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From Sketch to Shelf: The Industrial Design Process in 6 Steps

Bringing a product from an idea to reality is an exciting journey—one that blends creativity, technical expertise, and user-centered thinking. In the world of wearable technology, great design isn’t just about aesthetics; it’s about crafting solutions that seamlessly integrate into people’s lives. From the first sketch to the final product on the shelf, every step in the industrial design process plays a crucial role in shaping a wearable that is functional, comfortable, and market-ready. There are a lot of ways to break down the design process, and they all have their uses: the double diamond, the design thinking cycle. Search ‘design process’ and you’ll find endless diagrams and breakdowns. In this Insight article, we’ll walk you through the key stages of industrial design, giving you a behind-the-scenes look at how innovative products come to life.

Step 1: Research & Discovery

The journey of creating a standout product starts with diving deep into the world of research and discovery. This initial phase is all about truly understanding the problem at hand—getting to know the needs of the users, the latest trends in the market, and how competitors are shaping the landscape. By mapping out these elements, designers can pinpoint where opportunities for innovation lie, crafting solutions that stand out in a crowded market. This phase is about more than just solving a problem; it’s about creating something that resonates with users and is perfectly positioned to make an impact.

Interwoven SABER military exosuit — *The SABER Military Exosuit*

A key part of this research involves ethnographic studies and interviews with the target user community, which allow us to step into the shoes of the users. Through ethnography, we spend time in the real world with the people we’re designing for, understanding their habits, behaviors, and challenges. We did extensive research for our SABER Military Exosuit to understand the key tasks and body positions required of the soldiers who would be wearing the suit. This research was critical to understanding how to create a suit that would move effectively with the user. It’s a deeply immersive way of discovering what truly matters. Later, we’ll use these insights to develop testing protocols for our prototypes, ensuring that the design is not just functional, but also intuitive and user-friendly.

Step 2: Concept Development & Ideation

Once we’ve gathered our insights, it’s time to bring ideas to life through concept development and ideation. This stage is where creativity thrives, as designers explore different possibilities for form, function, and aesthetics. Sketching and early visualizations allow us to experiment with various design directions, refining the product’s overall look and feel. The goal is to create something that not only meets user needs but also resonates emotionally, balancing beauty with functionality. Sketching is a big part of every project we do at Interwoven Design, a great example being the Breg CrossRunner Knee Brace. We were open to many strategies for meeting the project requirements, and we sketched dozens of ideas before moving on to the prototyping stage. Every sketch brought us closer to finding the ideal design that would work both in concept and in reality.

Interwoven Sketch and prototype of the Breg Knee Brace — *A sketch and prototype for the Breg Knee Brace project by Interwoven Design Group.*

To refine our ideas further, we use mood boards, storyboards, and collaborative brainstorming sessions. Mood boards help convey the visual direction, pulling together textures, colors, and inspiration that guide the aesthetic choices. Storyboarding helps illustrate how users will interact with the product in real life, showcasing key moments in the user experience. Throughout this process, we collaborate closely with engineers, material scientists, and stakeholders to ensure feasibility. This interdisciplinary approach ensures the designs are not only innovative but also practical, considering technical limitations, material possibilities, and market needs from the outset. When working on our projects, which often involve collaborating with engineers, we find that integrating interdisciplinary teamwork from the outset helps refine concepts, making sure we’re not only dreaming big but also designing something that can be successful in the real world.

Step 3: Prototyping & Iteration

With the initial concepts solidified, the next step is to bring those ideas into the physical world through prototyping and iteration. This is where sketches and ideas begin to take shape in low fidelity mockups, allowing us to visualize proportions, details, and mechanics in a more tangible way. Whether it’s through 3D printing, foam models, or soft goods mockups, these prototypes give us the opportunity to test ideas early on, making it easier to spot potential issues with form or function before committing to more complex production processes. We create dozens—in some cases far more than dozens—of prototypes for every project. The Whitecloud Medical Utility Bag is a great example of this; we created a broad range of soft goods prototypes to experiment with how we could fit a specific set of tools and objects that nurses need at all times. Early prototyping is a crucial stage that allows us to keep iterating quickly and efficiently, staying agile throughout the design journey.

As prototypes are developed, user feedback becomes a vital component of the refinement process. Testing prototypes with real users provides invaluable insights into how the product feels, operates, and resonates in everyday use. Functional assessments help determine whether the design meets its intended purpose, from ease of use to durability. Based on this feedback, the design undergoes continuous refinement, adjusting features, ergonomics, or materials as needed. This iterative cycle ensures that the product evolves to better meet user needs and aligns with both aesthetic and functional goals before moving into the final stages of production.

