If Boxes Could Speak: The Power of Packaging Stories – FINN Partners

News and Insights

October 24, 2025

Key Takeaways

• Packaging is a brand storyteller: it shapes first impressions, communicates values and builds loyalty across every sector.
• Cross-industry relevance: from healthcare to luxury, packaging reflects innovation, safety and sustainability, adapting to each industry’s needs.
• Corporate responsibility in focus: packaging now signals ESG commitments, circular economy efforts and transparent supply chains.
• Technology drives transformation: advances in materials, automation and smart design turn packaging into proof of progress and efficiency.
• A collaborative lens reveals opportunity: viewing packaging through corporate, manufacturing, travel, healthcare and luxury perspectives unlocks strategic potential.

London Packaging Week

London Packaging Week in October is a reminder of how deeply packaging is woven into the way we live, work and consume. It is never simply about wrapping or protection. Packaging has become a marker of innovation, a statement of values and a driver of sustainability.

The fact that packaging is also the first interaction with a consumer – the first impression about the brand – makes it one of the most powerful tools a business has to shape perception and build loyalty. From the factory floor to the boardroom, and from supermarket shelves to luxury boutiques, it is where business strategy becomes visible.

Its influence stretches across industries. It reassures patients in healthcare, creates efficiencies in travel and shapes customer experience in retail. For luxury brands, it is part of the theatre. For manufacturers, it is proof of technological progress. For corporates, it is a tangible expression of purpose and responsibility.

At FINN Partners we believe packaging is best understood when viewed from multiple perspectives. A cross-practice approach that draws on expertise in corporate communications, ESG, manufacturing, travel, healthcare, consumer and luxury enables us to see the bigger picture. It is in the intersection between these worlds that new opportunities emerge, and where brands can transform packaging from a necessity into a powerful communications platform. Here is a sneak peek into some of the packaging stories that resonate with our EMEA Partners and Managing Partners.

Corporate, Sustainability and ESG – Terri Bloore, Managing Partner

Packaging is now one of the clearest indicators of corporate values. Clear and transparent supply chain, life cycle analysis and circular economy processes are vital to meet net zero goals at a business, national and international level. Indeed, how a business engages with suppliers, investors and the packaging industry as a whole highlights the values of the business.

Corporate social responsibility, governance and research and development (R&D) are crucial areas where a business needs to own thought leadership. For corporate communicators, the task is to link packaging decisions to long-term value creation and sustainability commitments in a way that resonates with investors, employees and regulators alike. Whether it’s aligning with The EU Packaging and Packaging Waste Regulations (PPWR), pre-empting consumer backlash against plastics, or showcasing innovation in reusability; packaging offers a tangible proof point of strategy in action.

Learn more about Terri Bloore

Manufacturing – Yulia Tribrat, Partner

In manufacturing, packaging represents the frontier of technological progress. New substrates, automation and smart technologies often make their debut at global trade fairs such as Interpack or PACK EXPO.

The communications challenge here is to translate highly technical achievements, often born in R&D labs, into stories that resonate with business audiences: showing how an innovation reduces costs, improves efficiency, or helps brands meet regulatory requirements. Case studies, thought leadership and trade media engagement all play a role in positioning manufacturers not just as suppliers, but as forward-looking partners driving the sector forward.

Learn more about Yulia Tribrat

Healthcare – Sophie Taylor-Roberts, Managing Partner

In healthcare, packaging is not a design flourish but a matter of safety and trust. Tamper-proof seals, clear labelling, accessible design for elderly or visually impaired patients, all are vital to protecting lives and complying with local regulations while maintaining reputation and credibility.

Communicators have the task of translating regulatory compliance into a story of patient-centred care. Highlighting packaging innovations through medical media, patient advocacy channels and policy forums reinforces trust, while showing how healthcare companies are combining safety with sustainability. The emphasis here is on reassurance and credibility, with messaging tailored to patients, clinicians and policymakers.

Learn more about Sophie Taylor-Roberts

Travel – Amy Skelding, Managing Partner

For the travel and hospitality industries, packaging often goes unnoticed by the traveller but is critical behind the scenes. Lightweight catering formats in aviation reduce fuel consumption; redesigned hotel amenities cut waste and enhance brand alignment with sustainability. There has been an aggressive approach, particularly by airlines, cruise lines and hospitality, to cut single use plastics with some innovative approaches including compostable, plant based meal containers and elevated amenity kits positioned as reusable assets.

Communicators in this sector can shine a light on these invisible innovations, showing how they contribute to efficiency, service quality and environmental responsibility. Framing packaging as part of a wider customer experience story helps build credibility with both travellers and trade partners, while demonstrating progress to regulators and industry bodies.

Learn more about Amy Skelding

Luxury – Gregory Cole, Senior Partner

In luxury, packaging is part of the theatre. It communicates heritage, artistry and exclusivity, while increasingly reflecting new sustainability codes.

Communicators have the opportunity to balance stories of craft and rarity with innovation in circularity. For luxury media and audiences, the packaging itself can become a cultural artefact: the Liberty advent calendar, Fortnum’s hamper, the Harrods gift box, the limited-edition case from The Macallan. Here, the role of communications is to frame packaging as both a symbol of timeless value and a signal of modern responsibility, bridging craft traditions with future expectations.

Learn more about Gregory Cole

The whole package

Packaging is never just functional. It is a communications channel in its own right, carrying messages about purpose, creativity and responsibility. By looking at it through multiple lenses – corporate, manufacturing, travel, healthcare, consumer and luxury – we show how cross-practice collaboration can unlock fresh opportunities for business.

FINN Partners helps brands balance thought leadership and corporate reputation management. To learn more about our practices or schedule a brainstorming session, contact us.