In today’s fast-paced world, consumers crave moments of delight and surprise. Stress and uncertainty have made small joys more valuable. One of the simplest ways brands can spark joy is through a memorable unboxing experience.

A thoughtful unboxing doesn’t just show off a product; it creates a moment customers will remember. Done well, it turns a routine delivery into an emotional experience. This strengthens brand loyalty and encourages repeat purchases. Every detail matters: the design, the messaging, and how the product is arranged inside the box. Each touch can add excitement, connection, and satisfaction.

Brands that focus on unboxing know small touches leave lasting impressions. Hidden messages, interactive openings, and personalised notes make customers feel valued. Eco-friendly packaging adds ethical value. Shareable elements encourage social engagement and build community around your brand.

This guide shares nine proven strategies for creating unboxing moments that delight, surprise, and inspire customers to share. Creativity, personalisation, and sustainability can turn every delivery into a chance to connect. Whether you’re a small brand or a major company, mastering unboxing can set you apart. By focusing on the right details, you’ll create experiences that linger long after the package is opened.

One of the simplest yet most effective ways to create a memorable unboxing experience is by adding printed surprises on the inside of your packaging. This could include a heartfelt message, an inspiring quote, playful illustrations, or even subtle brand storytelling element. Inside printing adds a layer of discovery, turning a regular package opening into an engaging and personal experience.

For example, when working with Boody Australia, YETI and Arent & Pyke, we added hidden messages and inner-flap graphics. As customers opened the box, unexpected touches created delight that went far beyond simply receiving a product. This personalisation builds a deeper emotional connection between brand and customer, making them feel valued, recognised, and genuinely appreciated.

Inside printing also encourages repeat engagement. Customers are more likely to share an unboxing experience that surprises or delights them, whether through social media posts or word-of-mouth recommendations. It’s a small but impactful way to extend your brand’s reach while reinforcing positive associations with your product.

Beyond visual appeal, inside printing can reinforce your brand’s messaging and tone of voice. Whether you want to convey warmth, humour, or sophistication, these hidden elements can subtly communicate your brand values. Combined with thoughtful design and high-quality materials, inside printing transforms a simple unboxing into a memorable ritual.

In today’s competitive market, it’s these small details that help a brand stand out. By incorporating unexpected visuals inside your packaging, you’re not just delivering a product – you’re offering an experience that excites, delights, and resonates with your customers long after the box has been opened.

Interactive packaging opens the door to a more engaging and memorable unboxing experience. Rather than relying on traditional box designs, consider incorporating elements that make the act of opening the package a playful and immersive experience. Techniques such as rip tabs, ribbons, magnetic closures, or flip-top designs encourage customers to interact with your packaging, creating anticipation and delight before they even see the product inside.

For example, at Nextpack, we designed a web mailer box with a rip-pull tab. This method includes two strips: one to securely seal the box, and another to allow customers to reseal it if they want to return the item. This not only creates a satisfying opening experience but also adds a practical, reusable element that enhances customer convenience. By removing the need for scissors or tape, it ensures a smooth and enjoyable unboxing moment. In the image on the left / right, you can see the 3M rip pull tab in situ within the YETI web mailer box.

Interactive openings engage multiple senses, turning a simple task into a memorable ritual. Customers feel a sense of accomplishment and excitement as they reveal the contents of the package. This physical engagement creates an emotional connection, which can strengthen brand loyalty and make the experience more shareable.

Brands that embrace interactivity in packaging also signal innovation and attention to detail. Customers notice when extra effort is made to make an ordinary delivery feel extraordinary. These design choices can help differentiate your product in a crowded market, creating a lasting impression that encourages repeat purchases.

Ultimately, interactive unboxing isn’t just about novelty; it’s about creating a memorable customer journey. By making the opening experience playful, surprising, and easy to engage with, you provide moments of joy that resonate with your audience, making your brand more memorable and shareable in today’s competitive landscape.

