Thinking Inside the Box
Thinking Inside the Box: The Power of Internal Packaging Solutions
When we think about packaging, our minds often go straight to what’s on the outside. The box, the tape, and logo on the lid. A lot of the magic of an unboxing experience often happens inside the box.
Internal packaging solutions are a good place for brands to elevate their presentation and protect products inside.
Internal packaging solutions are a good place for brands to elevate their presentation and protect products inside.
Whether it’s branded tissue paper, a thoughtful thank you card, or protective inserts, what’s inside your packaging can make the difference between a one-time sale and a returning customer.
In this article, we’ll explore why thinking inside the box matters and how you can use internal packaging elements to strengthen your brand and protect your products.
Why Internal Packaging Matters
In a world where 89% of people shop online, it’s safe to say that packaging matters.
Both a part of the customer experience and even part of your marketing strategy, every part of your packaging needs to tell your brand story.
Internal packaging plays a crucial role in:
Customer experience – The unboxing moment can spark joy, excitement, and emotional connection.
Brand recognition – Cohesive internal elements reinforce your visual identity.
Product protection – Smart internal packaging keeps items secure during transit, reducing returns and breakages.
Perceived value – Thoughtful details make your brand look more premium and trustworthy.
When done well, internal packaging can transform a simple box into a complete experience.
Small Touches That Make a Big Difference
In a world where 89% of people shop online, it’s safe to say that packaging matters.
Both a part of the customer experience and even part of your marketing strategy, every part of your packaging needs to tell your brand story.
Internal packaging plays a crucial role in:
Customer experience – The unboxing moment can spark joy, excitement, and emotional connection.
Brand recognition – Cohesive internal elements reinforce your visual identity.
Product protection – Smart internal packaging keeps items secure during transit, reducing returns and breakages.
Perceived value – Thoughtful details make your brand look more premium and trustworthy.
When done well, internal packaging can transform a simple box into a complete experience.
Thank You Cards
A printed thank you card is one of the simplest yet most powerful ways to connect with your customers.
It shows appreciation and is a physical touch that digital interactions can’t replicate.
You don’t have to spend a lot of moneyy to get a great result either. Even a small card that says, “Thank you for supporting our small business” or “Thanks for your order, tag us on social media” can make someone smile, and make your customers talk about your brand.
For even more impact, consider adding:
A QR code linking to your website or social media.
A small discount code for repeat purchases.
A thank you card helps humanise your brand and remind your customers there’s a real person behind every parcel.
Free Stickers and Small Gifts
Who doesn’t love a freebie?
A little packet of sweets, or a few stickers, can go a long way to making your customers feel special.
Stickers are a great way to make your customers feel both special and even advertise your brand.
Take a look at this van, for example. There are stickers on the back from both Just Kampers and Vantastic. Both of the stickers came free with an order, and the owners of the van liked the stickers so much that they chose to put the stickers on the back of their camper van.
Now, everywhere they go, every photo they post online, these brands will be distributed. This builds both brand authority and recognition.
A bag of sweets or some stickers is a small gesture that says, “We appreciate you.” And it works.
Branding From the Inside Out
Branded Tissue Paper
Tissue paper is one of the easiest ways to extend your branding inside the box. Whether you use custom-printed tissue with your logo or choose plain colours that match your palette, it helps reinforce your branding when your customer opens their packet.
Coloured Void Fill
Paper void fill, such as honeycomb paper, is available in a wide range of colours, and is available in your brand colours. This will keep your branding consistent throughout not just your parcels, but also the whole customer experience.
Internal printing
Many companies print on the outside of boxes, but what about the inside, too?
Cardboard boxes can be easily branded on the inside to contain messages directly to your customer.
Dividers and Void Fill: Keeping Products Safe and Secure
While presentation is important, product protection is essential. There’s nothing worse for a customer than receiving a damaged item; no amount of beautiful branding can make up for damaged goods.
That’s why inserts and void fill are key components of internal packaging. They serve a dual purpose: maintaining the visual aspect of your packaging and ensuring items stay safely in place during transit.
Custom Inserts
Custom cardboard inserts or moulded pulp trays can be designed to fit your products perfectly. They:
Prevent movement inside the box.
Keep fragile items separated to prevent them from bumping together
Enhance the premium feel of your packaging.
These inserts can also be printed or coloured to align with your branding, reinforcing your identity even as they serve a practical function.
Eco-Friendly Void Fill
With 92% of customers reporting that they trust responsible brands, keeping your void fill eco-friendly is incredibly important. If you are using a plastic void fill, you could print sustainable messages on it, such as the recycled content, carbon impact, and disposal information.
Alternatively, using a paper void fill can be a visual signal to your customer that your brand is socially responsible, as paper is commonly very easy to recycle.
Traditional void fill materials like bubble wrap and foam peanuts are being replaced by sustainable alternatives, such as:
Kraft paper – recyclable, biodegradable, and easy to brand.
Corrugated padding – excellent for heavier or fragile products.
Compostable packing chips – provide excellent cushioning without the plastic waste.
Choosing eco-friendly materials demonstrates your commitment to sustainability, which can significantly boost customer loyalty and trust.
Design Memorable Boxes
The unboxing moment is your opportunity to make a lasting impression. When every detail inside the box feels intentional, customers notice — and they often share it online.
To design an unforgettable unboxing experience:
Start with your brand story – What do you want customers to feel when they open your box?
Use a consistent colour palette – Ensure tissue paper, inserts, and stickers align with your brand colours.
Layer thoughtfully – Place items so they reveal in stages; for example, tissue first, then the thank-you card, then the product.
You can use our free box design tool to create memorable packaging experiences.