By: Tyler Gobberdiel
Not long ago, most packaging design briefs focused on one main goal: shelf impact.
And while the retail shelf still matters — a lot — it’s no longer the only place where consumers meet your brand. Today, packaging has to do more. It must work across a fast-evolving ecosystem: in-store, on Amazon, on Instagram, in unboxing videos, and in tiny thumbnail images next to dozens of competitors.
At Damen Jackson, we specialize in packaging that performs — not just in one channel, but across all of them. Here’s what we’ve learned about building packaging systems that flex, scale, and sell everywhere your brand shows up.
1. Start with Clarity, Not Complexity
No matter where your product is seen a grocery aisle, a TikTok post, or an ecommerce search page clarity is key.
When packaging has too many claims, too much decoration, or an unclear hierarchy, it can confuse consumers instead of convincing them. In omnichannel environments, you have seconds to communicate three things:
What is this?
Who is it for?
Why should I choose it?
Whether it’s viewed on a shelf or a smartphone, packaging that answers those questions quickly and simply is packaging that performs.
2. Design for Scale and Flexibility
What looks good in 3D on a shelf doesn’t always translate to 2D thumbnails. And what works in a hero shot may fall apart in a crowded unboxing experience.
Modern packaging systems need to be built with scale in mind from hero SKUs to line extensions, to ecommerce-specific packs or promotional versions.
That means:
Simplified core elements that can carry across formats
Color and shape systems that help consumers navigate variants
Visual assets that work just as well online as they do on a box
This isn’t just about aesthetics, it’s about building design infrastructure that reduces friction across marketing, sales, and production.
3. Make Ecommerce Work Harder
On platforms like Amazon and Walmart.com, consumers rarely see your full package. They see a tiny product image, maybe a detail shot, and (if you’re lucky) a secondary image or video.
If your design relies on tactile finishes, nuanced typography, or physical interaction to sell — you’re missing a huge part of the opportunity.
What we recommend:
Test your packaging at thumbnail size during design
Include ecommerce-specific callouts or visuals (benefit icons, certifications, flavor cues, etc.)
Use mockups to preview how your product appears in platform-specific environments
Great ecommerce packaging isn’t just about visibility, it’s about converting at a glance.
4. Don’t Neglect the Unboxing Experience
In Direct-To-Customer, packaging is part of the product.
It’s your first impression, your brand storytelling vehicle, and a chance to delight loyal customers. And unlike in retail, where consumers see dozens of competing brands, DTC is a controlled, brand-owned moment. Use it.
We work with CPG brands to create DTC experiences that:
Reinforce the brand through voice, materials, and structure
Surprise and reward customers (without driving up cost)
Make it easy to share, think “Instagrammable” by design
Even a small packaging tweak, like a bold interior print, a message under a lid, or a QR code to a loyalty program — can deepen brand engagement and drive retention.
5. Consistency Builds Confidence
Ultimately, consumers don’t separate retail from DTC from ecommerce. They see one brand and inconsistency is one of the fastest ways to erode trust.
That’s why we build packaging systems with consistent:
Messaging and tone of voice
Color and imagery usage
Visual hierarchy and brand marks
Whether someone buys your product in-store or online, the experience should feel unified and intentional.
Packaging Is a Channel
In a multichannel world, packaging isn’t just a container, it’s a performance asset.
It sells. It reassures. It converts. It travels across touchpoints and communicates your brand in places your team can’t be.
If your packaging isn’t built to flex across platforms, you’re leaving growth on the table.
At Damen Jackson, this is what we do every day: design packaging systems that are smart, strategic, and built for the modern consumer journey. Check out some of our recent projects!