Personalisation is a powerful way to make your customers feel seen, valued, and emotionally connected to your brand. Adding thoughtful, customised touches to your packaging transforms the unboxing experience from a routine task into a meaningful interaction. This could include a handwritten note, a personalised discount code, a small gift chosen specifically for the customer, or even packaging printed with the customer’s name. Each of these elements signals care and attention, reinforcing the human connection behind the brand.

For example, our client Lark Distillery offers a personalised version of their most awarded Classic Cask Single Malt Whisky. Each bottle and box is made to order, allowing customers to add a name or message for a truly distinctive touch. More than just packaging, this creates a keepsake, which is perfect for birthdays, weddings, corporate gifts, or any milestone celebration. The whisky itself is a tribute to founder Bill Lark’s original recipe, crafted with over 33 years of expertise and reflecting the pristine Tasmanian environment. By pairing such a premium product with personalised packaging, Lark transforms a bottle of whisky into part of a customer’s story, a moment remembered long after the glass is empty.

Personalisation also has practical benefits for brands. It increases engagement, builds loyalty, and encourages repeat purchases. Customers who feel a personal connection are more likely to return, leave positive reviews, and even advocate for your brand online. Small, meaningful gestures can create a lasting impression far beyond the first interaction.

It’s important to remember that personalisation doesn’t have to be expensive or elaborate. Even a simple message acknowledging the customer’s purchase, highlighting the care taken in preparing the order, or including a small token relevant to their preferences can make a big impact. By consistently integrating personalised elements into your packaging strategy, you strengthen relationships, increase brand affinity, and make the unboxing experience truly unforgettable.

Sustainability has become a key consideration for consumers, and weaving eco-friendly practices into your packaging can make the unboxing experience more memorable and meaningful. Today’s customers want products they love, but they also want to buy from brands that actively care about the environment. By prioritising sustainable materials and thoughtful design, you demonstrate commitment to the planet while elevating the customer journey.

Start by selecting packaging materials that are recyclable, biodegradable, or made from post-consumer content. Minimalist designs that reduce waste – such as smaller boxes, compostable fillers, or reusable solutions – are another way to minimise impact. At Nextpack, we make sure all packaging options are sustainable, constantly evolving to adopt the most eco-conscious practices for our clients. This approach adds genuine value to the unboxing moment, as customers feel proud knowing their purchase aligns with their environmental values.

A clear example of sustainability in action is our work with Villeroy & Boch. Their premium dinnerware was once shipped in plain corrugated boxes with paper padding – functional, but not reflective of their luxury brand. We created a clever spring insert made entirely from recycled cardboard that adapts to different plate and bowl sizes, removing the need for costly custom moulding. Printed with vegetable-based inks and fully biodegradable, the insert provides shock absorption and a retail-ready presentation while supporting sustainability goals. This solution not only protects fragile porcelain in transit but also enhances the premium unboxing experience, reinforcing Villeroy & Boch’s reputation for refinement and environmental responsibility. Click here to learn more.

Sustainable packaging also encourages reuse and creativity. A sturdy, well-designed box or container can extend the life of packaging, giving customers a reason to engage with your brand long after the first unboxing.

A key way to amplify the impact of your unboxing experience is to make it shareable. When customers share their unboxing moments on social media, they become advocates for your brand, expanding your reach organically and introducing your products to new audiences. Encouraging sharing not only promotes your products but also builds a sense of community around your brand.

Start by designing packaging that is visually appealing and Instagram-worthy. Consider bold colours, unique textures, or interesting layouts that make customers excited to capture and post their unboxing experience. Including prompts like “Share your unboxing with #YourBrandName” or featuring branded stickers or cards inside the package can inspire engagement. Small touches, such as fun illustrations, handwritten notes, or creative arrangements of items, make your packaging more memorable and worth sharing.

Leveraging influencers or brand ambassadors can further amplify your reach. Partner with personalities who resonate with your target audience and encourage them to showcase your unboxing experience on their social channels. This not only increases visibility but also adds social proof, as potential customers see real people enjoying your products.

