A successful packaging design process begins long before a prototype is built. The strongest packaging programs start with thoughtful planning, clear communication, and a deep understanding of the product, brand, and customer.
At Petra & Holum, Co-Presidents Norman Hoffberg and Richard Holum have spent decades helping brands turn ideas into packaging that performs in the real world. Their experience shows that great packaging is rarely the result of a single creative idea. Instead, it comes from asking the right questions, solving problems early, and working closely with customers throughout the process.
Here’s what every brand should know before moving into production.
The Biggest Packaging Problems Usually Start Before Production
Most packaging issues can be prevented before manufacturing begins. Taking time to understand the product, its purpose, and the customer’s goals reduces costly revisions later.
Norm Hoffberg believes successful projects begin by listening.
“The first thing we do is understand what the customer is trying to accomplish. Every package has a purpose, and until you understand that purpose, you really can’t recommend the right solution,” says Norman Hoffberg.
That early discovery shapes every decision that follows. Rather than forcing every project into the same solution, Petra & Holum works backward from the customer’s objectives.
Richard Holum shares a similar philosophy when discussing approvals and development.
“You don’t want surprises after production starts. That’s why we spend the time making sure everyone understands exactly what they’re getting before we move forward,” says Richard Holum.
This collaborative approach creates confidence for both the customer and the manufacturing team. As a result, potential problems are identified while changes are still simple and affordable.
A Strong Packaging Design Process Reduces Risk
The best packaging design process creates opportunities to test ideas before committing to production. Prototypes, samples, and proofs allow brands to evaluate appearance, structure, and functionality while adjustments remain easy to make.
Richard Holum explains why this step is so valuable.
“We build prototypes so people can actually hold it, use it, and make sure it’s exactly what they expected before we manufacture thousands of pieces.”
Holding a physical package often reveals details that drawings or digital renderings cannot. Customers gain confidence, while manufacturers receive clear approval before production begins.
Norm Hoffberg also emphasizes the importance of collaboration throughout development.
“Our job isn’t simply to make a box. Our job is to help customers find the solution that’s best for their product, their brand, and their budget.”
That mindset transforms the relationship from vendor to trusted advisor. Instead of reacting to problems, Petra & Holum helps customers prevent them.
Planning Creates Better Packaging and Better Results
Investing time upfront produces stronger packaging, smoother production, and better customer experiences. Careful planning allows brands to make informed decisions about materials, structure, functionality, and presentation before significant investments are made.
It also creates flexibility. When everyone understands the goals from the beginning, changes become strategic rather than reactive.
Richard Holum has seen firsthand how preparation leads to better outcomes throughout the manufacturing process. By validating designs early, brands reduce delays, improve consistency, and avoid unnecessary costs.
Likewise, Norman Hoffberg believes long-term success comes from solving customer challenges rather than simply producing packaging.
When experienced packaging experts guide the process from concept through production, every decision supports the final objective: creating packaging that protects the product, reflects the brand, and delivers the experience customers expect.
Conclusion
The packaging design process is much more than creating an attractive package. It is a disciplined approach that combines planning, collaboration, engineering, and customer insight to produce better results.
As Norman Hoffberg and Richard Holum demonstrate, successful packaging starts with understanding the customer’s goals and validating every important decision before production begins. That extra effort helps brands reduce risk, improve efficiency, and create packaging that performs as well as it looks.
Whether you’re launching a new product or redesigning an existing package, investing in the planning process today can save significant time, money, and frustration tomorrow.