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Editor’s Note (Updated for 2025): Influencer seeding continues to evolve. We’ve added the latest trends, data, and insights below to help you stay ahead this year.

Authenticity is top of mind for most companies and marketers today, and for good reason. 90% of surveyed consumers said that authenticity is important to them when they’re deciding which brands to support. But what exactly is authenticity and, more importantly, how can businesses build it into their branding? 

One answer is influencer seeding. Influencer seeding is when companies send free products to online influencers in exchange for honest reviews, features, or mentions on their platforms. Influencer seeding can extremely effective, particularly with younger generations. 

A big part of this success, however, hinges on whether you can create a unique and memorable unboxing experience with your packaging. With custom-designed packaging, influencer seeding kits can help businesses form more authentic connections with their customers, develop long-term partnerships, and foster creative collaboration with influencers. All of this leads to a more personable, authentic brand identity.

Custom Packaging in Influencer Seeding Kits

While product seeding is an extremely effective tactic on its own, many overlook the importance of using custom-designed packaging to elevate the experience for the influencer and their audience. Packaging is what will help your seeding campaign stand out, starting with a strong first impression.

Captivating First Impressions with Packaging

As the first point of contact, packaging lays the foundation for an influencer’s experience with the product. By extension, it also sets the stage for their audience’s experiences and opinions. Unique designs, eye-catching features, and creative packaging elements can help ensure your seeding kit is captivating from the start.

Reflecting Brand Values and Story 

When it comes to forging authenticity into your brand identity, the “why” is more important than the “what” and the “how”. Custom packaging provides businesses with an opportunity to communicate their values, their brand story, and why they do what they do. If you’re looking for a way to connect more personally with your customers, this is essential.

Enhancing Perceived Value

Influencer seeding kits are already fun but well-designed packaging can also enhance the perceived value of the products inside them. With materials and finishes that reflect your brand identity, and attention to detail, packaging can communicate a sense of luxury, earthy connection, or anything in between.

Crafting Unboxing Experiences 

Memorable unboxing experiences are invaluable in seeding kit marketing. At their core, influencers are seeking to entertain their audiences with interesting or unique experiences. By incorporating unexpected elements, personalized messaging, and unusual presentation techniques, brands can create an unforgettable unboxing experience for the influencer and their audiences. At the same time, this helps brands solidify the impression that they are in tune with their consumers, giving more credence to their appeal to authenticity.

The Power of an Impactful Influencer Seeding Kit

While creating outstanding first impressions and telling a story are all essential factors for portraying a more authentic brand, influencer seeding kits have the ability to take things a step further by doing one simple thing: connecting with individuals.

Developing Authentic Connections with Influencer Seedings

Influencer seeding kits are more than a strategy. It’s an opportunity to build authentic, lasting connections with influencers, their fans, and your wider consumer base as a whole. Researching and identifying the right influencers for your product can not only ensure you’re reaching the right demographics, but it can enable you to customize the experience to the influencer themselves for a more lasting connection.

Creating Long–Term Partnerships and Organic Brand Advocacy

Seeding kits are usually not a one-time interaction; they are the starting point of longer-term relationships and collaborations. By consistently delivering high-quality, personalized, and thoughtfully designed kits, brands can demonstrate their commitment to the influencer’s success. Trust and loyalty can then be nurtured through transparent communication. Once in place, this trust and loyalty can lead to organic brand advocacy.

Fostering Collaborative Creativity with Influencers

Influencers have their own unique perspectives, ideas, and skills. By forming deeper connections and nurturing long-term relationships, brands can tap into these ideas by sparking collaborative conversations with influencers. By asking for input, accepting feedback, and incorporating influencer insights, brands can refine their products, campaigns, and marketing. 

The end result is deeper conversations, more meaningful engagement, and enhanced brand loyalty, all built on the foundation of authentic connection.

Influencer Seeding Kit Trends in 2025: What’s Working Now

As influencer marketing matures in 2025, influencer seeding kits have become a core strategy for brands seeking authentic engagement, product launches, and deeper brand affinity. Below are the most important trends shaping this space right now!

