A vague packaging enquiry produces a generic quote. "We need a corrugated box, approximately 300mm x 200mm x 100mm, can you quote?" will get you a price for something. Whether it's the right something at the right board grade, designed for your actual distribution environment, is uncertain.
A well-structured brief takes fifteen minutes to write and produces quotes that are comparable, accurate and actionable. It also filters out suppliers who respond with generic pricing that ignores your specifics.
The product information that determines the specification
Exact dimensions. Not approximate. Length, width and height in millimetres for the product in its most common packing configuration. If multiple products go in the same box, specify the heaviest and most demanding combination.
Weight. The gross weight of the product including any inner packaging or fixings. This is the primary driver of board grade specification. A supplier quoting without knowing the product weight is guessing.
Product characteristics. Is it fragile? Does it have sharp edges that could puncture packaging from inside? Is it moisture-sensitive? Does it need ventilation? Is there risk of liquid spillage? These characteristics directly affect box style, void fill choice and board grade.
Product value. This determines how much protection cost is economically justified. A £500 instrument warrants a different packaging investment than a £12 book. State it.
What the packaging needs to do
Describe function explicitly. Suppliers cannot infer this from dimensions.
Transit protection: the packaging is a shipper and the primary job is getting the product to destination undamaged. Stacking strength, drop resistance and void fill are the priorities.
Retail display: the packaging will be on shelf and visible to shoppers. Appearance and print quality matter alongside protection.
Warehouse storage: boxes will be palletised, stacked multiple layers high, and stored for extended periods. Stacking strength and humidity resistance may be the critical requirements.
Self-assembly: someone at a pick-and-pack station assembles the box hundreds of times a day. Ease and speed of assembly is a real cost consideration.
Distribution environment
How the packaged product moves determines the handling conditions it must survive.
Individual parcels via courier networks (DPD, Royal Mail, Evri, UPS) experience more package-level handling than palletised freight: more pick-ups, more drops, more automated sortation impacts. ISTA 2A, which simulates courier distribution, includes drops from 91cm. That's because it's realistic.
Palletised shipments experience different stresses: sustained compressive load from stacking, less individual handling. The specification priority shifts from drop resistance to BCT and stacking strength.
If your product will go through Amazon FBA or another 3PL, say so. Most major fulfilment operations have published packaging requirements and suppliers familiar with those channels know what passes and what doesn't.
Volume and lead time
Annual volume determines whether you're in stock, made-to-order plain, or printed packaging economics, and how much use you have commercially.
Order frequency. Monthly orders of 500 units and quarterly orders of 1,500 units are different commercial propositions for a supplier even at identical annual volume. Suppliers who know your order pattern can plan production accordingly.
Lead time. If you can accept six to eight weeks instead of two to three, say so. It frequently opens up better pricing.
What a good brief produces
Quotes based on this information address your actual requirements and are directly comparable against each other. Suppliers who engage with your specifics and propose a solution are more useful partners than those who quote the cheapest option that technically fits the dimensions. The brief is as much a filter on supplier quality as it is a pricing tool.