Step 4: User Testing & Validation

Once the prototype is ready for real-world interaction, the next step is user testing and validation. At Interwoven Design, we consider user testing and validation to be an integral part of prototyping and ideating. User testing is crucial for ensuring that the design not only meets user expectations but also performs seamlessly in everyday use. By testing the product with a target group of users, designers gather valuable feedback on comfort, usability, and overall user experience. This hands-on testing helps identify any areas where the product may need adjustments—whether it’s improving ergonomics, simplifying functionality, or enhancing the user interface. In our Firefly workwear project, we had warehouse workers wear prototypes during their work day to observe the quality and durability of the jacket’s reflective coating. It’s all about making sure the design feels intuitive, comfortable, and effective in real-world scenarios.

Interwoven Firefly workwear jacket — *The Firefly workwear garment* *by Interwoven Design Group.*

Alongside user feedback, long-term wearability and durability are evaluated to ensure the product stands up over time. This involves rigorous testing to assess how the product holds up under everyday wear and tear, as well as ensuring it meets regulatory standards for safety and compliance. Based on the data collected, the design is refined to address any issues that arise, ensuring that it not only delights users but is also safe and reliable. This iterative process guarantees that the final product is both functionally sound and compliant, offering an exceptional experience that users can trust and enjoy over time.

Step 5: Technical Design & Sourcing

With a refined concept in hand, the next step is transitioning from idea to a manufacturable product. This phase focuses on engineering the design for production, ensuring that all aspects of the product can be realized efficiently and at scale. In this step, we generate all of the technical documentation to allow the manufacturer to understand every aspect of the design. In our Even Adaptive Lingerie project, we created additional technical design documentation to support the patent application for the custom clasp we designed.

Material sourcing is also important at this stage. The right materials must be chosen for both their functional properties—such as strength, flexibility, and weight—and their aesthetic qualities. Along with material considerations, wearability testing and durability assessments are conducted to guarantee that the product will stand up to everyday use while maintaining comfort and performance. These evaluations help refine the design, ensuring that it’s not only visually appealing but also reliable and practical in real-world conditions.

Collaborating with suppliers and manufacturers is a key part of this stage. Designers work closely with these partners to optimize production processes, ensuring that the design can be reproduced with consistency and efficiency. This includes refining techniques for assembly, tooling, and quality control, while also exploring opportunities to reduce costs or improve sustainability in the construction or in the manufacturing process. By maintaining an open dialogue with manufacturers and keeping an eye on potential production challenges, we can ensure that the design moves smoothly from the drawing board to the final product, ready for the market. This phase solidifies the design’s viability, ensuring it can be brought to life with precision and quality.

Step 6: Production & Launch

As the product nears completion, the focus shifts to the final stages of production and launch. This phase begins with finalizing manufacturing processes, ensuring that all production methods are optimized for scale and consistency. Quality control measures are put in place to maintain high standards throughout the production run, from material checks to final inspections. The goal is to ensure that each unit meets the exact specifications, preserving the integrity of the design and delivering a product that matches the vision set out at the beginning of the process.

Simultaneously, preparations are made for the product’s mass production, taking care to balance efficiency with design integrity. It’s essential that the product remains true to its initial concept, even as it moves into full-scale manufacturing. While this is happening, the marketing team works to build excitement for the launch, developing a compelling product narrative that connects emotionally with consumers. Product storytelling helps create a connection, communicating not just the features and benefits, but the values and story behind the design. This connection builds consumer trust and generates buzz, ensuring the product’s success in the market from day one.

Bringing it All Together

From the initial spark of inspiration to the final product launch, each stage of the industrial design process plays a critical role in creating wearable technology that not only looks good but works seamlessly in the lives of users. Every step—whether it’s research, prototyping, or technical design—helps shape a product that balances creativity, functionality, and user experience. A thoughtful, well-rounded design approach ensures that the product is not only technologically advanced but also user-friendly, making it easy for customers to integrate it into their daily lives with confidence and excitement.

At Interwoven Design, we believe that the best designs come from collaboration and a shared vision. We invite you to work with us to bring your ideas to life, whether you’re looking to refine an existing concept or develop an entirely new wearable tech solution. With our expert design and product development process, we’re here to guide you through every step, ensuring your product stands out in the market while meeting the highest standards of usability, functionality, and sustainability. Do you have a project you’d like to see come to life? Reach out!

