PR packaging isn’t just for KOLs. It’s your brand’s first impression. It’s an essential marketing tool for many major events, like new product launches, New Year’s gifts, and Christmas gifts. Good PR packaging can boost exposure and share. We’ve designed for over 100 brands, and this article will show you how to design a successful PR package.
Last updated: August 2025 | Estimated reading time: 7 minutes
This article will answer your questions:
- What is a PR package and how important is it to brand promotion?
- How to design an attractive and effective PR package?
- Which packaging structures and materials are best for shipping and display?
- How to accurately place and track results?
What is a PR package?
A PR package is a customized box sent by a brand to media professionals, influencers, important customers, partners, etc. It may contain your brand’s latest products or concepts. It is usually given away free of charge for social media or media dissemination.
It’s like a “silent copywriting” that lets the recipient feel the beauty, respect, and sincerity before even opening the box, thus stimulating their desire to open the box, and ultimately they are happy to take photos and share them on platforms such as Facebook, Instagram, and tiktok.
PR packaging purpose:
- Establish brand image
- Increase product awareness
- Attract partnerships and distributors
- Inspire content creation and dissemination
How to custom an creative PR package?
Identify your target audience
Different objects have completely different packaging ideas.
- KOLs/Influencers: Focus on product aesthetics, unboxing experiences, and promotional gimmicks.
- Brand Owners/Distributors: Focus on product quality, supply availability, market demand, and brand reputation.
- Media Editors/Reporters: Focus on brand value, high technology, and the value behind the product.
Recommendation: The packaging should be easy to open and film. Drawer-style or magnetic closure designs are best suited for video shooting. Gucci’s 2025 PR New Year gift box has a drawer-style structure, containing a Chinese knot and two Gcci red envelopes. This allows the recipient to store other gifts.
Set PR package goals
- If you want exposure: Focus on visual impact and interesting content.
- If you want trust: Focus on quality, detail, and professionalism.
- If you want sales: Include pricing, contact information, ordering channels, delivery dates, and other information in your PR packaging.
Featured Products
Don’t have too many products. Just showcase your core products.
Samples must be transportable and durable.
- Supporting materials should be professional, such as cards and product brochures.
- Add interesting content, such as greeting stickers, small gifts, and eco-friendly bags.
Packaging design prioritizes “structure”
95% of brands only focus on printing, but in fact the packaging structure design determines the quality of the unboxing experience.
Recommended structure:
- Drawer box + information card + EVA inner tray → high-end feel
- Gift box with lid and knife-card structure → Classic and reliable
- Folding magnetic box + self-standing display stand → Suitable for overseas shipping
| Packaging Type | Target Audience | Structural Suggestion | Advantages |
|---|---|---|---|
| Drawer Gift Box | Influencers / Creators | Add inner tray + insert card | Smooth unboxing, great for filming |
| Foldable Magnetic Box | Overseas Shipping | Lightweight and foldable | Saves shipping cost, protective |
| Rigid Lid-and-Base Box | B2B Clients / Distributors | Strong material + EVA tray | Professional look, premium feel |
Create a "surprise" unboxing experience
The unboxing process should be smooth, rhythmic, and contain little surprises so that it can be easily filmed into a popular video.
It can include:
- Welcome card (with QR code and contact information)
Photo guide / - recommended hashtags
- Brand story, founder’s message
Case in point: Balenciaga’s 2025 PR packaging features a folding magnetic box. Opening from the top reveals a beautiful crystal ball with the Balenciaga logo on top and the Eiffel Tower inside. Turning the crystal ball upside down reveals a vibrant glitter effect, creating a visually stunning unboxing video.
Professional packaging advice
- Made of 1200gsm grey cardboard and 157g coated paper, matte lamination is used.
- Foil stamping or spot UV treatments are used to enhance the layering effect.
- Custom EVA or colored flocking is recommended for the inner tray; cheap foam is not recommended.
How to deliver the PR package to the target audience?
Confirming the recipient’s detailed delivery address (including name, phone number, and complete address) is the first step to ensure that the information is accurate and avoid package delivery failure.
- The size of the PR box should match the appropriate express box to avoid shaking during transportation, which will waste space and shipping costs.
- After the courier sends the package, we will track the package in real time. Once the package is received, we will contact the recipient appropriately to confirm the receipt and satisfaction of the package.
- Avoid dark boxes, otherwise it is easy to lack light when taking pictures. The main color of the PR box must be consistent with the brand tone.
Professional process recommendations: Record a 30-second unboxing video before batch shipment to test whether the visual process is smooth and has dissemination potential.
How to measure the communication effect of PR packages?
Don’t just send it out and forget about it. You’ll need to use social media data analysis tools or a specialized PR effectiveness evaluation system to evaluate the communication effect.
- Track social media tags, number of shares, and content quality.
- The proportion of media voice of the brand in related topics or keywords.
- Social media interactions and sharing, such as likes, comments, and reposts.
- Whether it brings inquiries, quote requests or registration quantities.
- Analyze the sentiment of reports and discussions to determine whether they create a positive image for the brand.
New trends in PR packaging in 2025
PR packages are beginning to pursue “personalization” and “traceability.” Current hot trends include:
- Using AI to find accurate content creators
- Combination of biodegradable and environmentally friendly materials and brand culture
- Add short video/interactive genes to stimulate interest in content creation
Latest progress overview
- Environmentally friendly inner tray: Kraft paper card inserts or recycled materials are more popular.
- Joint PR package: Brand + creator joint customization is more explosive.
- Interactive content: Add foldouts, AR elements, and mini-games to enhance engagement.
Market Insights: 76% of consumers say packaging influences their first impression of a brand (Source: Ipsos 2025)
FAQs
What is the approximate budget for a PR package?
The common price range is ￥80~￥500 per set, depending on the structure, materials and contents.
How to find the right media person?
You can search for creators related to your brand through platforms such as LinkedIn and Press Hunt, or seek help and recommendations from existing KOLs.
How to write a high-quality press release?
Be direct and clear about “who I am/what this is/why/when”. Don’t make it too long. Add your brand story and contact information.
How to avoid PR packages being ignored?
From the appearance onwards, the key is to catch the user's attention, provide clear call to action content, and add content that can be photographed.
Conclusion
Key points review:
- Define your audience and then decide on the design direction
- Structure and materials are far more critical than printing
- Products must be good-looking, practical, and easy to spread.
- Be sure to test the transportation and unpacking experience before shipment
- Subsequent tracking and feedback data can lead to continuous optimization
Next steps:
- Identify target users
- Clearly define promotional objectives and content list
- Choose appropriate structure and materials
- Add shareable content and brand story
- Test and ship
- Track feedback and review results
About XiangGe Package
We’re XiangGe, a packaging manufacturer with over 10 years of experience, customizing PR boxes, display boxes, and gift boxes for over 100 global brands. We provide comprehensive support, from structural proofing and material selection to mass production. Want to create your own branded PR packaging? Request a free sample.
Last updated: August 2025
