You’ve decided on a product you’re passionate about—congratulations! That’s a big step in building your brand. But here’s where many first-time brand owners stumble: jumping into packaging decisions before they’ve figured out who’s actually making their product.
The reality is that unless you’re planning to produce your product in-house (which is rare for most startups), you’ll need a copacker—a manufacturing partner who specializes in producing and packaging products like yours. And before you spend time, money, and energy designing the “perfect” packaging, you need to make sure your copacker can bring that vision to life.
Why Your Copacker Comes First
Your copacker isn’t just there to make your product—they’re instrumental in shaping your packaging decisions. Every copacker has specific capabilities, equipment, and processes they work with. If you finalize a packaging design that doesn’t align with what your copacker can handle, you’ve just wasted valuable time and money.
For example:
- Unique Bottles or Jars? Your copacker might not have the equipment to fill them.
- Custom Pouches? Not every copacker can source or seal unusual materials.
- Shrink Sleeves or Stickers? They might only support one or the other.
These limitations can lead to costly redesigns, production delays, or even having to find a new copacker entirely.
How to Choose the Right Copacker
Before making any major packaging decisions, focus on finding a copacker that fits your needs. Here’s how:
- Identify Your Product Category:
Look for copackers who specialize in your type of product—whether it’s beverages, snacks, frozen foods, or beauty products. Specialized copackers will have the equipment and experience to handle your product’s unique requirements.
- Ask About Packaging Capabilities:
During your initial conversations, ask your potential copacker:
- What packaging formats do you support?
- Do you offer sourcing for packaging materials, or do I need to provide them?
- Are there specific packaging materials or dimensions you require?
- Do you handle labeling (e.g., shrink sleeves, stickers, direct printing), or is that outsourced?
- Consider Their Flexibility:
If you plan to scale, make sure your copacker can grow with you. Ask about their capacity for larger production runs and whether they can accommodate changes in packaging down the road.
- Understand Their Lead Times:
Copackers often work with multiple clients, so understanding their production schedules and lead times is crucial for aligning with your launch timeline.
When to Think About Packaging Design
Once you’ve chosen a copacker and confirmed their capabilities, then you can move forward with your packaging design. By working within their parameters, you’ll avoid unnecessary redesigns and ensure a smoother production process.
This doesn’t mean you have to compromise on creativity or branding—it just means you’re making informed decisions that work within real-world constraints. Many copackers also have partnerships with packaging suppliers and can recommend materials and formats that suit your product and budget.
Common Mistakes to Avoid
- Skipping the Copacker Step Entirely:
Some first-time brand owners spend weeks (or months) designing elaborate packaging, only to find out it’s not compatible with any copacker’s equipment.
- Choosing Packaging Before the Product Formula:
Packaging can be influenced by your product’s formulation. For instance, liquid products may require specific barrier properties to maintain freshness, while powders might need resealable options.
- Ignoring Legal Requirements:
Some copackers can help ensure your packaging meets regulatory standards for labeling, safety, and compliance. Don’t overlook this critical step.
Think Strategically, Not Emotionally
It’s easy to get emotionally attached to a packaging design you’ve envisioned for your product. But your ultimate goal as a brand owner is to get your product to market efficiently and successfully. Finding a copacker first helps you approach packaging design strategically, saving you time, money, and headaches.
Your Copacker is a Partner
When starting a brand, think of your copacker as a critical partner in your success. The right copacker can guide you through production, offer insights on packaging trends, and even help you navigate the complexities of scaling your business.
Remember: you can’t sell what you can’t produce. So, before you make any big decisions, secure your copacker and set your brand up for success.
Now, go out there and turn your vision into a reality!