Some of our recent influencer seeding kits:

Personalized Packaging and Unboxing Experiences Drive Shareability

Custom packaging and memorable unboxing moments are now essential. Brands are investing in unique, high-quality packaging, personalized notes, and a theme-based creative presentation to make seeding kits irresistible for influencers to share. This not only enhances perceived value but also strengthens the emotional connection between brand and influencer.

90% of consumers say authenticity is important in deciding which brands to support, and custom packaging helps brands communicate their story and values. Aspire’s guide to influencer strategies notes that personal touches—like exclusive items or handwritten notes—significantly increase the likelihood of organic sharing, even when there’s no formal posting requirement.

Micro-Influencers and Nano-Influencers Lead the Way

Brands are shifting budgets from celebrity endorsements to curated lists of micro- and nano-influencers. These creators offer higher engagement, more trust, and better ROI—especially when seeding kits are tailored to their interests and audiences.

According to the Influencer Marketing Benchmark Report 2024, nano-influencers now make up 75.9% of Instagram’s influencer base, and 44% of marketers report their highest ROI comes from partnerships with nano- and micro-influencers. These creators are also increasingly valued for credibility and selectivity in the partnerships they take on, as emphasized in Stack Influence’s roundup of top micro-influencer strategies.

Full-Funnel Impact & ROI Tracking

Seeding campaigns are no longer just about building awareness—they’re now tied directly to performance. More brands are using affiliate-style links, QR codes, and conversion tracking to measure the real business impact of gifted kits.

In fact, CoaxSoft reports that 89% of marketers now say influencer ROI surpasses other channels, with some campaigns delivering up to a $20 return for every $1 invested. As a result, performance-based deals and commission-driven partnerships are on the rise, giving brands more control and giving influencers more incentive to drive measurable results.

Rise of Long-Term Partnerships and Community Building

Instead of one-off seeding drops, more brands are building ongoing relationships with creators who truly align with their values. These long-term partnerships result in more authentic content, better creative collaboration, and stronger loyalty.

Aspire and Influencer Marketing Hub both highlight that nearly half of marketers in 2025 are prioritizing long-term influencer partnerships over single campaigns. This approach builds trust, fosters community, and creates consistent brand advocacy.

Short-Form Video and Unfiltered Storytelling Dominate

Short-form video continues to outperform static content across nearly all platforms. TikToks, Reels, and YouTube Shorts are now the preferred formats for influencer seeding content—and the unboxing moment is often the centerpiece.

According to Stack Influence, short-form video is the most effective way to showcase the kit experience. Brands that give creators room for spontaneous storytelling—especially during that first open—are seeing higher engagement and more conversions.

Build Authentic Connections with Custom Packaging From Hatteras

Influencer seeding kits are invaluable when companies are looking to build a more authentic brand image. When paired with the impactful capabilities of custom-designed packaging, seeding kits can lead to deeper, more lasting relationships with influencers and a deeper connection with their customer base as a whole.

At Hatteras, we develop visually engaging packaging solutions that are custom-tailored to fit your product and your brand image. With our in-house printing capabilities, mailing and data services, and custom fulfillment, we work closely with you from conceptualization and prototyping to production and delivery to ensure the highest quality, eye-catching packaging. Ready to create something incredible? Connect with our team today to get started.

Hatteras is proud to announce that it has been honored with two industry awards at the 44th annual New Jersey Packaging Executives Club (NJPEC) Package of the Year Awards ceremony, held on December 5th, 2024 at the Madison Hotel in Morristown, NJ. 

Hatteras claimed Gold in the Health & Beauty/Personal Care category for an innovative product launch kit created for Skinceuticals, a L’Oréal dermatological beauty brand. The same project also earned the “Visual Impact” award, underscoring its exceptional design and execution. 

“The packaging design blends elegance and impact, incorporating both visual and tactile embellishments including a soft touch coating, silver foil and a laser-cut and printed reflective acrylic tray that create a truly elevated unboxing experience,” said Jared Jones, Director of Product Development at Hatteras, who attended the awards ceremony.    