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Yukiko Naoi Joins Interwoven as Creative Director

Interwoven Design Group Expands Medical Design Expertise with the Appointment of Yukiko Naoi as Creative Director

Brooklyn, NY – May 1, 2025 – Interwoven Design Group is thrilled to announce that Yukiko Naoi has joined the team as Creative Director. A seasoned leader in medical product design and a long-time collaborator with Interwoven Design, Naoi brings a unique, multidisciplinary perspective that bridges the worlds of design, medicine, and wellness. Her addition to the team marks a significant expansion of Interwoven’s capabilities in the medical design and packaging fields, reinforcing the company’s commitment to innovative solutions across the market.

Naoi’s career spans over two decades in industrial design, with a specialized focus on medical devices, diagnostics, personal care products, and packaging. As former president of Tanaka Kapec Design Group (TKDG), she led groundbreaking work in medical packaging, human factors research, and healthcare innovation, collaborating with industry leaders such as AstraZeneca, Bausch + Lomb, and Johnson & Johnson. Her extensive experience in regulatory compliance, usability research, and design for manufacturing will be instrumental in advancing Interwoven’s medical design practice, and her structural packaging experience will strengthen their packaging design practice.

Beyond her industrial design expertise, Naoi is also a licensed acupuncturist and founder of Rest NYC, a clinic dedicated to integrative health and wellness. Her ability to merge clinical insights with human-centered design allows her to create products that enhance patient outcomes and experiences, improving everyday lives. This unique combination of skills positions Interwoven Design to expand its influence in patient experience and wearable technology solutions for healthcare.

“We couldn’t be more excited to welcome Yukiko to the team,” said Rebeccah Pailes-Friedman, Founder of Interwoven Design Group. “Her expertise in medical product and packaging design as well as research-driven, user-centered healthcare solutions aligns perfectly with our mission. With Yukiko’s leadership, we are poised to deepen our impact in the healthcare design sector and develop groundbreaking innovations in wearable health technology.”

Rebeccah Pailes-Friedman (left) and Yukiko Naoi (right) collaborate at Interwoven Design Group’s Brooklyn studio, celebrating Yukiko’s new role as Creative Director.

Naoi has been a long-time friend and collaborator of Interwoven Design Group, contributing to multiple medical design projects over the years. In her new role, she will lead the studio’s medical design strategy and development, helping push the boundaries of wearable technology, health innovations, and e-textile solutions. Her expertise will allow Interwoven Design to broaden its partnerships within the medical industry and explore new frontiers in healthcare design.

Interwoven Design Group is a Brooklyn-based product design and development studio specializing in wearable technology, smart textiles, and innovations in health, medical, and consumer products as well as packaging. The studio is a thought leader in the wearable technology sector and committed to supporting women in design. By combining expertise in fashion, engineering, material science, and product design, Interwoven Design Group creates forward-thinking solutions that seamlessly integrate technology with the human body.

Please join us by welcoming Yukiko to the team!

3 Must-Know Brand Strategy Frameworks for Wearable Tech

A Guide to Building a Strong, Differentiated Wearable Tech Brand

In the fast-evolving world of wearable technology, having a great product isn’t enough—you need a strong brand strategy to stand out. Whether you’re designing smart textiles, medical wearables, or consumer tech that seamlessly integrates into daily life, your brand is what builds trust, loyalty, and excitement around your innovation. At Interwoven Design, we’ve seen firsthand how the right brand strategy can transform a wearable tech product from a niche idea into a market leader. In this Insight article, we’ll walk you through 3 useful brand strategy frameworks that will help shape a compelling, differentiated brand—one that connects with users, communicates value, and carves out a unique space in this competitive industry. Let’s dive in!

Understanding Brand Strategy for Wearable Tech

Brand strategy is more than just a logo or a catchy tagline—it’s the foundation of how your wearable tech product is perceived, who it resonates with, and why customers choose it over the competition. Unlike other industries, wearable technology sits at the crossroads of fashion, health, and innovation, meaning that a strong brand must balance aesthetics, functionality, and emotional connection.

A great wearable product seamlessly integrates into people’s lives, but a great wearable brand does something more—it builds trust, creates desire, and tells a story that makes people feel like they need it. Whether it’s a fitness tracker, a medical device, or a next-gen smart fabric, how you position your brand can determine whether customers embrace it or overlook it.

