Branded food packaging. What’s the big deal?
It can feel like an added, unnecessary expense if you’re a small food business.
But we believe branded packaging is absolutely essential.
Packaging in marketing is your portable, walking advertisement. It’s a very potent marketing formula. Now, more than ever, standing out in the fiercely competitive food industry is crucial. Branded takeaway packaging is the most cost-effective way to appeal to your customer base, establish customer trust and drive sales to your business. We’ll explore all the advantages of custom packaging (including going eco-friendly) and why you should embrace bespoke branding opportunities today.
Related: How to Present Mouthwatering Takeaways Using Premium Food Packaging
Why Use Branded Packaging for Takeaway Food?
The power of branded packaging is not to be underestimated.
Not convinced?
Imagine you’re a potential customer.
You’re at a street food market, hungry to try some delicious goods on offer.
You notice a few people walking past with colourful takeaway boxes holding a steaming portion of fish and chips. The style of the box and the branding has intrigued you, so you ask people where they got it from. You were looking for food because you were hungry, but the packaging caught your attention and convinced you to purchase.
Even if this food is unbelievably delectable, without an eye-catching packaging design, you wouldn’t have been drawn to it in the first place. The branded takeaway packaging did the advertising and secured your decision — this is called brand visibility.
It’s a no-brainer. Investing in branded takeaway packaging will give you a leg-up on your competitors and persuade customers to buy from you again. Let’s look in more detail at how packaging can revolutionise your brand.
Why Branded Packaging Is Important
As explained above, designing unique food packaging allows your business to promote itself the moment customers leave your shop. Branded takeaway packaging doesn’t just come down to the food containers but also the accessories. Think about branding your cups, cutlery and napkins — or perhaps a stylish paper bag or food carrier that is functional, convenient and a clever marketing tool. Here are some fundamental reasons to opt for branded takeaway packaging to increase sales and help build your brand.
The Professional ‘Image’
Branded takeaway packaging plays a crucial role in conveying a sense of professionalism and credibility to customers. When your packaging prominently features your brand logo, colours and design elements, it demonstrates that your business pays attention to the details and takes pride in presenting a cohesive and visually appealing image. By investing in branded packaging, you signal to customers that you value quality throughout your entire operation, from ingredients and food preparation to presentation and delivery experience.
TOP TIP: Remember, eye-catching branded packaging is highly shareable on social media platforms — key for driving brand trust. Customers often take pictures and post them online, amplifying your brand’s visibility and potentially attracting new customers.
Differentiation & the Customer Experience
In today’s competitive market, standing out from the crowd is essential for the success of any business. Branded packaging serves as a powerful tool for differentiation, enabling you to establish a distinctive identity that sets you apart from your competitors.
Your packaging showcases your unique brand identity and creates a memorable customer experience. The visual elements in your design leave a lasting impression and become synonymous with your brand. This helps customers recognise and remember your business, even amidst a sea of other options — particularly if they have a good experience. When customers receive their orders in beautifully branded packaging, it creates a sense of delight and anticipation. It sets a positive tone for the meal, creating a favourable association between your brand and the enjoyment that awaits.
TOP TIP: Developing cohesive brand logos and designs ensures consistency across all touchpoints, aligning your overall brand strategy. It reinforces your brand message and values, fostering a sense of familiarity and trust.
Repeat Purchases, Referrals & Cross-Selling
Customers who receive a positive experience with your branded food packaging (like convenient opening) are likelier to return for future orders and recommend your business to others. It helps generate repeat business and word-of-mouth referrals. Plus, branded packaging in marketing can be leveraged to promote additional products or services, encouraging upselling and cross-selling. It provides an opportunity to showcase new offerings or special promotions directly to customers.
Promote your brand identity beyond boring, non-branded packaging. Custom designs maintain consistency, promote your brand and enhance the customer experience. With 72% of consumers saying that good packaging influences their purchasing decision, developing brand presence by using packaging as an extension of your advertising makes sense. It can also demonstrate your brand’s credibility, retaining a good reputation for well-packaged, tasty food.
Why Colour Matters in Branding
It’s a fact: presentation matters.
Your brand needs to be distinctive to appeal to your consumers. Uniquely packaging your food ensures that it stands out from the crowd. Colour matters in branding because it triggers instant curiosity as soon as someone sees it. As social beings, we’re more inclined to share the appeal of a clever or unusual design with each other. This can help achieve word-of-mouth marketing that costs little to pull off.
Research has shown that 90% of consumers’ purchase judgements are based on colour, with 85% saying that colour is the main factor in their decision. Colour has psychological implications. Think about popular fast-food chains such as McDonald’s and Burger King that use yellow in their branding or red by KFC and Five Guys.
Build Successful Customer Loyalty
You shouldn’t limit your takeaway packaging to enticing new customers — it’s also about retaining a loyal customer base. Creating a unique packaging design will encourage familiarity with your food as consumers start trusting in the quality of your product. Brand recognition is a factor that can increase your revenue by 31%.
Marketing is all about establishing trust between the consumer and the brand. It’s the age of authenticity. With so many brands professing their innate superiority, the market is saturated. That’s why it’s essential to be transparent and authentic in presenting your brand to consumers.
Sticking to your brand values, messaging and image is all about consistency. Consistent brand representation can increase sales for your business, maintaining clarity and confidence in your product.