“As with many projects of this kind, the concept development process was a highly collaborative one with the client, starting with an initial idea that evolved into a branded experience reflecting the key attributes of the product itself,” describes Kristin Ajar, Senior Account Manager. Hatteras created multiple rounds of prototypes and print tests, enabling the Skinceuticals team to evaluate options for fit, form and function before confidently proceeding to final production. 

In recent years, Hatteras has seen significant growth in its business segment dedicated to supporting influencer seeding programs and product launches for beauty, wellness, and food and beverage brands. “As social media remains a powerful tool for brands to market their products and build excitement around launches, creating memorable unboxing experiences that influencers feel inspired to share online is more important than ever,” said Michael Noerr, Chief Marketing Officer at Hatteras. “It gives Hatteras a unique opportunity to deliver exceptional value to our clients by combining creativity and structural design expertise with manufacturing capabilities and in-house technology and fulfillment solutions, providing a seamlessly integrated service offering.” 

For more information about this project or other examples of immersive product launch kits, please contact your Hatteras representative.

Packaging needs to be more than aesthetically pleasing in the world of folding cartons. It also needs to protect the contents. This means creating the perfect balance between appearance and functionality. 

Let’s look at some key considerations for ensuring the structural integrity of your next folding carton package.

Material Durability and Strength

The choice of materials is at the heart of every structurally sound folding carton packaging. Consider factors such as compression resistance, puncture resilience, and moisture protection. Opt for high-quality, sturdy materials that align with the product’s size, shape, and weight and the environmental conditions to which it might be exposed (heat, humidity, extreme temperatures).

Hatteras’ Director of Structural Innovation & Design, Jared Jones, says “A critical detail in folding carton package design is grain direction – something that packaging printers should be aware of and, if neglected, can have a dramatic impact to end use performance.”

Weight Distribution and Load-Bearing Capacity

Understand the weight distribution of the packaged product and its impact on the carton structure. This means carefully assessing the load-bearing capacity of the chosen carton design, ensuring that it can withstand the product’s weight during storage, transportation, and handling. Certain products may need reinforcement mechanisms and strategic folding configurations to distribute the weight and prevent structural deformation.

Functional Ergonomics and User Handling

Consider the end user’s needs to ensure ease of handling and product accessibility. How will the packaging be opened? How will the product be removed? Ensure intuitive opening and closure, convenient product placement, and, if necessary, ergonomic grip features that facilitate a positive user experience.

Dimensional Precision and Fit Accuracy

 Make sure the product is securely enclosed. Consider all of the product’s dimensions, add in any necessary support structures (such as paperboard rings around bottles or tubes), and ensure a snug and precise fit that prevents unnecessary movement and potential damage. 

Structural Reinforcements and Sealing Mechanisms

Not only does the packaging need to withstand handling, but it needs to withstand the rigors of transportation and distribution. Will you need to incorporate reinforced edges, corner protections, and secure sealing methods, such as adhesive bonding or tamper-evident closures, to protect the packaging from manufacturing to the shelf? 

Folding carton packaging is a marvel of design creativity and structural engineering. With a little planning, you can ensure that your packaging designs are beautiful and strong!  The packaging experts at Hatteras are here to guide you through the process. 

In November 1983, print salesman, Charlie Duerr, embarked on a journey to open his own print shop with a focus on delivering quality products and exceptional service. He named his new company Hatteras – after Cape Hatteras, North Carolina where he loved to vacation and fish.

Fast forward to November 2023, as Hatteras celebrates four remarkable decades as one of the east coast’s premier commercial printing, packaging and fulfillment service providers. What started as a modest operation has evolved into a comprehensive printing hub, showcasing adaptability, foresight, and a commitment to customer-centric values.

Under the leadership of Charlie’s son Bill Duerr, who assumed the role of President in 2016, the company has evolved from a traditional offset print shop into a versatile printing hub equipped with diverse printing and fulfillment capabilities, coupled with cutting-edge technologies – all designed to meet the needs of a diverse client base.