In the sections ahead, we’ll break down some of the most powerful brand strategy frameworks that will help you define your brand’s purpose, differentiate it in the market, and create lasting connections with your audience. We like to have a toolkit of options, as we don’t use every framework for every project, we custom build the design process for each challenge. Let’s start with positioning—because knowing where you stand in the market is the first step to making an impact.

Positioning Your Wearable Tech Brand

Before a customer even experiences your product, they experience your brand. Brand positioning is about defining what makes your wearable tech unique and why it matters to your target audience. In a crowded market, positioning helps you stand out—not just as another smart device, but as a brand with a clear purpose and value proposition.

To craft strong positioning, ask yourself:

Who is your ideal customer? Are you designing for athletes, healthcare professionals, everyday consumers, or fashion-forward early adopters?
What problem does your wearable tech solve? Is it enhancing performance, improving health outcomes, or providing a seamless user experience?
How does your brand’s personality and messaging reflect this? Should your tone be clinical and data-driven, sleek and futuristic, or approachable and lifestyle-oriented?

Key Brand Strategy Frameworks for Wearable Tech

Building a strong, recognizable brand in the wearable technology space requires more than just great design and cutting-edge innovation—it demands a strategic foundation that connects with users on a deeper level. To create a brand that resonates, companies must define their purpose, craft a compelling identity, and establish a clear and consistent message. In this section, we’ll explore three essential brand strategy frameworks—Simon Sinek’s Golden Circle, The Archetype Framework, and The Brand Identity Prism—that can help wearable tech brands differentiate themselves, foster loyalty, and create a lasting impact.

1. The Golden Circle

Simon Sinek’s Golden Circle

At the heart of every great brand is a compelling “why.” Simon Sinek’s Golden Circle framework —starting with why, then how, and finally what—popularized by his book Start with Why helps brands connect with customers on a deeper, purpose-driven level. Wearable tech brands that communicate a strong purpose inspire loyalty beyond just product features. For example, WHOOP’s why isn’t just to track biometrics—it’s to empower users with data-driven insights to perform at their best. In contrast, brands that focus solely on what they do, like offering another fitness tracker with heart rate monitoring, often struggle to stand out. By leading with purpose, wearable brands create an emotional connection that turns users into advocates.

2. The Archetype Framework

Brand archetypes, rooted in Carl Jung’s psychological theory, help brands develop strong personalities that resonate with their audiences. When wearable tech brands embrace a clear archetype, their storytelling becomes more cohesive and engaging. For example, Apple’s wearable tech aligns with The Innovator—pushing boundaries and redefining personal technology. Meanwhile, a brand like Fitbit embodies The Caregiver, prioritizing health, well-being, and accessibility. For adventure-driven audiences, Garmin wearables embrace The Explorer, appealing to those who seek rugged, off-the-grid experiences. By choosing the right archetype, wearable brands craft a more humanized identity, making it easier for customers to relate to and trust their products.

3. The Brand Identity Prism

Jean-Noël Kapferer’s Brand Identity Prism

Jean-Noël Kapferer’s Brand Identity Prism provides a structured way to build a strong and consistent brand identity. The framework breaks branding into six key elements: Physique (the tangible product and design), Personality (the brand’s character and tone), Culture (values and beliefs), Relationship (how the brand interacts with users), Reflection (how customers see themselves using the product), and Self-image (the aspirational identity it creates for users). Applied to wearable tech, this framework ensures a holistic brand strategy. Take Oura Ring, for example—its physique is sleek and discreet, its personality is refined and data-driven, its culture emphasizes wellness, and its relationship with users is built on trust in its health insights. By aligning all six elements, brands create a distinctive and cohesive presence in the market, reinforcing long-term loyalty.

Case Studies: Standout Positioning in Wearable Tech

1. WHOOP

Health & Performance Optimization

WHOOP has positioned itself as the go-to wearable for serious athletes and health enthusiasts. Unlike mainstream fitness trackers, WHOOP doesn’t have a screen—it’s all about data-driven insights, personalized recovery coaching, and subscription-based access to health analytics. The brand’s positioning is clear: If you’re serious about performance, WHOOP is for you.

2. Oura Ring

Discreet & Stylish Health Tracking

The Oura Ring takes a different approach, offering an ultra-sleek, screen-free wearable that blends seamlessly into everyday life. By focusing on wellness, sleep tracking, and an elegant, jewelry-like design, Oura appeals to a lifestyle-conscious audience that values aesthetics as much as technology.