Eco-Friendly Branded Packaging
One way to encourage customer loyalty is through investing in eco-friendly takeaway food packaging. There has been a recent rise in consumer concerns about our impact on the environment. In fact, most consumers prefer sustainable packaging and have become more environmentally conscious in their purchasing habits. Switching to eco-friendly packaging is an opportunity to showcase brand transparency as consumers look for ways to shrink their carbon footprint.
But it’s not just consumers you need to look out for. October 2023 marks the introduction of the UK government’s single-use plastic ban. Single-use plastic cutlery, plates, bowls and trays all fall under this new legislation — so going sustainable with your takeaway packaging is inevitable. As the UK’s first carbon-neutral food packaging supplier, we can lend a hand and provide viable, eco-friendly custom options to transform how you serve your cuisine.
Related: Which Single-Use Food Packaging Items Are Banned in the UK?
Branded Paper Cups
Sip sustainability. We specialise in fully customised, eco-friendly drinks packaging that combines style and sustainability. You can increase brand awareness by printing your business name, logo or artwork on our takeaway coffee cups. Our responsibly sourced, plastic-free materials and water/vegetable-based inks ensure that packaging is food-safe and environmentally friendly. We use natural substances like PLA and bagasse to create recyclable or biodegradable cups.
Related: Packaging Supplies for Cafés: Everything You Need for Your Coffee Shop
Custom Ice Cream Packaging & Bowls
Pair your custom ice cream tubs with compostable ice cream spoons, including biodegradable and rustic wooden options, for a completely sustainable solution. Unlike traditional tubs and bowls, our durable designs are leak-resistant and stay strong even when in contact with moisture. Our ice cream tubs and soup bowls are lined with either PE or Ingeo™ PLA, a fully biodegradable and compostable coating derived from natural materials that provide a barrier against heat, frost, liquid and condensation.
Branded Takeaway Boxes & Food Carriers
Impress your customers with our custom takeaway food boxes, perfect for both hot and cold food. Ditch the plain packaging and opt for eco-friendly, meticulously designed food boxes and carriers in various sizes, styles and designs that showcase your brand’s unique style and commitment to sustainability. Made from durable and sustainable materials, our custom packaging ensures your takeaways arrive fresh and ready to eat. We even offer storage and distribution services for your custom takeaway food boxes, providing next-day delivery when you need more.
Branded Stickers
Are you looking for a cost-effective custom branding solution? Eye-catching food label stickers give your takeaways a professional and stylish look. Whether sealing sandwich bags or adding a pop of colour to paper cups and ice cream tubs, our custom stickers provide versatile and consistent branding across your entire menu.
Our branded packaging stickers can be environmentally friendly too. Made from paper-based materials and non-toxic inks, they’re 100% recyclable and compostable, making it easy for you and your customers to dispose of them guilt-free.
Custom Paper Bags
Regarding eco-friendly packaging, paper bags are the way to go. Unlike plastic bags, paper-based packaging is a sustainable choice for businesses aiming to minimise non-recyclable waste and reduce their carbon footprint. At Takeaway Packaging, we offer custom-printed designs made from FSC-certified materials, ensuring quality and sustainability. Our paper bags, including SOS paper bags and twisted paper bags, are available in a wide range of styles, sizes, materials and handle designs.
Branded Greaseproof Paper
What sets our greaseproof paper apart is its recyclability. As long as it remains uncontaminated, our greaseproof paper, made from 100% virgin pulp, can be easily recycled or composted domestically or commercially.
Unlike other options, our greaseproof paper doesn’t rely on silicone linings. Instead, it is crafted from natural and tightly woven fibres, forming a protective barrier that effectively prevents water or oil from penetrating the surface. With our greaseproof paper, you can enjoy sustainable packaging without compromising quality or performance.
Related: Can You Recycle Greasy Pizza Boxes?
Sustainable food packaging like compostable Bagasse BePulp containers can keep food hot and fresh with a low environmental impact. All your packaging can be green — down to paper straws and condiments. This is a huge selling point for the environmentally-conscious market — combined with aesthetic and practical packaging — you’re on to a winner here.
Case Study: Marlowe’s Burgers
Different colours and fonts elicit specific emotions and impressions from consumers, so it’s worth considering which to choose to appeal to your target audience. Committing to a simple yet striking colour scheme and consistent fonts will help customers remember your brand. It’ll also make other aspects of your brand marketing easier to manage, including your food packaging.
Marlowe’s Burgers have nailed its branded food packaging. With the intelligent use of bold, black text on the neutral, rustic background of our Kraftware, their branding shines through loud and clear. They’ve included pointers to let customers know their beef is high-quality and responsibly sourced. Custom branding doesn’t always have to be bright, contrasting colours. Marlowe’s has shown that they can reinforce brand consistency in a memorable way with thoughtful logo design and placement.
Read more about Marlowe’s Burgers’ packaging design >
Wrap up Your Rivals with Branded Takeaway Packaging
A bespoke packaging design gives you an advantage over your competitors. Acting as a mobile advertisement, you’re promoting your brand to potential new customers. Unique packaging could be why customers come to you over another brand they don’t recognise.
Branded takeaway packaging can tell your brand’s story, engage customers and emphasise your brand values — all of which create a lasting impression that will drive sales to help you achieve success in a competitive market.
Get in touch with us today to kickstart your journey to unique branded packaging.