Industry-leading media company, Printing Impressions, took the opportunity to spotlight Hatteras in a feature story about its enduring history and foundation for success. For a closer look at Hatteras’ journey, read the full article in Printing Impressions here.

As Hatteras commemorates its 40th anniversary, the company remains dedicated to maintaining its legacy of quality, innovation, and customer service excellence.

This milestone provides an opportunity to express gratitude to clients, partners, and the dedicated Hatteras team that has played a pivotal role in our company’s evolution and enduring success.

The annual Neographics Awards Ceremony took place on October 5th, 2023 in Philadelphia to honor the outstanding work produced by regional print service providers across a wide range of categories.

Among the standout winners of the evening was Hatteras, which proudly earned three prestigious awards including a Best of Category Award for Product Line Packaging, a Franklin Award for Product Line Packaging, and the First Runner-up in the Power of Print (Best in Show) Category.

Hatteras’ award wins were based on two projects produced for the same client – Peter Thomas Roth, a skincare company with a growing lineup of products. Hatteras closely collaborated with the talented team at Peter Thomas Roth to craft innovative and meticulously designed product seeding kits that not only left an impression on their influencers, but on the Neographics judges as well. (Learn more about one of the winning Peter Thomas Roth projects.)

The ceremony itself was a memorable affair, taking place at the elegant Cescaphe Ballroom in Philadelphia. Attendees were transported back in time with a 1980’s theme event, adding a nostalgic touch to the evening’s festivities. Adding to the entertainment was a comedic performance by a Joan Rivers impersonator.

“This annual gathering provides a great opportunity for the Hatteras team to network with industry peers and be recognized for our employees’ creativity and hard work,” said Hatteras’ Chief Marketing Officer, Michael Noerr.

Hosted by Philadelphia-based Print & Graphic Communication Association, the Neographics’ Power of Print Awards is the nation’s largest regional graphic communications competition, and is dedicated to recognizing the highest level of quality and service within the print industry, with a call for entries sent to more than 5,000 companies each year.

Editor’s Note (Updated for 2025): Influencer seeding continues to evolve. We’ve added the latest trends, data, and insights below to help you stay ahead this year.

Authenticity is top of mind for most companies and marketers today, and for good reason. 90% of surveyed consumers said that authenticity is important to them when they’re deciding which brands to support. But what exactly is authenticity and, more importantly, how can businesses build it into their branding? 

One answer is influencer seeding. Influencer seeding is when companies send free products to online influencers in exchange for honest reviews, features, or mentions on their platforms. Influencer seeding can extremely effective, particularly with younger generations. 

A big part of this success, however, hinges on whether you can create a unique and memorable unboxing experience with your packaging. With custom-designed packaging, influencer seeding kits can help businesses form more authentic connections with their customers, develop long-term partnerships, and foster creative collaboration with influencers. All of this leads to a more personable, authentic brand identity.

Custom Packaging in Influencer Seeding Kits

While product seeding is an extremely effective tactic on its own, many overlook the importance of using custom-designed packaging to elevate the experience for the influencer and their audience. Packaging is what will help your seeding campaign stand out, starting with a strong first impression.

Captivating First Impressions with Packaging

As the first point of contact, packaging lays the foundation for an influencer’s experience with the product. By extension, it also sets the stage for their audience’s experiences and opinions. Unique designs, eye-catching features, and creative packaging elements can help ensure your seeding kit is captivating from the start.

Reflecting Brand Values and Story 

When it comes to forging authenticity into your brand identity, the “why” is more important than the “what” and the “how”. Custom packaging provides businesses with an opportunity to communicate their values, their brand story, and why they do what they do. If you’re looking for a way to connect more personally with your customers, this is essential.

Enhancing Perceived Value

Influencer seeding kits are already fun but well-designed packaging can also enhance the perceived value of the products inside them. With materials and finishes that reflect your brand identity, and attention to detail, packaging can communicate a sense of luxury, earthy connection, or anything in between.