3. L’Oréal’s My Skin Track UV

Beauty & Health Awareness

L’Oréal entered the wearable space with a completely different angle—combining skincare with technology. Their My Skin Track UV sensor helps users monitor sun exposure, reinforcing their brand’s commitment to skin health and beauty. This kind of niche positioning allows them to stand out in a tech space dominated by fitness and medical brands.

The key takeaway? Positioning isn’t just about features—it’s about aligning your product with the right audience, telling a compelling story, and ensuring your wearable tech solves a clear, meaningful problem.

Aim for Early Integration

A strong brand strategy shouldn’t be an afterthought—it needs to be embedded into every stage of product development. In wearable technology, where user trust and engagement are critical, aligning brand identity with product design ensures consistency and a seamless customer experience. From the materials chosen to the user interface, every touchpoint should reinforce the brand’s core values. For instance, a company focused on sustainability should integrate eco-friendly materials and transparent sourcing into their wearable products, not just market sustainability as a selling point. Similarly, a brand positioning itself as a leader in precision health should prioritize data accuracy and intuitive user experiences. By integrating brand strategy from the start, wearable tech companies create products that feel authentic, purposeful, and deeply connected to their audience’s needs.

Create Experiences that Resonate

Effective brand strategy is the foundation of a strong, enduring wearable technology brand. Whether leveraging The Golden Circle to define purpose, choosing an archetype to build a relatable personality, or using the Brand Identity Prism to shape perception, these frameworks ensure a cohesive and compelling brand presence. The most successful wearable brands don’t just develop products—they craft experiences that resonate. At Interwoven Design, we specialize in bringing brand strategy and product development together, helping wearable tech companies create meaningful, high-impact innovations. Whether you’re launching a new device or refining an existing brand, our team is here to guide you through every step of the process. Looking to create something extraordinary? Reach out to us to discuss how we can help shape your brand and product vision.

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Redefining Design Education: Bridging Tradition and Transition

This article, co-written by Rebeccah Pailes-Friedman, Elham Morshedzadeh, Ph.D., and Annie Abell, was published in the Winter 2024 Issue of IDSA’s INNOVATION Magazine.

Design education today stands at the crossroads of tradition and transformation, demanding that we prepare young designers with both timeless skills and cutting-edge tools to address society’s most wicked problems. Traditional competencies- design research, drawing, 3D form exploration, materials expertise, and problem solving — provide an essential foundation, yet they remain insufficient if students are not also trained to critically assess which challenges merit their attention. It is not enough for aspiring designers to master techniques; they must also cultivate the curiosity, resilience, and analytical acuity necessary to navigate a rapidly changing landscape.

In an ideal setting, education serves as the launchpad for industrial design innovation, nurturing visionary thinkers who blend art with engineering to craft transformative solutions. However, equipping students with this comprehensive skill set is a persistent challenge, especially when many academic institutions struggle to adapt their curricula to the fast pace of industry change.

Bridging the gap between theory and practice is an opportunity layered with complexities. As an active member of both IDSA and academia, I witness firsthand the struggle to define exactly what our future leaders need to learn.

IDSA champions educational approaches that break tree of traditional disciplinary silos, advocating for rigorous, interdisciplinary models that merge conceptual insights with tangible, real-world applications. Yet the hard question remains: How, exactly, do we implement this vision in educational practice?

To do so, we must reexamine and modernize our current educational models, ensuring that they integrate diverse fields and instill a spirit of innovation rooted in practical experience.

This modern imperative requires rethinking our approach to instruction and embracing a model that values both technical proficiency and the soft skills of critical thinking. Beyond merely teaching students how to execute design methods, we must guide them to question underlying assumptions, evaluate potential impacts, and decide which challenges are worth pursuing. Lifelong curiosity and resilience are as crucial to their development as technical expertise. Though this strategic direction presents significant challenges, it lays the groundwork for nurturing designers capable of tackling them. In an era where technology and market needs are in constant flux, evolving our design education is not just beneficial—it is essential for cultivating leaders skilled in both analysis and creative expression.

IDSA continues to advocate for curricula that move beyond conventional boundaries, promoting interdisciplinary approaches that merge conceptual insights with real-world applications. This vision requires educators to collaborate with industry professionals and integrate cross-disciplinary knowledge, drawing from fields such as sociology, environmental science, and computer science. For example, some pioneering programs now embed project-based learning, giving students firsthand experience in problem-solving, ethical design, and innovation management.

