The best unboxing experience doesn’t begin when someone lifts the lid. It begins the moment the package arrives.
Before customers ever see your product, they’re already forming opinions about your brand. The weight of the box, the texture of the materials, the quality of the printing, and even the sound of a magnetic closure all influence how they perceive what’s inside.
For Petra & Holum, that’s been true for decades.
Senior Vice President of Sales & Marketing Michael Quintos approaches packaging through the lens of today’s customer experience, while Co-President Norman Hoffberg reflects on nearly 50 years of helping brands create memorable first impressions. Although they come from different generations, they share the same philosophy: premium packaging isn’t just about protecting a product. It’s about creating an experience customers remember.
Your Packaging Makes the First Impression
Many companies spend months perfecting their product and marketing but overlook the one thing every customer physically interacts with first: the package.
Quintos believes that’s a missed opportunity.
“Packaging is the first physical touch point with a customer. It sets the tone for everything that follows.”
That first touch tells customers what kind of brand they’re dealing with. A thoughtfully engineered rigid box communicates quality before the product is even revealed. Every detail, from the materials to the finishing techniques, helps reinforce the brand’s promise.
Hoffberg sees that first interaction from a more emotional perspective.
“It offers an experience to the ultimate client, no different than at a birthday party when they’re opening a present.”
That feeling of anticipation is exactly what luxury brands strive to create. Customers aren’t simply opening a package. They’re beginning an experience that shapes how they’ll remember the product and the company behind it.
Packaging Is Part of Your Brand Story
Great packaging doesn’t happen by accident. It starts with understanding the brand itself.
Before recommending materials, finishes, or structural designs, Quintos says his team wants to understand what the company is trying to communicate.
Is the brand understated and elegant? Bold and attention-grabbing? Is the package intended to become a keepsake or simply deliver a product safely?
Those answers influence every design decision.
As Hoffberg explains, great packaging is more than presentation.
“Steve Jobs said packaging is theater. The lights go down. It’s the beginning of the main act.”
That analogy captures what separates premium packaging from commodity packaging. Every texture, fold, magnetic closure, foil accent, and insert becomes part of the performance. When those elements work together, the package doesn’t simply hold the product. It builds anticipation and tells the brand’s story before the customer ever sees what’s inside.
Great Packaging Creates Lasting Brand Loyalty
The best packaging doesn’t end its job once the box is opened. It creates an impression that lasts long after the product has been used.
That’s why Petra & Holum encourages brands to think beyond aesthetics. A memorable unboxing experience builds trust, reinforces quality, and gives customers a reason to remember—and recommend—your brand.
Quintos believes the experience is what customers truly value.
“Customers don’t buy products. They buy experiences.”
That mindset changes how companies approach packaging design strategy. Instead of asking, “How do we make this box look better?” the better question becomes, “How do we make our customers feel?”
The answer often lies in the details. Premium materials, thoughtful construction, custom inserts, and carefully selected finishes all work together to create a branded unboxing experience that reflects the quality of the product inside.
Hoffberg has witnessed those moments countless times throughout his career.
“I’ve seen joy in clients opening our packaging that is even beyond what I expected to see.”
That joy is no accident. It’s the result of thoughtful planning, expert craftsmanship, and a commitment to making every interaction with the brand meaningful.
Every Box Tells Your Brand’s Story
The most successful brands understand that packaging isn’t simply the last step before shipping. It’s the first chapter of the customer’s experience.
When every detail, from the structure of the box to the finishing touches—supports your brand’s message, customers notice. They associate that attention to detail with the quality of the product and the company behind it.
As Michael Quintos and Norman Hoffberg both demonstrate, great packaging blends strategy with emotion. One focuses on the customer journey. The other reminds us that opening a package should feel like opening a gift. Together, they reinforce a timeless idea: the unboxing experience begins long before the product is revealed.
For brands looking to make a stronger first impression, packaging isn’t just a container. It’s one of the most powerful marketing tools they have.
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