Crafting Unboxing Experiences 

Memorable unboxing experiences are invaluable in seeding kit marketing. At their core, influencers are seeking to entertain their audiences with interesting or unique experiences. By incorporating unexpected elements, personalized messaging, and unusual presentation techniques, brands can create an unforgettable unboxing experience for the influencer and their audiences. At the same time, this helps brands solidify the impression that they are in tune with their consumers, giving more credence to their appeal to authenticity.

The Power of an Impactful Influencer Seeding Kit

While creating outstanding first impressions and telling a story are all essential factors for portraying a more authentic brand, influencer seeding kits have the ability to take things a step further by doing one simple thing: connecting with individuals.

Developing Authentic Connections with Influencer Seedings

Influencer seeding kits are more than a strategy. It’s an opportunity to build authentic, lasting connections with influencers, their fans, and your wider consumer base as a whole. Researching and identifying the right influencers for your product can not only ensure you’re reaching the right demographics, but it can enable you to customize the experience to the influencer themselves for a more lasting connection.

Creating Long–Term Partnerships and Organic Brand Advocacy

Seeding kits are usually not a one-time interaction; they are the starting point of longer-term relationships and collaborations. By consistently delivering high-quality, personalized, and thoughtfully designed kits, brands can demonstrate their commitment to the influencer’s success. Trust and loyalty can then be nurtured through transparent communication. Once in place, this trust and loyalty can lead to organic brand advocacy.

Fostering Collaborative Creativity with Influencers

Influencers have their own unique perspectives, ideas, and skills. By forming deeper connections and nurturing long-term relationships, brands can tap into these ideas by sparking collaborative conversations with influencers. By asking for input, accepting feedback, and incorporating influencer insights, brands can refine their products, campaigns, and marketing. 

The end result is deeper conversations, more meaningful engagement, and enhanced brand loyalty, all built on the foundation of authentic connection.

Influencer Seeding Kit Trends in 2025: What’s Working Now

As influencer marketing matures in 2025, influencer seeding kits have become a core strategy for brands seeking authentic engagement, product launches, and deeper brand affinity. Below are the most important trends shaping this space right now!

Some of our recent influencer seeding kits:

Personalized Packaging and Unboxing Experiences Drive Shareability

Custom packaging and memorable unboxing moments are now essential. Brands are investing in unique, high-quality packaging, personalized notes, and a theme-based creative presentation to make seeding kits irresistible for influencers to share. This not only enhances perceived value but also strengthens the emotional connection between brand and influencer.

90% of consumers say authenticity is important in deciding which brands to support, and custom packaging helps brands communicate their story and values. Aspire’s guide to influencer strategies notes that personal touches—like exclusive items or handwritten notes—significantly increase the likelihood of organic sharing, even when there’s no formal posting requirement.

Micro-Influencers and Nano-Influencers Lead the Way

Brands are shifting budgets from celebrity endorsements to curated lists of micro- and nano-influencers. These creators offer higher engagement, more trust, and better ROI—especially when seeding kits are tailored to their interests and audiences.

According to the Influencer Marketing Benchmark Report 2024, nano-influencers now make up 75.9% of Instagram’s influencer base, and 44% of marketers report their highest ROI comes from partnerships with nano- and micro-influencers. These creators are also increasingly valued for credibility and selectivity in the partnerships they take on, as emphasized in Stack Influence’s roundup of top micro-influencer strategies.

Full-Funnel Impact & ROI Tracking

Seeding campaigns are no longer just about building awareness—they’re now tied directly to performance. More brands are using affiliate-style links, QR codes, and conversion tracking to measure the real business impact of gifted kits.

In fact, CoaxSoft reports that 89% of marketers now say influencer ROI surpasses other channels, with some campaigns delivering up to a $20 return for every $1 invested. As a result, performance-based deals and commission-driven partnerships are on the rise, giving brands more control and giving influencers more incentive to drive measurable results.

Rise of Long-Term Partnerships and Community Building

Instead of one-off seeding drops, more brands are building ongoing relationships with creators who truly align with their values. These long-term partnerships result in more authentic content, better creative collaboration, and stronger loyalty.

Aspire and Influencer Marketing Hub both highlight that nearly half of marketers in 2025 are prioritizing long-term influencer partnerships over single campaigns. This approach builds trust, fosters community, and creates consistent brand advocacy.

