Custom Branded Packaging: How to Build Your Restaurant's Brand Identity
Turn every takeout order into a marketing opportunity with custom branded packaging that increases recognition, loyalty, and word-of-mouth referrals.
Why Custom Packaging Is a Smart Investment
Every takeout order leaves your restaurant carrying your brand into the world. Generic packaging is a missed opportunity—custom branded packaging turns every meal into a marketing touchpoint.
Consider this: Your customer orders lunch, walks through their office with your branded bag, eats from your custom-printed container at their desk, and posts a photo on Instagram with your logo front and center. That's free advertising reaching hundreds or thousands of potential customers.
The benefits of custom branded packaging:
- Increased brand recognition: Your logo in front of customers multiple times per order
- Professional image: Custom packaging signals quality and attention to detail
- Social media marketing: Customers share photos of attractive, branded packaging
- Customer loyalty: Branded packaging creates emotional connection to your restaurant
- Free advertising: Delivery drivers, office workers, and pedestrians see your brand
- Competitive differentiation: Stand out from competitors using generic packaging
What You Can Customize
Takeout Bags
Custom printed bags are often the first impression customers have of your takeout order. They're also highly visible as customers carry them through public spaces.
- Paper bags: Kraft or white paper with 1-4 color printing
- Plastic t-shirt bags: Cost-effective option with custom printing
- Reusable tote bags: Premium option that extends brand exposure
- Common printing: Logo, restaurant name, website, phone number, tagline
Takeout Containers
Custom printed containers keep your brand visible throughout the meal and in social media photos.
- Pizza boxes: Full-color lid printing and interior designs
- Chinese takeout boxes: Classic pagoda-style boxes with custom printing
- Clamshell containers: Logo on lid for consistent branding
- Paper boats/trays: Simple 1-2 color printing for casual concepts
Cups & Beverage Packaging
Coffee shops pioneered custom cup branding, but it works for any restaurant serving beverages.
- Hot cups: Full wrap-around printing for maximum brand exposure
- Cold cups: Clear cups with custom printing or branded sleeves
- Cup sleeves: Cost-effective alternative to custom printed cups
- Drink carriers: Logo on cup carriers for multi-drink orders
Napkins & Paper Products
Often overlooked, custom napkins are an affordable way to add branded touches throughout the meal.
- Cocktail napkins: Small (5x5") for beverages and appetizers
- Dinner napkins: Larger size for full meals
- Dispenser napkins: Cost-effective for high-volume use
- Placemats: Full-color printing for dine-in service
Specialty Items
- Stickers/labels: Apply to generic packaging for flexible branding
- Tissue paper: Custom printed for wrapping sandwiches or lining baskets
- To-go utensil wraps: Branded bands holding napkin and cutlery
- Receipts: Custom header/footer with promotions or social media handles
Design Best Practices
Keep It Simple
Less is more. Your logo, restaurant name, and website/phone number are often sufficient. Cluttered designs reduce impact and increase printing costs.
Use High-Contrast Colors
Ensure your design is visible and legible. Dark colors on light backgrounds (or vice versa) work best. Avoid light-on-light or dark-on-dark combinations.
Make Text Readable
Font size matters. Phone numbers and websites should be large enough to read at arm's length. Minimum recommended font size is 10-12pt for contact information.
Include Key Information
Essential elements to include:
- Restaurant name/logo
- Website URL (keep it short and memorable)
- Phone number for orders
- Instagram/social media handle
- Tagline or positioning statement (optional)
Consider Social Media
Design with Instagram in mind. Include your handle prominently and create designs that customers will want to photograph and share.
Stay On-Brand
Your packaging should match your overall brand identity. Use the same colors, fonts, and design style as your menu, website, and signage for consistent brand recognition.
Understanding Printing Costs
Custom printing costs vary based on several factors. Understanding the pricing structure helps you make cost-effective decisions.
Factors That Affect Price
- Number of colors: Each color requires a separate printing plate, increasing costs. 1-color printing is most economical.
- Order quantity: Minimum orders typically start at 1,000-5,000 units. Higher volumes significantly reduce per-unit costs.
- Print area: Full coverage printing costs more than spot printing (logo only).
- Material type: Paper products are generally less expensive to print than plastic.
- Setup fees: One-time design and plate setup fees (typically $50-200) are amortized across larger orders.
Typical Price Premiums
Custom printed packaging typically costs 15-50% more than generic equivalents, but the marketing value often justifies the investment.
