.
Today’s consumer looks for:
- Clean and safe packaging
- Longer shelf life
- Easy handling and storage
- Clear information and transparency
At the same time, retailers demand less wastage, better stacking, and faster movement. This is where modern packaging innovation plays a key role.
As Steve Jobs once said:
“Design is not just what it looks like and feels like. Design is how it works.”
This thought applies perfectly to packaging.
Automation Is Redefining Produce Packaging
Globally, especially in Europe, automation has already changed how fresh produce is packed. India is now moving in the same direction. A strong example is how companies like 4HM Solutions introduced automated systems from Italy’s Frutmac. These machines package fruits into sustainable cardboard trays at a speed that traditional pouch systems cannot match.
Why does this matter?
- Faster packaging reduces labour dependency
- Cardboard-based solutions improve sustainability
- Consistent packing improves shelf presentation
From a design and strategy perspective, automation forces brands to simplify packaging structures, making design clarity even more important.
Sustainability Is No Longer Optional
In India, sustainability was once treated as a “premium feature.” Today, it is becoming a basic expectation, especially in urban and export-driven brands.
Globally, companies like MULTIVAC Group are reducing plastic usage through mono-material films and paper-based solutions. Others, like Sinclair, have moved toward compostable fruit labels. From the founder’s experience, the biggest mistake Indian brands make is:
choosing sustainable material without redesigning the structure.
True sustainability works only when:
- Material
- Structure
- Printing
- Supply chain
are planned together.
As Peter Drucker rightly said:
“The best way to predict the future is to create it.”
Brands that design sustainability into packaging early will lead the market later.
Shelf Life and Quality: The Silent Business Killer
One of the most common problems seen across fresh produce, dairy, and ready-to-eat categories is short shelf life.
Poor packaging leads to:
- Moisture buildup
- Product damage
- Visual quality loss
- Higher returns and wastage
Innovations like modified atmosphere packaging (MAP) and moisture-control designs are now solving real problems, not just adding features. For example, packaging concepts that separate product from excess liquid significantly improve product appearance and shelf life. From a branding angle, this also builds trust — because the product looks fresh till the last day.
From 750+ packaging projects, one insight stands out:
Consumers may forgive a higher price, but they do not forgive poor quality.
Design Still Matters — Even More Than Before
Automation and sustainability do not reduce the role of design. In fact, they increase it.
With fewer materials and simpler structures:
- Typography must be clearer
- Claims must be honest and readable
- Visual hierarchy becomes critical
Packaging today must communicate:
- What the product is
- Why it is better
- Why it is safe
- Why it is worth buying
This is where strategic packaging design connects branding with business outcomes.
What Indian Brands Should Focus on Next
From a founder’s practical experience, here are four clear priorities for Indian brands:
- Design for machines, not just shelves
- Think sustainability as a system, not a label
- Invest in shelf-life solutions early
- Use packaging as a trust-building tool
Packaging is no longer a backend decision. It sits at the intersection of marketing, operations, and consumer experience.
Packaging today decides:
- How long a product survives
- How far it travels
- How it is perceived
After working on hundreds of packaging projects, one belief remains strong:
great packaging does not shout — it works silently, consistently, and honestly.
From: Black Buck Design Studios
Brands that understand this will not just sell more. They will last longer.