Short-Form Video and Unfiltered Storytelling Dominate

Short-form video continues to outperform static content across nearly all platforms. TikToks, Reels, and YouTube Shorts are now the preferred formats for influencer seeding content—and the unboxing moment is often the centerpiece.

According to Stack Influence, short-form video is the most effective way to showcase the kit experience. Brands that give creators room for spontaneous storytelling—especially during that first open—are seeing higher engagement and more conversions.

Build Authentic Connections with Custom Packaging From Hatteras

Influencer seeding kits are invaluable when companies are looking to build a more authentic brand image. When paired with the impactful capabilities of custom-designed packaging, seeding kits can lead to deeper, more lasting relationships with influencers and a deeper connection with their customer base as a whole.

At Hatteras, we develop visually engaging packaging solutions that are custom-tailored to fit your product and your brand image. With our in-house printing capabilities, mailing and data services, and custom fulfillment, we work closely with you from conceptualization and prototyping to production and delivery to ensure the highest quality, eye-catching packaging.Ready to create something incredible? Connect with our team today to get started.

As print buyers, we all want to be friendly to the earth, but what is the best strategy for doing so? Often, our first thought is to use recycled paper with varying percentages of post-consumer waste (PCW) content, and this is a good approach. Yet there are other ways to make earth-friendly decisions when designing and ordering print materials. Let’s look at six simple ways beyond recycled paper to make your print more sustainable.

#1. Spec paper with virgin fiber. While this might seem counterintuitive, virgin fiber is an important aspect of the sustainable print lifecycle. Sixty percent of forests in the United States are privately owned. Demand for pulp-based products keeps our forests a viable source of income for forest owners, making them a valuable asset. If private forests don’t provide revenue, they risk being sold for other revenue-generating opportunities like real estate.

Virgin fiber is also a vital component of the recycling stream. Paper fibers can only be recycled five to seven times before they are no longer usable. To maintain a strong, high-quality pool of recycled paper, virgin fiber must be flowing into the system.

#2. Ask for environmentally friendly inks and coatings. While solvent-based inks and coatings have many benefits, including extremely high scuff-resistance, their use in the print production process emits toxic fumes, and the resulting products cannot be recycled. Water-based inks and coatings, on the other hand, have high performance qualities and do not emit toxic VOCs. Many coatings allow the paper to be repulped and recycled, as well.

#3. Avoid lamination. If you’re specing packaging, try to avoid designs that require lamination. Once plastic film is laminated to paper, that paper becomes much more difficult for mills to de-pulp and reuse. 

#4. Limit foil stamping. Some sources claim that the use of foil stamping in your printed materials does not negatively impact the recycling stream, while other sources state that foil should be used on less than 30% of the material for it to be safely recycled. 

#5. Utilize print-on-demand.  Marketers often print a significant supply of “overs” and store materials in inventory to cover possible future needs. When inventory becomes obsolete and gets thrown away, you’re wasting money and the environmental resources (consumables, chemicals, and energy to run the press) used to create those materials. Making the decision to print-on-demand helps you reduce your environmental impact and reduce your cost.

#6. Clean and de-dupe your customer lists. Nothing says “waste” like undeliverable mail. For the lowest environmental footprint, keep your mailing list accurate, up to date, and free of duplicates.

Each of these six proactive measures counts. Follow all six and you’re a sustainability hero!

Embrace a greener future with Hatteras as your sustainability partner. Our expertise in sustainable printing can help your business make a positive environmental impact. 

When you are shipping products, do you include a simple thank you? You might be surprised by what a difference it can make. Most buyers open the box, take out their purchase, and recycle the box with little thought. But opening the package to find a thoughtful and beautifully printed card can change that experience and win you a loyal customer. 

Take the example of a beauty brand. Let’s say a customer is looking for a specific type of moisturizer. They go to google, search “deep skin moisturizer” and see page after page of product images along with pricing. Many consumers may not know what distinguishes one moisturizer from the next, so the buyer makes a selection based on price, quantity and customer reviews not even paying attention to the name of the brand. 