Example pricing (approximate):
- Generic paper bag: $0.15 each | Custom printed: $0.20-0.25 each
- Generic hot cup: $0.12 each | Custom printed: $0.18-0.22 each
- Generic pizza box: $0.75 each | Custom printed: $1.00-1.25 each
- Generic napkins: $0.02 each | Custom printed: $0.03-0.04 each
Strategic Approach: Where to Start
You don't need to customize everything at once. Start strategically with the items that provide the most brand exposure.
Phase 1: High-Visibility Items
Start with the packaging customers and the public see most:
- Takeout bags: Highly visible in public, used for every order
- Cups (if beverage-focused): Customers carry them everywhere
- Primary containers: Featured in food photos and social media
Phase 2: Table Touches
Add branded touches to enhance the dining experience:
- Napkins: Cost-effective branding for dine-in and takeout
- Placemats: For dine-in service
- Specialty containers: Pizza boxes, Chinese takeout boxes, etc.
Phase 3: Complete Branding
Once you've established ROI, expand to additional items:
- Stickers and labels
- Utensil wraps
- Tissue paper
- Specialty packaging for signature items
Alternative: Stickers & Labels
If minimum order quantities for custom printed packaging are too high, custom stickers offer a flexible alternative.
Benefits of custom stickers:
- Lower minimums: Order quantities starting at 250-500 pieces
- Flexibility: Use on any packaging—bags, boxes, containers
- Easy to update: Change designs without large inventory commitments
- Test before committing: Try different designs before investing in custom printed packaging
- Multi-purpose: Use stickers for branding, sealing bags, or tamper-evidence
Measuring ROI on Custom Packaging
How do you know if custom packaging is worth the investment? Track these metrics:
Brand Awareness Metrics
- Social media mentions: Track tags and hashtags featuring your packaging
- User-generated content: Count customer photos featuring your branded packaging
- Website traffic: Monitor increases in direct website visits after launching custom packaging
- New customer source: Ask new customers how they heard about you
Customer Loyalty Metrics
- Repeat order rate: Compare before and after custom packaging launch
- Customer feedback: Direct compliments about packaging
- Online reviews: Mentions of packaging in positive reviews
Simple ROI Calculation
If custom packaging costs an extra $0.50 per order, and it results in even one additional order per month from increased brand recognition or word-of-mouth, it pays for itself many times over.
Example: 500 takeout orders/month × $0.50 extra = $250/month investment
If this generates just 10 additional orders/month at $25 average = $250 in revenue (plus future lifetime value)
Working with a Custom Printing Supplier
What to Provide
- Vector logo file: PDF, AI, or EPS format (not JPG or PNG)
- Brand colors: Pantone (PMS) color codes for exact color matching
- Fonts: Specific fonts if using custom text
- Quantity needed: Estimate based on 2-3 months usage
- Timeline: Allow 3-6 weeks for first orders (shorter for reorders)
Questions to Ask
- What are the minimum order quantities?
- What's the lead time for production and delivery?
- Are there setup fees? Are they waived on reorders?
- Can I see a proof before production?
- What file formats do you need?
- Do you offer design services if I don't have print-ready artwork?
- What are the per-unit costs at different quantities?
Common Mistakes to Avoid
- Ordering too much too soon: Start with minimum quantities to test before committing to large inventory
- Poor quality artwork: Low-resolution logos produce blurry, unprofessional results
- Too many colors: Each color adds cost—most effective designs use 1-2 colors
- Tiny text: If customers can't read your phone number or website, you're wasting money
- Inconsistent branding: Packaging that doesn't match your other brand materials confuses customers
- Ignoring storage space: Custom orders often require large minimum quantities—ensure adequate storage
- Not getting a proof: Always review and approve a proof before full production
Ready to Create Custom Branded Packaging?
Our custom printing services offer low minimums, fast turnaround, and competitive pricing. Get a free quote and design consultation.
The Bottom Line
Custom branded packaging transforms every takeout order into a marketing opportunity. While it costs more upfront, the long-term benefits in brand recognition, customer loyalty, and word-of-mouth marketing typically far exceed the investment.
Start with high-visibility items like bags and cups, measure results, and expand gradually. With strategic planning and smart design, custom packaging becomes one of your most cost-effective marketing channels.
Remember: Every generic container is a missed opportunity to build your brand. Make every order count.