Another approach is to integrate a sense of exclusivity. Limited-edition packaging or small, surprise gifts can create excitement and urgency, motivating customers to share their experiences online. Brands like Beauty Affairs and Something for Frankie have successfully incorporated these strategies by encouraging customers to post product reveals or highlight charitable initiatives tied to their purchase.

Ultimately, creating shareable moments turns a simple unboxing into a marketing opportunity. By combining visual appeal, interactive elements, and subtle social prompts, your unboxing experience can grow your online community, foster customer engagement, and turn every package into a story worth telling.

A memorable unboxing experience isn’t just a one-time moment – it’s an ongoing journey. To keep customers engaged and excited, your packaging should evolve and surprise them with each delivery. Regularly refreshing your approach builds anticipation and ensures your brand remains top of mind.

Start by asking what elements of your packaging can be enhanced. Could you introduce new visuals, textures, or interactive features? Even subtle updates – seasonal designs, limited-edition inserts, or refreshed messaging – can reignite excitement. Customers are far more likely to share an unboxing when it feels unique, current, and carefully designed.

Storytelling also plays a powerful role. Simple touches such as a card that explains your product’s journey, a behind-the-scenes brand story, or a personal note can add emotional value and strengthen the connection with your audience.

A great example is our collaboration with Callington Mill Distillery. When they approached us to design packaging for their premium Single Malt Whiskies, we knew the unboxing had to reflect the brand’s rich heritage and craftsmanship. We developed elegant cylinders featuring our biodegradable soft-touch matte finish – elevating the whisky’s presentation while staying true to sustainability. Beyond functionality, these cylinders have become collectable pieces for customers, extending the life of the packaging and keeping the brand present long after the first pour.

Gathering customer feedback is another way to ensure your packaging evolves meaningfully. Insights from real users highlight what resonates and spark ideas for future iterations. At the same time, monitoring packaging trends – from eco-conscious materials to social-media-ready design – helps you stay relevant.

By keeping your unboxing experience dynamic, you transform every delivery into a moment of delight, fostering stronger loyalty and creating customers who eagerly anticipate what’s next.

Texture has the power to transform packaging from something functional into an experience. When customers can run their hands over embossed details, soft-touch finishes, or linen-like surfaces, the unboxing moment becomes multi-sensory. These tactile elements engage more than just sight – they create an instant emotional connection, elevating your brand and making every interaction feel special.

For example, pairing a matte soft-touch sleeve with a glossy inner box creates contrast that customers notice the moment they hold it. Inside, textured inserts or foiled accents can surprise and delight, adding layers of discovery as the packaging unfolds. Every touchpoint communicates care, thoughtfulness, and intention.

Textures also help define brand personality. A recycled kraft board with a raw, natural feel reflects sustainability and authenticity, while a velvet finish or smooth, soft-touch coating signals luxury and refinement. Choosing materials that align with your brand story ensures your packaging doesn’t just look good – it feels right too.

A perfect example is the Hamper Emporium anti-scratch hamper box we developed, pictured here. Its raised embossing and beautifully textured surface not only protect the packaging but also create a luxurious first impression. This kind of tactile design oozes elegance, turning a simple hamper into a keepsake-worthy experience.

Textural elements also add a “wow” factor for social media. Unboxings that feature layers of touchable detail are more visually striking, encouraging customers to share and spread your brand’s story online.

Ultimately, texture is more than a design detail – it’s an invitation to feel the quality of your brand. By thoughtfully integrating tactile elements, you create packaging that lingers in memory, builds loyalty, and transforms unboxing into a moment customers genuinely treasure.

Packaging that can be reused adds extra value to your products and creates lasting impressions with customers. When a package serves a purpose beyond the initial unboxing, it extends the life of your brand in a tangible way. Think of boxes that double as storage containers, jars that can be repurposed, or bags sturdy enough for daily use. This approach delights customers and positions your brand as thoughtful and practical.