At first, a nondescript package arrives in the mail. Then, out drops a beautifully printed card with “Thank you!” in a large, handwritten script and personalized with the recipient’s name. Below that is the following message written in a lovely script: 

Hi, my name is Rebecca.

I hope you enjoy your purchase.

Thank you for supporting our women-owned business.

The card includes an invitation to visit the beauty brand’s website and YouTube page for best skin care practices, with a link to send photos of your face before and after using the product. 

Suddenly, the beauty brand is no longer interchangeable with any other company. It has become personal. The company has a name, the buyer knows they are supporting a women-owned business, and the buyer has been invited to share a unique experience with other customers. The chance that this buyer will return to that brand next time they want moisturizer is much higher — all because of a simple “thank you” card. 

How could you use thank you cards to engage with your customers and create a personal connection?  

At Hatteras, we take pride in our ability to understand our clients’ goals and create greater impact through highly customized marketing and fulfillment programs. With our expertise in strategic planning, concepting, high-quality production and automation, we help our clients implement seamless, scalable programs that deliver engaging customer experiences.

Consumers of health and wellness products are demanding more from their brands when it comes to sustainability. From naturally-sourced ingredients and clean labels, to recyclable packaging and sustainable business practices that encompass the entire supply chain, It was a change that was bound to happen.

A strong sense of holistic personal wellness can’t help but foster an awareness of the health of the world around us, and the old “greenwashing” marketing tactic has become much more under the spotlight. This is why genuine sustainability messaging is becoming more integral to wellness brand marketing every day.

A 2021 Global Sustainability study found that 85% of consumers are changing their shopping habits to incorporate a greener lifestyle, particularly in the younger demographics, and governments are already acting to support this shift as well. The new Anti-waste and Circular Economy Law plans to phase out single-use plastic packaging by 2040, and in the U.S., states like Colorado are following the examples of Oregon and Washington in the gradual elimination of plastic bags.

For wellness brands, this means that a full commitment to sustainability is absolutely necessary to remain relevant, competitive, and most importantly, genuine. As one of the first points of contact between you and your customers, reflecting this commitment in your packaging is essential when it comes to maintaining authenticity, creating a cohesive brand image, and increasing customer loyalty.

Authenticity Resonates in Wellness Brand Marketing

As abundant access to information continues to pull back the curtain on tried and true marketing tactics, businesses can no longer rely on gimmicks or catchphrases to elevate themselves in the eyes of their customers. Brands need to be authentic. This is particularly the case in sustainability-focused wellness brand marketing. 

But brand authenticity goes beyond customer perceptions of how well a brand aligns with its own stated values; authenticity also encompasses how well a brand enables consumers to remain true to themselves. This is where incorporating sustainable packaging comes in.

Opting for recyclable packaging materials and circular packaging systems doesn’t just serve as physical representations of your commitment to sustainability, it also reassures your customers that they are not going against their own values by continuing to buy from you. This is essential as the focus of our society continues to shift toward personal environmental responsibility.

In terms of the slightly higher costs that may come with sustainable packaging, even that may not be a deterrent if your customers feel the decreased environmental impact is worth it. In fact, one study found that 74% of consumers are willing to pay higher prices for sustainable packaging. 

Genuine Sustainability Messaging Stands Out

In a 2022 study, 69% of consumers said that eco-friendly packaging was what prompted them to return to a brand. This number may even increase in the future as environmentally-savvy Millennials and Gen-Xers continue to take over as the dominant consumer demographic. One thing is clear: it’s likely that sustainable packaging will soon become non-negotiable for the vast majority of consumers.

In the sphere of wellness brand marketing, this presents a unique opportunity for brands to stand out as leading voices in sustainability within the industry.

The good news is that sustainable packaging makes this easy. While many still associate high-gloss plastics and single-use packaging with luxury, there is a growing movement that wants to change this. 