Today, boundaries between disciplines are increasingly blurred. Creativity, technology, and cultural understanding converge to create fertile ground for innovation-a phenomenon some have termed “expanding horizons.” Furthermore, emerging technologies such as artificial intelligence Al are reshaping the design process itself. Al is not merely a tool; it is revolutionizing the way we think about customization, efficiency, and user-centric design. By integrating Al and other innovative technologies, educational models can empower future designers to harness data, optimize processes, and even predict trends- pushing the boundaries of what is possible within our field.

Reflecting on this evolution, Elham Morshedzadeh, PhD, IDSA, Assistant Professor of Industrial Design at the University of Houston, says, “I believe industrial design has had a decent history in creative and adaptive teaching methods over decades of its existence. What began as hands-on practice within four-walled studios has expanded into immersive learning experiences that take students to streets, homes, hospitals, and even the depths of human thought and emotion.”

For Morshedzadeh, this journey highlights design education’s capacity as a catalyst for innovation, empathy, and societal impact. She emphasizes that design education is fundamentally about training designers to “understand, adopt, [and] evolve to create the most fit solutions.” Moreover, she argues that, with an emphasis on adaptability and observation-based solutions, design educators must structure projects and curricula to allow students to integrate new tools and technologies as project needs and industry advancements emerge.

Adding another dimension to this discussion, Annie Abell, IDSA, Associate Professor of Practice in the Department of Mechanical and Aerospace Engineering at Ohio State University, offers a parallel perspective from engineering education. She explains: “I am part of a team conducting a years-long project to modernize and completely redevelop the undergraduate mechanical engineering curriculum at Ohio State. A major hurdle is the speed of a comprehensive curriculum redevelopment project compared to the speed at which technology and industry is changing. For example, if it takes us four years… to develop and implement a new curriculum, what has changed in those four years? We will likely already be behind the times.”

Abell’s insights underscore the inherent tension between the deliberate pace of academic bureaucracy and the rapid evolution of the commercial world. She stresses that the solution is to create curricula that are “agnostic to specific software, specific tools, or specific technologies” and focused instead on adaptable skills and a mindset of active learning and problem solving.

Ultimately, as we reimagine design education, it is essential to create learning environments that foster collaboration, adaptability, and forward-thinking strategies. By embracing an interdisciplinary framework that values robust technical training alongside the nurturing of critical soft skills, we can prepare designers-and engineers -to lead, innovate, and drive meaningful change in a complex, ever-evolving world. The bridge between academia and industry grows stronger when educators are not isolated in their ivory towers but remain actively engaged in the professional realm. Many academic programs already benefit from part-time professors who work full-time in industry; these educators bring first-hand experience and up-to-date insights that help schools stay in tune with the rapidly changing demands of the market.

When academics actively participate in industry projects, research collaborations, and professional networks, they not only enrich their own teaching but also inspire their students to embrace real-world challenges. This symbiotic relationship ensures that classroom theories are constantly informed by the latest trends, technologies, and practices from the field. It transforms the educational journey into one that is dynamic, relevant, and immediately applicable-a crucial factor in an era where change is the only constant.

As we build and reinforce this bridge, it becomes clear that the future of design education relies on a model in which industry and academia work side by side, each challenging and informing the other. In doing so, we create a feedback loop that continually updates curricula to reflect emerging trends, nurtures innovation, and ensures that graduates are equipped with both the timeless wisdom of foundational skills and the agility to adapt to new technologies and market realities.

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Exploring 7 Essential Categories of Packaging

Packaging is more than just a container—packaging serves as a bridge between brands and consumers, offering both functional value and an opportunity to make a lasting visual impact. In today’s world, where commerce is king, packaging design plays a pivotal role in shaping how products are perceived, protected, and purchased. From ensuring product safety and sustainability to influencing purchasing decisions on crowded shelves, the design of a package can often make or break a product’s success. Packaging must be practical, safeguarding the product during storage and transit, while also acting as a powerful marketing tool that communicates a brand’s identity, values, and appeal. The best packaging balances functionality with creativity, using innovative materials, structures, and graphics to stand out in a competitive marketplace. At Interwoven Design, we’ve found that the most successful packaging designs involve a structural packaging designer and a graphic designer working together to bring the design to life. In this Insight article we’ll delve into the seven major categories of packaging we encounter in the design industry. Each type—whether rigid, flexible, or something in between—has its own unique features, benefits, and ideal applications. By understanding these categories, designers can make informed choices that enhance both the user experience and the product’s marketability.

