To Customise or Not to Customise Your Packaging

In today’s food and beverage world, packaging has become almost as important as the product itself. It’s the first touchpoint customers encounter, the last thing they take away, and often the very thing they remember—sometimes even more than the meal. But as brands continue to balance cost, creativity, sustainability, and customer expectations, one question keeps coming up: Should you customise your F&B packaging… or keep it simple?

The truth is, there’s no one-size-fits-all answer. Customisation can transform a brand, but only when used with intention. And as we head into 2026, with trends shifting and customer behaviour evolving rapidly, it’s worthwhile to explore what makes custom packaging valuable—and when it makes sense for your business.

Why Customisation Matters

Customisation isn’t just about putting your logo on a box or choosing a pretty colour. It’s about crafting a visual identity strong enough to be recognised instantly. Studies consistently show that colour alone can boost brand recognition dramatically, and this holds especially true in the world of F&B where competition sits quite literally next door.

Think of the coffee cup someone carries on the train or the tart box they proudly post on Instagram. Packaging doesn’t simply transport your food—it moves your brand through the city, across social channels, and into the hands of new customers. For cafés, bakeries, dessert shops, and even quick-service restaurants, customised packaging can become a type of silent marketing that works all day long without saying a word.

Yet not every brand aims for a high-exposure, IG-friendly identity. Some deliberately lean into a more intimate, artisanal feel—minimalist designs, neutral colours, or simple kraft materials. Customisation is not synonymous with boldness; it’s synonymous with purpose. A well-placed sticker or a single signature colour can often achieve just as much impact as an elaborate print.

Should You Customise Everything?

This is where many brands get stuck. The short answer: no. You do not need to customise every item you produce. Instead, you can customise strategically—based on what you sell, what your customers interact with most, and what your budget allows.

For a cake shop, for example, the hero product is the cake or tart itself. A beautiful, sturdy, customised cake box doesn’t just protect the product; it elevates it. It becomes part of the gifting moment, the celebration, the photograph. In this case, customisation is not only worthwhile—it’s essential.

For a neighbourhood bakery that focuses mainly on breads or pastries, the best investment might be a thoughtfully designed reusable tote bag. Customers who return weekly appreciate functionality, and a tote bag offers daily visibility out in the community. Meanwhile, a basic kraft bag for breads or croissants, finished with a branded sticker, keeps costs manageable while still building brand consistency.

For coffee shops, the cup is king. It’s the most visible item, the most photographed, and the most carried around the city. A beautifully designed cup can become as iconic as the drink itself.

And for restaurants with strong takeaway or delivery business, the outer bag and main meal boxes matter most, not necessarily every small container inside. Prioritising the items customers hold first and longest will always give you the strongest return on your packaging spend.

Ultimately, customisation must follow your best sellers, not the other way around.

What About Quantities?

MOQ is often the deciding factor for smaller or growing brands. At PURAWISE, our customised packaging MOQ ranges from 10,000 to 30,000 pieces, depending on the product. This quantity works well for businesses with steady foot traffic or predictable monthly volume. It also allows brands to lock in consistent colours and materials for the year, ensuring cohesive branding across all outlets.

For seasonal campaigns or smaller projects, brands can always start with partial customisation—sleeves, ribbons, stickers, bands, or branded tape. These small touches offer flexibility without the large commitment.

Packaging Trends to Watch for 2026

The F&B world is moving quickly, and so is packaging. Sustainability remains at the forefront, not as a trend but as a responsibility. We’re seeing more brands adopting FSC-certified paper, water-based coatings, soy-based inks, and materials that are easier to recycle or reuse. Customers are increasingly aware of waste and gravitate toward brands that make thoughtful choices.

Colour-driven branding is also on the rise. Many modern brands are choosing one signature shade that becomes instantly recognisable across all platforms. This approach builds identity without being overwhelming and often photographs beautifully—an important consideration in the content-driven era.

Operational efficiency is another growing priority. As shops get busier, brands want packaging that stacks neatly, saves storage space, and speeds up staff workflow. Smartly designed packaging can reduce errors, increase speed, and improve the customer experience without raising costs.

Finally, with dine-in, takeaway, and delivery all equally important, brands are looking for packaging that transitions seamlessly across these channels. Versatility is no longer optional—it’s expected.

So… Should You Customise?

Customisation works best when it aligns with the heart of your brand. If you want stronger recognition, more social media visibility, a premium feel, or a cohesive identity customers remember, then customisation is a smart investment for 2026. If your focus is intimacy, simplicity, or budget efficiency, you can still build a powerful brand through thoughtful touches and selective customisation.

As you plan for the year ahead, think carefully about what makes your brand unique, which products define you, and how you want customers to feel when they carry your packaging through the city.

Explore Custom Packaging with PURAWISE

At PURAWISE, we specialise in premium, sustainable, and fully customised packaging for F&B brands across Hong Kong, Thailand, the UAE, and Europe. We offer complimentary design advice, tailored solutions based on your budget, and global fulfilment for larger brands. Our goal is to take the stress of packaging away from your team—so you can focus on creating exceptional food and unforgettable experiences.

If you would like to partner with us to work on your packaging, please reach us:

📧 Email: contact@purawise-hk.com | contact@purawise-th.com

🌐 Website: www.purawise-solutions.com

We proudly serve clients across APAC | UAE | Europe