The aesthetics of simple cardboard packaging and other earthy, eco-friendly materials are set to take the consumer world by storm. Packaging designers can help your wellness brand feel more grounded and connected to sustainability practices. With materials like recyclable cardboard and paper-based products, you can create a unique look for your wellness brand that prioritizes your customer’s holistic experience, rather than catering to an aesthetic that will likely fall out of favor in the coming years.

Lead by Example With Sustainable Packaging from Hatteras

Wellness brand marketing that showcases an authentic commitment to sustainability will do more than connect with customers on their values. It will also position the brands that do take early action on this as thought leaders and proactive problem solvers.

The demand for sustainable packaging is only going to grow. A packaging partner that has experience blending sustainability with aesthetics for a strong communication of brand personality and values will soon be an invaluable part of your business.

As a certified Sustainable Green Printing Partner (SGP), Hatteras places sustainability at the heart of everything we do without compromising on quality. We offer a wide variety of packaging options ranging from folding cartons to influencer kits to point-of-sale displays, that are produced using eco-friendly print technology.

Reach out today to find out how we can help you ingrain sustainability into your wellness brand marketing strategy.

Packaging prototypes, also called ‘comps’ or mock-ups, help to bridge the gap between the design phase and the final production of your packaging. Prototypes are white-paper samples that allow clients to see what a finished piece will look like and how it will function in a practical sense. Because prototyping allows for design challenges to be spotted and addressed early on, it’s ideally used for more complex projects, such as boxes with complicated die-lines and highly customized kits.

Packaging prototypes, in particular, allow for the consideration of everything from how the product will be shipped or mailed to the feel of the material and the consumer experience, ensuring that your brand is fully represented in the quality of the final product.

Testing for Structure and Functionality

Packaging prototypes allow you to settle on a packaging design that meets the needs of your project, particularly with intricate products like influencer kits or displays. By taking the time to craft a fully functional prototype, you can ensure that the packaging serves its purpose both functionally and creatively.

For instance, Marvin, a window and door company approached Hatteras needing a kit for a product re-launch that would clearly communicate the branding while creating a unique first impression. 

By prototyping several different ideas, a solution was crafted that allowed for the elements of the kit to be held in compartmentalized internal trays to create an aesthetically pleasing, one-of-a-kind presentation that perfectly encapsulated Marvin’s values and rebranding goals.

Prototyping gives you the ability to make conscious design decisions with your customer’s experience top-of-mind.

Ensure Brand Standards are Met

Whether you’re launching a new product or going through a comprehensive rebrand, packaging prototypes can help ensure that your brand standards are met and are reflected in your packaging. This can help you maintain or build a reputation for quality and attention to detail. 

Another Hatteras partner, Levia, wanted new packaging that was unique and memorable. With prototyping, Levia was able to find the specific combination of materials and finishings that gave off the right impression and created the aesthetic and tactile appeal they were looking for.

By taking the time to experiment with different packaging options in the prototype phase, you can gain a clearer understanding of what your packaging communicates about your business, helping you more effectively set expectations and build trust with your customers.

Packaging Prototypes Can Help You Enhance Customer Experience

Along with what your packaging says about your company, packaging prototypes give you a clear picture of how your customers will interact with your final packaging product. This is ideal for testing influencer kits and well-boxes where visuals often have to fit around complex internal designs.

Two Hatteras partners, First Aid Beauty and De La Viuda Hot Sauce are both notable for beautiful, elaborate imagery in their packaging. In order to ensure that their products could be effectively packaged without compromising on the space available for the imagery, prototypes were utilized to find designs that would showcase both the products and the artwork.

Packaging prototyping is essential to keeping your brand identity intact and creating a pleasant, memorable unboxing experience for your customers. 

Creating Packaging Prototypes is an Essential Part of our Creative Process

Packaging prototypes are often an underestimated but invaluable part of the packaging design process. Taking the opportunity to understand how your packaging will function and how it will present your products to your customers is an essential step in crafting a brand image that people will remember and resonate with.

Whether you need a specialized package for fragile items or you want to create a visually stunning experience for your customers, our team is ready to collaborate with you to find the perfect packaging solution for your needs.

Elevate your brand with packaging prototyping at Hatteras. Get in touch today.