1. Primary Packaging: The First Line of Protection

Primary packaging refers to the layer of packaging that comes into direct contact with the product itself. Its primary purpose is to protect the product from external factors such as contamination, moisture, or damage, while also ensuring its safety and integrity. In addition to a protective role, primary packaging often carries essential information, such as product details, usage instructions, and safety warnings, making it an integral part of the consumer experience.

Examples of primary packaging are everywhere, from bottles used for cosmetics and beverages to boxes that house food items or electronic devices, and tubes designed for toothpaste or lotions. Each type serves a specific function, tailored to the needs of the product and the user. For instance, a bottle must balance durability with portability, while a tube might emphasize ease of dispensing and portion control.

When our team takes on a primary packaging project, we focus on the careful consideration of materials, functionality, and user experience. The packaging needs to be practical—suited to the contents in size and materials, easy to open, reseal, or dispose of—and it needs to align with the product’s brand identity. By addressing these factors, primary packaging becomes more than just a protective layer; it becomes a critical touchpoint that connects the consumer to the product.

2. Secondary Packaging: Enhancing Brand Identity

Secondary packaging serves as an additional layer of protection and branding that supports the primary packaging. While it may not come into direct contact with the product, it plays a vital role in grouping products, protecting them during transportation, and creating a strong visual impact on retail shelves. Secondary packaging bridges functionality with aesthetics, helping to reinforce a brand’s identity and attract consumer attention.

Examples of secondary packaging include retail boxes, such as the sleek and sturdy boxes used for smartphones or luxury gift sets, as well as cartons and trays designed to hold bulk products or multiple units. These packaging types ensure products are secure while adding an element of sophistication and branding that resonates with the target audience.

Effective secondary packaging design requires a focus on branding elements—such as logos, colors, and typography—and attention to detail in printing and finishing. It should also prioritize shelf appeal, ensuring the product stands out in competitive retail environments. While we don’t specialize in graphic design at Interwoven Design, we know that it is critical for the graphics to be in harmony with the form. Sometimes we bring on a consulting graphics designer for specific projects to ensure this alignment. By combining durability, practicality, and visual appeal, secondary packaging elevates the overall consumer experience while reinforcing brand recognition and loyalty.

3. Tertiary Packaging: Logistics and Distribution

Tertiary packaging is the backbone of logistics, designed specifically for bulk handling, storage, and transport. Unlike primary or secondary packaging, its primary function is not consumer-facing but rather to ensure the safe and efficient movement of goods in large quantities. By protecting products from damage during shipping and simplifying distribution processes, tertiary packaging plays a crucial role in supply chain management.

Examples of tertiary packaging include sturdy shipping boxes and pallets that keep products stable during transit, shrink-wrap and stretch film used to bundle multiple items together, and corrugated containers that provide both strength and lightweight efficiency. These solutions help prevent damage, minimize waste, and streamline the movement of goods across warehouses and retail environments.

When designing tertiary packaging, key considerations include durability to withstand the rigors of transportation, ease of handling for warehouse and delivery workers, and sustainability. Materials should be robust enough to protect products while also being cost-effective and environmentally friendly, such as using recyclable or reusable materials. Thoughtful tertiary packaging design ensures that products arrive at their destinations intact, efficiently, and with minimal environmental impact.

4. Sustainable Packaging: Meeting Eco-Friendly Demands

Sustainable packaging has become a cornerstone of modern design, addressing the growing demand for solutions that minimize environmental impact. This type of packaging is intentionally crafted to reduce waste and carbon emissions while still meeting the functional needs of product protection and usability. By prioritizing eco-friendly materials and design principles, sustainable packaging aligns with both consumer values and environmental goals.

Examples of sustainable packaging include biodegradable materials, such as compostable wrappers for food products, recycled and recyclable options like paper, glass, or certain plastics, and reusable alternatives like fabric bags or glass jars. Each approach aims to extend the life of materials, reduce reliance on virgin resources, and encourage environmentally conscious behavior among consumers.

Effective sustainable packaging design requires careful consideration of material sourcing to ensure it is ethical and renewable, life-cycle analysis to evaluate its environmental impact from production to disposal, and consumer behavior to ensure ease of use and adoption. There are many innovative tools and databases we like for researching innovative and sustainable materials for our projects. By integrating sustainability into packaging design, brands can reduce their ecological footprint while fostering trust and loyalty among environmentally conscious consumers.

