At the core of client-centric packaging is the principle of designing solutions that are tailored to the specific needs of a brand. While it may be tempting for agencies to come up with creative, award-winning packaging designs, if the design doesn’t align with the client’s business goals or practical limitations, it ultimately fails.
Packaging is a crucial touchpoint that connects brands to their customers, and no two clients are alike. This means that packaging solutions must be adaptable and considerate of:
A deep understanding of the client’s business model and market dynamics is essential to delivering packaging that works in the real world.
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Let’s start with an example from BEAN CREATIVE®’s portfolio. EcoClean™, a provider of microbiological solutions for wastewater treatment in Vietnam, came to BEAN Creative with a simple request to refine their logo. Initially, the company believed that their logo update would suffice to meet their branding needs as they grew. However, as their product line expanded, it became clear that a more cohesive graphic system was necessary.
Our team quickly realized that EcoClean™'s packaging lacked the consistency needed to support the brand’s growth. Each product had its own distinct look, diluting the brand’s message and making it harder for customers to recognize the connection between the products. By adopting a client-centric approach, BEAN Creative dug deep into EcoClean™'s goals and long-term vision, creating a unified packaging system that tied together their entire product range.
This wasn’t just about design—it was about aligning the packaging with EcoClean™'s sustainability values and ensuring that it worked within the company’s existing budget and production capabilities. The result? Packaging that reflected the company’s environmental mission, was consistent across the board, and could be scaled as the brand continued to grow. You can view the full case study here.
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EcoClean™’s example highlights a critical aspect of client-centric packaging: practicality. While beautiful design is important, it must be rooted in the realities of the client’s business. A packaging solution that looks great on paper but is too expensive or difficult to produce is not a real solution at all.
A great example of this is a project done by Method, a company known for its eco-friendly cleaning products. When designing packaging for one of their hand soap lines, Method wanted to reflect their commitment to sustainability. They worked with design agency Karim Rashid to create an iconic teardrop-shaped bottle that looked elegant and stood out on shelves. However, the challenge was ensuring that the packaging could be produced sustainably and cost-effectively, without compromising the brand’s core message.
By focusing on practicality, Method used 100% post-consumer recycled plastic for the bottle, which not only aligned with the brand’s values but also kept production costs within budget. This is a perfect example of how a client-centric approach can lead to packaging that is both visually appealing and functional, while still delivering on the brand's promise.
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Another powerful example of client-centric packaging is how the chocolate company, Tony’s Chocolonely, tackled the challenge of budget constraints while staying true to their mission. Tony’s is a brand committed to making 100% ethically-sourced chocolate, and they use their packaging as a platform to communicate this message. Their bars are wrapped in bright, eye-catching paper, but the real focus is on the packaging’s interior, where they explain the brand's ethical stance and mission.
Tony’s Chocolonely faced significant budget limitations during their growth phase, but instead of sacrificing their message, they used these constraints as an opportunity for creative problem-solving. The team worked closely with their packaging designers to find ways to tell their brand story in a cost-effective manner—like incorporating the messaging directly into the packaging material and using recyclable, minimalistic designs.
This approach ensured that Tony’s could still engage consumers with their values without compromising on production costs. The brand's ability to balance creativity with practicality is a prime example of how client-centric packaging can achieve both business goals and ethical alignment.
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A true client-centric approach involves more than just understanding the client’s needs; it requires maintaining ongoing collaboration throughout the process.. Agencies that involve clients in the design process and maintain open communication throughout are more likely to produce solutions that hit the mark. Collaborative design allows both parties to continuously refine the packaging as new insights and challenges arise, leading to a final product that’s both beautiful and effective.
A great example of this is Oatly, the Swedish oat milk brand, and their work with creative agency Forsman & Bodenfors. In order to deliver Oatly’s brand attributes on a limited budget, Forsman & Bodenfors developed a packaging system that would also serve as advertising space, featuring playful text and highlighting key product benefits directly on the packaging. With Oatly’s focus on sustainability and health, the packaging itself became a reflection of the product’s simplicity and eco-friendly values, all while maintaining an approachable, straightforward design.
The packaging’s clean, minimalist look is paired with conversational copy that engages customers while promoting the brand’s commitment to sustainability. For example, the tagline "Havredryck" (Swedish for “oat drink”) reinforces Oatly’s Scandinavian roots and its emphasis on natural ingredients. As Forsman & Bodenfors described it: “This product is as good as it gets. Water, organic Swedish oats, and a little bit of sea salt for flavor. That’s it.”
Beyond just aesthetics, the packaging system was designed with practicality in mind. It allows Oatly’s oat milk to be stored without refrigeration, making it easy for consumers to keep at room temperature until ready for use—a perfect example of client-centric packaging that caters to both brand messaging and customer convenience.
This collaborative effort ensured that Oatly’s packaging was not only visually engaging but also practical, sustainable, and reflective of their brand’s personality, creating a packaging solution that continues to resonate with consumers globally.
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The rise of client-centric packaging signals a shift in how agencies approach packaging design. Rather than focusing solely on aesthetic appeal, agencies now must consider the practical, financial, and operational realities of their clients. This means asking more in-depth questions, fostering collaboration, and designing solutions that work for the client’s long-term goals.
For agencies and brands alike, the future of packaging is one where creativity and practicality meet. Whether it’s through sustainable materials, collaborative design processes, or smart use of budget constraints, packaging is no longer just a vessel for a product—it’s a reflection of a brand’s values, goals, and identity.
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Client-centric packaging offers a blueprint for agencies to deliver packaging solutions that go beyond surface-level design. By deeply understanding a client’s needs, goals, and limitations, agencies can create packaging that’s not only visually compelling but also practical and scalable. The success of packaging doesn’t lie in creativity alone but in its ability to solve real problems for real clients.
From BEAN CREATIVE®’s work with EcoClean™ to industry-leading examples like Method, Tony’s Chocolonely, and Oatly, it’s clear that when agencies adopt a client-centric mindset, the results speak for themselves. Packaging that’s thoughtfully designed from a client-first perspective not only enhances brand consistency but also builds stronger connections between brands and their customers.
As the packaging industry continues to evolve, the client-centric approach is becoming a vital strategy for creating real solutions that work in the real world. By focusing on the client’s needs and goals, agencies can deliver packaging that not only stands out but also makes a tangible impact.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
Another powerful example of client-centric packaging is how the chocolate company, Tony’s Chocolonely, tackled the challenge of budget constraints while staying true to their mission. Tony’s is a brand committed to making 100% ethically-sourced chocolate, and they use their packaging as a platform to communicate this message. Their bars are wrapped in bright, eye-catching paper, but the real focus is on the packaging’s interior, where they explain the brand's ethical stance and mission.
Tony’s Chocolonely faced significant budget limitations during their growth phase, but instead of sacrificing their message, they used these constraints as an opportunity for creative problem-solving. The team worked closely with their packaging designers to find ways to tell their brand story in a cost-effective manner—like incorporating the messaging directly into the packaging material and using recyclable, minimalistic designs.
This approach ensured that Tony’s could still engage consumers with their values without compromising on production costs. The brand's ability to balance creativity with practicality is a prime example of how client-centric packaging can achieve both business goals and ethical alignment.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
