By: Ivona Baxter

Many things go into the running of a successful business, and the most important is an in-depth understanding of the purpose their packaging serves. Standard packaging is designed to protect its contents, provide information, and convey an idea of price range. But with luxury packaging, it’s a different story.

A pack must do everything described above and, at the same time, go beyond; it needs to not only perform aesthetically and practically, but take the consumer on a journey. As MW Luxury Packaging COO Toby Wilson puts it, “In the world of luxury packaging, a pack has to perform on a far higher level—engaging, enticing and absorbing the consumer into the brand, its provenance, its beliefs and what it stands for.”