Packaging Customer Experience Starts Before the Box Is Opened

Ask three leaders at Petra & Holum what creates an exceptional packaging customer experience, and you’ll hear three different answers. Michael Quintos talks about creating memorable brand moments. Richard Holum talks about creating the “wow” factor. Norman Hoffberg talks about building lasting relationships through trust and craftsmanship. Different perspectives. One philosophy. Great packaging isn’t simply about protecting what’s inside the box. It’s about creating an experience customers remember long after they’ve opened it. Since 1933, Petra & Holum has helped brands understand that packaging is often the first physical interaction a customer has with a company. When that experience is intentional, it becomes an extension of the brand itself.

“Packaging Isn’t a Box. It’s a Brand Moment.”

For Michael Quintos, Senior Vice President of Sales & Marketing, every packaging project starts with a simple truth: customers aren’t just buying a product. They’re buying an experience. As Michael explains, “Customers don’t buy products, they buy experiences.” He believes packaging is much more than a shipping container. “Packaging isn’t a box, it’s a brand moment.” That philosophy changes how Petra & Holum approaches every project. Instead of beginning with specialty finishes or decorative details, the team begins with the brand itself. What should customers feel? Should the experience communicate understated luxury? Bold innovation? Timeless craftsmanship? Those answers guide every recommendation, from structural design to foil stamping, soft-touch laminates, magnetic closures, and interior presentation. Michael summarizes it perfectly: “If it doesn’t feel premium, it ain’t premium.” Premium isn’t determined by one finishing technique. It’s created when every detail works together to reinforce the customer’s perception of quality.

“Let’s Give It the Wow.”

While Michael focuses on the customer’s emotional experience, Co-President Richard Holum focuses on making that experience possible. His philosophy is simple. Don’t just manufacture a package. Create something unforgettable. As Richard explains, “I can make you the package, but let’s create your identity, let’s get it noticed, let’s give it the wow.” That “wow” doesn’t happen by accident. It comes from thoughtful engineering, decades of manufacturing experience, and understanding exactly how customers interact with packaging. Richard often describes Petra & Holum’s process as designing from the inside out. Before discussing graphics or finishes, the team asks:

• What product are we protecting?
• How should it be presented?
• What should the customer experience when they first open the package?

Those questions influence every engineering decision. The result isn’t simply beautiful packaging. It’s packaging that performs, protects, and creates anticipation with every interaction. For Richard, innovation has always been part of the company’s DNA. Investing in better manufacturing methods wasn’t just about improving efficiency. It was about giving customers new possibilities and helping brands stand apart in increasingly competitive markets.

Trust Is Built Over Every Interaction

For Norman Hoffberg, Co-President of Petra & Holum, great packaging begins long before production starts. It begins with relationships. After decades of serving brands across countless industries, Norman believes customers value expertise just as much as creativity. As he puts it, “You’re going to know who you’re dealing with, and we are extraordinarily knowledgeable. We’ve been doing this a long time, and we are very forthright and honest.” That straightforward approach has guided Petra & Holum since Sarah Hoffberg founded the company in 1933. Markets have changed. Technology has evolved. Customer expectations have grown. Yet one principle has remained constant: Listen first. Solve problems honestly. Deliver exceptional work. That philosophy has helped Petra & Holum build long-term partnerships by treating every project as an opportunity to strengthen a customer’s brand, not simply produce another package.

Three Perspectives. One Customer Experience.

Michael reminds us that packaging creates the first impression. Richard reminds us that engineering transforms ideas into memorable experiences. Norman reminds us that trust is earned through expertise, honesty, and consistency. Together, those perspectives define what packaging customer experience really means. It isn’t about adding more embellishments or following the latest design trend. It’s about creating a package that tells your story, protects your product, delights your customers, and reflects the quality of your brand from the very first touch. Since 1933, that’s exactly what Petra & Holum has helped brands accomplish. When packaging becomes part of the customer experience instead of simply containing the product, it creates something far more valuable than a beautiful box. It creates a lasting impression.

Ready to Elevate Your Packaging Customer Experience?

Whether you’re launching a new product, refreshing an existing package, or looking for a premium presentation that reflects your brand, Petra & Holum can help you create packaging that leaves a lasting impression. Contact Petra & Holum today to discover how custom-engineered packaging can transform your customer experience. Check out our other blogs.