Bespoke Private Label Packaging
What it Is, and why it’s becoming a more suitable option for small businesses.
By Jeremy Freedman, Managing Director of Guardpack
Starting a company is hard work. With so much on your mind, from opening an office to curating your online presence and more, it’s no wonder new business owners often become overwhelmed …
What if you had the option to outsource important steps, such as the creation and management of production lines, to external sources? With bespoke private label packaging, you can not only gain access to an entire supply chain without having to invest in machinery and other fixed assets of your own, but subsequently focus on selling, marketing and getting your business off the ground.
What is bespoke private label packaging?
Private label manufacturing, commonly referred to as ‘contract’ manufacturing, involves contacting a specialist manufacturer to make a product on your behalf, based on a specific brief outlining your needs, brand ethos, and more. Through private label packaging you can customise every aspect of your product and packaging, from its design to the fabrics and formulations used, and secondary packaging for smaller service requirements.
White label vs private label: what’s the difference?
While private label packaging offers complete control over production, white labeling uses a pre-existing formula that has been developed by the manufacturer. You only really have control over your logo.
Your product is then sold to multiple retailers who can incorporate their own personal branding and pricing. With private labeling, your product is sold exclusively to a single retailer, making it unique to them.
Which is the more effective option for your business?
Getting your packaging right is vital. Even if your product is the best around, unless you consider your target audience and how your packaging design caters to them, you may see your sales suffer. Why? According to an Ipsos poll conducted on behalf of the Paper and Packaging Board, 67% of people say that the materials used to package a product influence their purchasing decisions, while 61% are more likely to buy a luxury product if it comes in premium-looking packaging.
Private labeling will work best if you already have a product design in mind, especially when that product is superior to its white label alternatives. White labeling, on the other hand, may work well for startups wanting to get to market faster, businesses without an R&D budget, and people looking to produce something they’re simply not an expert in.
How does the private labeling manufacturing process actually work?
There are lots of technical parts to the private labeling manufacturing process, including:
The first design stage involves a collaboration between a business or retailer and the private labeling company. At this point, you will define the type of product and packaging you are looking to have made, or the existing ones you would like modified, as well as any specific specifications, features, and customer needs you want met. If you are after some fresh ideas, they can work with you on creative elements.
During stage two, the product will be manufactured based on your agreed specifications. For products such as wet wipes or shampoos, this process might include formulations of the liquid, in addition to the manufacturing of your product and packaging. It’s important to note that most private label manufacturers will set a minimum order quantity. For example, 2,000 units is typically the lowest quantity run available.
Private label packaging offers you more control over the design and quality of your product as it’s brought to market. You can work closely with your manufacturer to create powerful packaging that reflects your brand and appeals to your target audience, standing out from the crowd with a unique, top tier offering. If it’s suited to your business’ needs, private label packaging is certainly worth considering.
About the Author
Jeremy Freedman is Managing Director of Guardpack, a sustainable wet wipe, private label packaging and individual sachet manufacturer. He is now sharing his expertise and discussing why private label packaging is becoming an increasingly popular option among small businesses.