You’ve poured your heart into creating a beautiful product. You’ve crafted it carefully, told its story, and earned someone’s trust enough for them to buy it and invite it into their home. Now comes the moment that brings it all together. The unboxing experience.

Unboxing is more than e-commerce packaging. It is the journey someone goes on from the moment the parcel arrives at their door to the moment they finally hold your product in their hands. Every layer is a touchpoint. Every detail carries a message about who you are as a brand.

Many companies treat this moment as an afterthought, using a plain box and a generic note. But when the experience feels flat or rushed, it can unintentionally lessen the perception of the product itself.

Thoughtful unboxing is an opportunity. It is a chance to make customers feel excited for your product the moment it arrives, with an opening experience that feels intentional, beautiful and infused with your brand’s unique energy. Here’s how to shape an unboxing experience that gives people that excited feeling.

What we cover

• Why the unboxing matters

• Create a sense of surprise

• Tell your brand story

• Use creative packaging elements

• Engage the senses

• Write thoughtful messages

• Give something extra

• Concluding thoughts

Why the unboxing experience matters

A considered unboxing experience communicates that as a brand, you care. It shows your customers that the same intention they see in your product extends to every part of their interaction with your brand. This care has real impact on how people perceive quality.

A positive first experience can shape everything that follows. It influences loyalty, word of mouth, and the emotional connection someone forms with your brand.

Instead of becoming just another box thrown in the recycling, this moment can become the beginning of a more meaningful relationship.

A few things we know:

• 81% of customers will consider purchasing again if they get great service from day one.

• Loyal customers spend 67% more than first-time buyers

• After a positive experience, 77% of people would recommend a brand to someone they know

The unboxing experience may seem small, but its impact is anything but.

Create a sense of surprise

A subtle surprise can make a beautiful first impression. This might look like:

• A simple, minimal exterior paired with a patterned or coloured interior

• A warm message printed on the inside lid

• A thoughtful quote that reflects your brand’s personality

• Branded or coloured tissue paper that feels intentional

Luxury doesn’t have to be loud. A gentle contrast between the outside and inside of the box can feel like a small, yet elegant reveal, an invitation into your world.

Tell your brand story

For as long as humans have been about, we’ve told stories. We are innately drawn to them. By telling yours, you give people a chance to connect with the deeper, more human parts of your brand.

The unboxing experience is a great place to tell your story, either printed on the box, or on a little card or leaflet. Let people know how you came about, what was the journey like, and how does this all feed into your heartfelt mission?

You could also talk about your values or brand vision. With this, your customers feel like they are part of your story too, a key way to build connection and community.

Human beings have always connected through telling stories. When you share your why – how the brand came to be, the spark that set everything in motion, the values that guide you — customers see the meaning and intention behind the product they’re holding.

The unboxing moment is a key place to share a piece of that story. It could be printed inside the box or included as a small card tucked between the layers. Consider sharing:

• The journey behind the brand

• The values that shape your work

• The vision you’re building toward

• A personal note about why this product matters

With this, your customers feel like they are part of your story too, a beautiful way to build connection and community.

Use creative packaging elements

There are many ways to add small moments of delight that elevate the whole experience of someone opening up their package. Like a beautiful gift on Christmas Day. Some opportunities are:

• Branded tissue paper

• Custom ribbon

• Illustrated stickers

• Sustainable void fill like shredded paper or tissue

• Branded tape

• Wax seals with your logo on

Through each detail you tell your customers: We thought about this, we care about your experience. If you’re looking for sustainable inspiration, Noissue has beautiful options.

Engage the senses

By appealing to senses beyond the visual, you create a more engaging and memorable experience for your customers.

One way to do this is through using a scented paper note, or scented tissue paper. Imagine someone opens up the package of beautiful new dress they bought, and as they do they smell a fresh ocean mist scent. How much more special would they feel?

Another way is by appealing to the sense of touch. Textured paper or embossed details can create a premium, elegant feel. Seeded paper gives people a feeling of being connected to nature. It’s even possible to create soft, velvety print pieces and packaging.

Luxury is sensory. When you engage the senses beyond the visual, the experience becomes deeper and more memorable for your customer. A few ideas:

Scent

Dried flowers within the box. A lightly scented tissue paper or note. These touches elevate the moment in a way people don’t expect. Imagine opening a box and being met with a soft ocean scent, or warm notes of wood and spice. It deepens the emotional texture of the experience.

Touch

Texture can shift everything. Soft cotton ribbon, embossed details, velvety print finishes, or seeded paper all give the hands something to explore.

Write thoughtful messages

Thoughtful messages create connection. They make the unboxing experience feel personal and intentional. Consider placing small notes in different parts of the unboxing journey, for example:

• A welcome message on the inside lid

• A note at the base of the box sharing the sustainable materials

• A small card offering care instructions

• A thank-you message written upon a note within a premium envelope

Instead of “thanks for your purchase”, try something deeper. Share why you appreciate this customer. What their support helps you create. What you hope they experience with their new product.

A simple message, written with intention, helps people feel valued as a customer, as an important part of your community.