Packaging with Personality: The Power of Illustrated Designs
In today’s saturated marketplace, your packaging often is your first impression. Whether it’s lining a retail shelf or being unboxed in an influencer’s story, packaging has to do more than just hold a product—it has to speak, spark curiosity, and embody your brand.
And when it comes to creating an emotional, eye-catching experience? Illustration is a secret weapon.
Why Illustration Makes Packaging Pop
📦 It Tells a Story at a Glance
Illustration gives your packaging narrative depth. It can express your brand’s heritage, values, or even your product’s purpose—without relying on heavy copy. It’s a visual language that instantly communicates character, emotion, and creativity.
🎯 It Differentiates on the Shelf
In a sea of minimalism and templated design, illustrated packaging grabs attention. Whether it's whimsical, elegant, or editorial, illustration gives your brand a distinctive edge that photography or flat graphics can’t replicate.
💡 It Feels Personal and Handcrafted
In an age of automation, consumers crave the handmade and the heartfelt. Illustrated packaging taps into that desire—especially when the art feels custom, thoughtful, and tactile. It transforms a product into a keepsake.
Real-World Brands Leading the Way
✨ Jo Malone x Artists-in-Residence
Jo Malone regularly partners with illustrators to create dreamy, collectible editions of their fragrance packaging. From floral watercolours to fashion-sketch motifs, each collaboration aligns beautifully with the brand’s refined-yet-playful identity—and makes the product feel even more exclusive.
✨ L’Occitane Holiday Editions
L’Occitane’s illustrated holiday packaging turns their already-giftable skincare into pieces of seasonal art. Collaborations with female illustrators have not only elevated their brand visually, but also emphasized their values around storytelling, nature, and tradition.
✨ Tony’s Chocolonely
This ethical chocolate brand uses bold, blocky illustrations and hand-drawn elements to reflect their mission of disrupting unfair trade. The visual language is instantly recognizable and reinforces their values at every touchpoint.
The Process: Commissioning Custom Illustration for Packaging
Define the Concept & Purpose
Are you designing a limited-edition run? Seasonal packaging? A permanent visual refresh? Knowing the purpose helps shape the direction, style, and scope of the artwork.Find the Right Illustrator
Seek illustrators whose style aligns with your brand—whether it’s refined linework, fashion-forward sketches, or quirky characters. Look at portfolios, social media, and recent client work.Create a Visual Brief
Include key messaging, inspiration, dimensions, color palette, and any must-haves (like space for barcodes, ingredient lists, etc.). Moodboards are your friend.Collaboration & Feedback
Work closely with your illustrator. Give clear, constructive feedback and remember: good illustration isn’t just decorative—it’s strategic.Packaging Production
Once approved, the illustration is integrated with dielines and design files by your packaging or graphic design team.
Ideas for Illustrated Packaging Touchpoints
Outer boxes and sleeves
Label design
Tissue paper, inserts & dust bags
Collector’s cards or tags
Reusable tote bags or pouches
QR codes with animated illustrations
Why It Matters
Illustrated packaging doesn’t just look beautiful—it builds brand love. It makes your product feel more luxurious, thoughtful, and worth talking about. In today’s attention economy, where every unboxing moment could be a post or story, that emotional impact can translate into loyalty and organic reach.
In Summary
Illustrated packaging is more than a pretty surface—it’s a strategic design choice that bridges art and commerce. It adds soul to your product, personality to your brand, and magic to the customer experience.
Whether you're a brand looking to elevate your packaging or an illustrator ready to bring products to life, now’s the time to collaborate—and create something unforgettable.