5. Flexible Packaging: The Versatile Option

Flexible packaging is one of the most adaptable and efficient solutions in the packaging industry, made from lightweight materials such as plastic films, paper, or foil. This type of packaging is commonly used for food, beverages, and consumer goods, offering a cost-effective way to protect products while enhancing portability and convenience. Its lightweight nature also makes it a more sustainable option compared to rigid alternatives, as it reduces transportation energy and material waste.

Examples of flexible packaging include pouches for snack foods or pet foods, laminated bags often used for coffee packaging, and flexible plastic films for items like produce or frozen goods. These formats are particularly valued for their ability to maintain product freshness, provide a compact and space-saving solution, and often include user-friendly features like resealable closures.

When designing flexible packaging, key considerations include space efficiency for both storage and transportation, high-performance barrier properties to protect against moisture, air, and light, and ease of use to enhance consumer experience. With its versatility and practicality, flexible packaging continues to be a go-to choice for industries looking to balance functionality, cost, and convenience.

6. Luxury and Specialty Packaging: Elevating the Brand Experience

Luxury and specialty packaging is designed to make a statement, creating a premium, visually striking, and tactile experience that enhances the perceived value of high-end products. It’s not just packaging—it’s an extension of the product’s identity, communicating exclusivity, sophistication, and quality to consumers. This type of packaging is often used for premium items where the unboxing experience plays a significant role in brand storytelling.

Examples include elegant gift boxes for jewelry or high-end cosmetics, embossed or foil-stamped materials that add texture and brilliance, and custom-designed containers like ornate glass bottles for perfumes or luxury wine packaging. These elements combine to create a sense of indulgence and uniqueness that sets the product apart.

Designing luxury and specialty packaging involves using high-quality materials, such as fine paper, glass, or metal, and incorporating intricate design elements like embossing, debossing, or metallic foiling. Special finishing techniques, including matte or glossy coatings, magnetic closures, or fabric linings, further elevate the packaging’s appeal. By investing in thoughtful and distinctive design, brands can forge an emotional connection with consumers, turning the packaging itself into a memorable part of the product experience.

7. Interactive and Smart Packaging: The Future of Packaging

Interactive and smart packaging is revolutionizing the way consumers engage with products, blending technology with design to create a dynamic, functional, and engaging user experience. By incorporating innovative features, this type of packaging goes beyond its traditional roles of protection and branding, offering consumers added convenience, deeper product insights, and memorable interactions.

Examples of interactive and smart packaging include QR codes that provide product tracking, promotional offers, or access to exclusive content; smart packaging solutions like temperature-sensitive labels that indicate freshness or RFID tags for inventory management; and augmented reality experiences that transform packaging into an interactive digital platform. These advancements enhance not only the usability of packaging but also the consumer’s connection with the brand.

Designing interactive and smart packaging requires thoughtful integration of technology to ensure it aligns seamlessly with the product and brand. Usability is key—consumers should find the technology intuitive and beneficial. Additionally, designers must focus on creating engaging and meaningful interactions that enhance the overall experience while keeping practicality and production costs in mind. With its ability to combine innovation with storytelling, interactive and smart packaging represents the cutting edge of the packaging industry.

Packaging Trends and Final Thoughts

The packaging industry continues to evolve, driven by changing consumer demands and advancements in technology. Current trends such as minimalist design, eco-conscious materials, and personalized packaging highlight the shift toward simplicity, sustainability, and customer-centric solutions. Emerging innovations like smart packaging, direct-to-consumer models, and enhanced sustainability practices are reshaping how products are delivered and experienced. Looking ahead, the future of packaging may include predictive packaging that anticipates consumer needs, AI-enhanced designs that optimize functionality and aesthetics, and greater transparency in the supply chain to build trust and accountability. Check out Packaging of the World and Lovely Package for some packaging inspiration, two of our favorite places to catch up on the current trends.

As we’ve explored, each category of packaging plays a unique role in product design, from protecting and transporting goods to elevating brand identity and consumer engagement. In today’s market, thoughtful, sustainable, and innovative packaging is no longer optional; it is essential. Designers have a responsibility to create packaging that not only serves its functional purpose but also considers its emotional and environmental impact. By embracing these trends and pushing the boundaries of what packaging can achieve, designers can lead the way in shaping a more sustainable and connected future for the industry.

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