The first impression matters
Before a consumer even tries a product, they interact with its packaging.
At that moment, design has the power to spark curiosity, trust and desire.
In retail, where every second of attention counts, packaging is the brand’s first ambassador.
At Unsquare, we believe packaging is a communication tool, not just protection.
It visually translates a brand’s personality, purpose and promise.
When designed strategically, packaging stops being merely functional and becomes an experience.
Packaging with purpose
Good packaging design starts with a simple question: what do we want the consumer to feel when they see or touch this product?
Effective packaging balances clarity and emotion, informing while inspiring.
Colour, typography, texture and structure all tell a story.
A water bottle such as Água das Pedras communicates naturalness and authenticity through its distinctive green glass and classic typography that evokes tradition.
In 2023, Delta redesigned its packaging, updating its visual system and strengthening its emotional character while balancing tradition and modernity. The new design, internationally awarded, maintains the brand’s essence and enhances its shelf impact.
Each of these examples shows how packaging design can express a brand’s DNA and turn the consumer’s first contact into an experience of recognition and emotional connection.
Visual coherence: the link between product and brand
Every package is part of a broader visual system.
It must communicate consistently with the logo, tone of voice and the brand’s entire graphic universe.
When a consumer recognises a brand just by the shape of its packaging or its colour palette, that is strategic design at work.
It is the result of coherence, consistency and intent.
A well-designed package does not exist in isolation. It reinforces the brand story across every touchpoint, from shelf to screen.
Sustainability and innovation
Today, packaging is also a reflection of brand values.
Consumers expect more responsible solutions that reduce waste and communicate authenticity.
Sustainable design is not a visual trend but an ethical and strategic choice.
Recyclable materials, reusable formats and transparent messaging generate trust and empathy.
When sustainability is built into design, the product gains meaning and the consumer feels part of something bigger.
Design that connects product and experience
Packaging is the first step in a sensory journey.
Touch, sound, fit, aroma, everything communicates.
And when every detail reflects the brand’s essence, consumption becomes a memorable experience.
Ultimately, packaging is communication design in its purest form.
It expresses what a brand is, even before a single word is read.
At Unsquare, we believe packaging design is where strategy meets emotion.
It is the moment where branding becomes tangible, and experience begins with something as simple as opening a box.