Most packaging enquiries sent to suppliers are too vague to produce useful quotes. "We need a box for our product, roughly 30cm × 20cm × 10cm, can you quote?" This will get you a price for something, but whether it's the right something is uncertain.
A well-written packaging brief takes fifteen minutes to put together and produces quotes that are comparable, relevant and actionable. Here's what to include.
Product Information
Physical dimensions: the actual dimensions of the product or products being packaged. Length, width, height in millimetres. If multiple products will go in the same box, the heaviest and most dimensionally demanding configuration.
Weight: gross weight of the product, including any inner packaging. This determines the board grade requirements.
Product characteristics: is it fragile? Does it have sharp edges that could puncture packaging? Is it moisture-sensitive? Does it need ventilation? Is it a liquid that could spill? These characteristics directly affect packaging design choices.
Product value: relevant because it affects how much protection is economically justified. A £5 product doesn't warrant £2 of packaging. A £500 product does.
Packaging Function
Describe what the packaging needs to do, not what it looks like. Functions include:
- Transit protection — the packaging is a shipper and the primary job is getting the product to the customer undamaged
- Retail display — the packaging will be on shelf and visible to shoppers; appearance matters alongside protection
- Warehouse storage — boxes will be palletised and stacked; stacking strength is critical
- Self-assembly — someone at a pick-and-pack station assembles the box hundreds of times a day; ease and speed of assembly matters
Don't assume a supplier will infer these requirements from the product dimensions. State them explicitly.
Distribution Environment
How will the packaged product move?
- Sent as individual parcels via a courier network (DPD, Royal Mail, UPS)?
- Palletised and sent via pallet network?
- Direct to a retailer's distribution centre?
- Shipped internationally?
Each of these environments has different handling conditions. A parcel courier environment involves much more individual package handling — and therefore higher drop risk — than a palletised pallet network shipment.
If the product will go through Amazon FBA or another 3PL, specify this. Most major fulfilment operations have their own packaging requirements.
Volume and Frequency
Estimated annual volume: total units per year. This determines whether you're looking at stock, made-to-order plain, or printed packaging economics.
Order frequency: do you want to order once per quarter? Monthly? On a call-off basis? Suppliers who know your order pattern can plan their production accordingly, which sometimes enables better pricing.
Lead time requirement: when do you need first delivery? What's an acceptable lead time for repeat orders?
Print and Branding
No print required: state this explicitly if you want plain packaging. Don't leave it ambiguous.
Print requirements: number of colours, which faces need to be printed, whether you need a specific Pantone match, whether you'll be supplying print-ready artwork or need design support.
Regulatory or mandatory text: any text that must appear on the packaging by law or by customer requirement (ingredients, allergen information, recycling logos, barcodes).
Sustainability Requirements
If you have specific sustainability requirements — recycled content percentage, specific material certifications (FSC, PEFC), avoiding specific materials — state them in the brief. Don't assume a supplier will default to the most sustainable option.
What You'll Get Back
A brief that covers the above will get you quotes that address your actual requirements. You'll be able to compare them meaningfully. You'll also filter out suppliers who respond with generic quotes that don't engage with your specifics — which is itself useful information about the supplier.