How to Design Packaging for Ecommerce Brands: Operators Build (E4)
OPERATORS · with Chris Ganz · September 14, 2026 · 89 min
Summary
Packaging is a critical differentiator for DTC brands, and this episode breaks down a professional packaging design process. Learn how to conduct competitor audits, develop compelling concepts, and test designs with real consumers to create packaging that stands out and connects with your audience. This guide provides actionable steps to elevate your product's market presence and customer appeal through thoughtful design.
Key takeaways
Conduct a thorough competitor audit (e.g., analyzing Ollie, Vicks, Beam) to identify opportunities for differentiation before beginning design.
Develop multiple distinct packaging concepts, considering typography, color palettes, and branding elements like mascots, to explore diverse visual strategies.
Prioritize real-world testing of packaging designs with target audiences, including families and children, as their feedback is invaluable for refinement and ensuring resonance.
Recognize packaging as a powerful tool for brand storytelling and emotional connection; design elements should communicate brand values and enhance the overall customer experience.
Balance aesthetic appeal with functionality, ensuring packaging not only looks good but also performs practically in terms of manufacturing, shipping, and storage.
“They have just shown how packaging can be so much of a differentiator.” What does a professional DTC packaging design process look like in practice? Chris Ganz (Senior Creative Director, Trevi) sits down with the Winks team to tackle one of packaging’s hardest problems: standing out on a crowded shelf. The group debates naming, mascots, and color palettes before testing real designs on real families. Chris opens with a full competitor audit, sizing up Ollie, Vicks, and Beam. Three distinct concepts turn into five packaging directions, each with its own typography and color story. The team weighs a winking semicolon against a plush sleep monster, and one child’s smile carries real weight. Powered By Iris https://www.irisfinance.co/operators Skio https://9ops.co/skio-9operators Omnisend https://www.omnisend.com/9operators Richpanel https://9ops.co/richpanel Runneth https://9ops.co/motion-runneth Aftersell https://9ops.co/4i3bb5 Operators Portal https://portal.9operators.com/dashboard Operators Newsletter https://9operators.com/
Conduct a thorough competitor audit (e.g., analyzing Ollie, Vicks, Beam) to identify opportunities for differentiation before beginning design.
What does this episode say about brand & content?
Develop multiple distinct packaging concepts, considering typography, color palettes, and branding elements like mascots, to explore diverse visual strategies.
What does this episode say about product & merchandising?
Prioritize real-world testing of packaging designs with target audiences, including families and children, as their feedback is invaluable for refinement and ensuring resonance.
What does this episode say about dtc strategy?
Recognize packaging as a powerful tool for brand storytelling and emotional connection; design elements should communicate brand values and enhance the overall customer experience.
What does this episode say about dtc strategy?
Balance aesthetic appeal with functionality, ensuring packaging not only looks good but also performs practically in terms of manufacturing, shipping, and storage.