For example, a luxury candle brand might use a reusable tin or glass jar that customers keep long after the candle has burned. Similarly, the Gingerbread Folk tin contains bite-sized mini folk cookies, but once enjoyed, it doubles as a preschool lunchbox, Aussie souvenir, or fun holiday gift. Featuring the Blue Mountains of Australia in its design and packed in compostable film that reduces landfill, it’s a standout example of packaging that delights while caring for the planet.

Reusable packaging also encourages sustainable behaviours. Customers increasingly value eco-friendly options, and knowing packaging can be reused reduces waste while demonstrating your commitment to sustainability. It can also inspire social sharing: attractive, functional packaging is more likely to appear in lifestyle photos, social media stories, or video reviews, generating organic marketing content for your brand.

Ultimately, multi-purpose packaging combines functionality, sustainability, and delight, turning ordinary unboxing into a memorable experience. By surprising customers with packaging they can reuse, you strengthen brand loyalty, create positive associations, and leave a lasting impression that goes far beyond the initial product reveal.

One of the most powerful ways to elevate your unboxing experience is by designing layered reveals. Rather than showing every item all at once, create moments of discovery with compartments, inserts, or hidden details that customers uncover step by step. This approach transforms unboxing into an experience – part surprise, part storytelling – that leaves a lasting impression.

Layered reveals can take many forms: inner boxes, elegant envelopes, or personalised notes that guide the customer through their journey. For example, a beauty brand might greet customers with a thank-you card, reveal a satin pouch containing samples, and finally unveil the hero product in a protective sleeve. Each stage builds anticipation, adding drama and delight.

The psychology is simple: humans love surprises. Every reveal activates a sense of reward, heightening engagement and strengthening emotional connections with your brand. By staging the unboxing process, you not only extend the customer’s moment of joy but also increase the perceived value of the product.

A great example of this is our work with Villeroy & Boch. To enhance their premium dinnerware packaging, we worked with them to integrate their MyClub invitation card as a surprise element. Instead of being loose in the box as before, the card is now carefully locked in place within a custom envelope, making it feel intentional and exclusive. Customers are invited to unlock special benefits by joining an exclusive club – a thoughtful detail that adds an extra layer of engagement and makes the unboxing feel more personalised.

When designing layered reveals, ensure functionality matches excitement. Each layer should be easy to open, aligned with your brand identity, and crafted to tell your story. Done well, layered reveals turn unboxing into a memorable journey – one that builds anticipation, loyalty, and repeat purchases.

Creating a memorable unboxing experience is about more than just aesthetics – it’s an opportunity to connect with your customers, showcase your brand values, and leave a lasting impression. By thoughtfully combining design, personalisation, sustainability, interactivity, and multi-sensory elements, brands can transform a simple delivery into a moment of delight that resonates long after the package is opened.

Inside printing, interactive openings, and layered reveals add surprise and anticipation, encouraging engagement and emotional connection. Personalisation makes customers feel valued, while tactile textures elevate the sensory experience, reinforcing quality and care. Multi-purpose packaging, such as reusable candle tins or the Gingerbread Folk cookie tin that doubles as a lunchbox or souvenir, delights customers while promoting sustainable behaviour and brand loyalty. By including eco-friendly materials and designs that can be repurposed, brands show they care about the environment, aligning with modern consumers’ values and inspiring positive associations.

A well-executed unboxing experience also encourages social sharing, organically expanding brand reach and fostering a community of advocates. Visual appeal, clever design, and small thoughtful touches make packaging shareable, turning every delivery into a story customers want to post online. Regularly updating your packaging with seasonal elements, limited editions, or new interactive features keeps the experience fresh, maintaining excitement and anticipation for future orders.

Ultimately, memorable unboxing experiences are a blend of creativity, practicality, and purpose. They show customers that your brand thinks beyond the product itself, creating moments of joy, surprise, and connection. By investing in the details that matter – from sustainability and multi-purpose functionality to personalisation and tactile design – every package becomes more than a delivery. It becomes an experience that strengthens relationships, builds loyalty, and leaves a lasting impression, ensuring your brand is remembered long after the first unboxing.