Launching a new business is exciting—but choosing the right packaging can be one of the trickiest parts. Whether you're in food & beverage, skincare, e-commerce, or lifestyle products, packaging isn’t just about protecting your item. It’s also about branding, sustainability, legal compliance, and customer experience.

If you’re an Australian startup trying to figure it all out, this guide breaks it down simply so you can make confident packaging choices—without the overwhelm.

1. Start with Your Product: What Are You Really Packaging?

Before looking at materials or design, get clear on what you’re packaging, and what it needs.

Ask yourself:

Is the product fragile, perishable, or sensitive to light or moisture?

Will it be displayed on shelves or shipped in the post?

Does it need to be resealable, tamper-evident, or child-safe?

How long does the product need to last in the packaging?

For example:

Skincare needs light- and air-proof containers

Food items may need heat-sealed pouches or food-safe films

E-commerce products must survive transport and handling

This step helps narrow down the types of packaging that will actually work for your business.

2. Understand Packaging Types: Primary, Secondary & Tertiary

There are three levels of packaging—and startups often overlook one or more:

Primary packaging: Directly touches your product (bottle, jar, pouch)

Secondary packaging: Outer layer used for branding or grouping (box, sleeve, carton)

Tertiary packaging: Used for shipping or bulk transport (mailers, pallets, shipping boxes)

Make sure each layer is doing its job—protecting the product, representing your brand, and complying with transport and retail needs.

In most cases, you’ll need at least two layers: one for product safety, and one for presentation.

3. Consider Your Brand Identity & Target Audience

Packaging plays a major role in how customers perceive your startup. It’s often the first physical interaction they’ll have with your brand.

Think about:

What do you want customers to feel when they open or see your packaging?

What colours, fonts, and finishes suit your brand voice?

Is your target audience eco-conscious? Premium? Playful?

For example:

A luxury candle brand might use matte black boxes with embossed gold foil

An organic granola brand might choose kraft paper pouches with earthy tones

A Gen Z skincare brand might opt for bold fonts, refillable jars, and cheeky messaging

Your packaging should be consistent with your brand story—so people remember you after the unboxing.

4. Factor in Legal & Regulatory Requirements (Especially for Food, Cosmetics & Health)

Australian startups need to comply with local packaging and labelling laws, especially for regulated categories.

Depending on your product, you may need to meet standards under:

Food Standards Australia New Zealand (FSANZ) for ingredient and nutrition labelling

Therapeutic Goods Administration (TGA) for health and wellness products

NICNAS / AICIS for cosmetic packaging content and claims

APCO & ARL labelling for recyclability transparency

Working with a knowledgeable packaging supplier can help you navigate these legal details without stress.

5. Choose the Right Materials: Balance Function, Cost & Sustainability

Material choice impacts not just how your packaging looks and feels, but also your cost per unit, shipping costs, and eco-footprint.

Here are some popular materials used by Aussie startups:

For food and dry goods:

Kraft paper bags

PET or rPET containers

Compostable bioplastics (PLA)

Foil-lined pouches for longer shelf life

For skincare and cosmetics:

Amber glass jars and dropper bottles

Airless pump tubes

Recyclable PP plastics

Aluminium tins with screw lids

For e-commerce packaging:

Custom printed mailer boxes

Padded paper mailers

Corrugated cardboard shippers

Hot tip: More Aussie customers now prefer eco-conscious packaging. If possible, choose materials that are recyclable, compostable, or made from recycled content—and be sure to label it clearly with disposal instructions.

6. Think About Quantities, MOQ & Scalability

One of the biggest startup challenges is balancing minimum order quantities (MOQ) with limited budgets and uncertain demand.

Look for packaging partners who:

Offer low-MOQ options

Provide short-run custom printing

Allow you to scale up without changing suppliers later

At Evopack, we help small businesses find flexible packaging solutions that grow with them—whether you’re launching 100 units or scaling to 10,000.

Starting with stock options (like blank pouches or jars) is a great way to test the market before investing in full custom runs.

7. Design for Delivery: Don’t Let Your Packaging Fail in Transit

Especially for online brands, your packaging needs to survive shipping—and still look great when it arrives.

Common mistakes Aussie startups make include:

Choosing packaging that’s too flimsy for AusPost or courier handling

Ignoring temperature and humidity in transit

Over-packaging, which increases shipping cost and waste

Where possible, test your packaging in real-world conditions—drop it, post it to yourself, or leave it in a hot car. Your customers will experience these things, so your packaging should be ready.

8. Budget Realistically: Packaging Is an Investment, Not Just a Cost

As a startup, you’re probably watching every dollar—but be careful not to undervalue packaging. It’s one of the only parts of your product that customers see, touch, and remember.

Smart packaging choices can:

Help your product stand out

Justify a higher price point

Improve customer satisfaction and repeat sales

Reduce product returns or damage

That said, be smart about where you splurge. Start small, prioritise functionality and branding, and optimise as you grow.

Final Thoughts: Your Packaging Is Your Silent Salesperson
As an Aussie startup, you’ve got a unique product and a story worth telling—your packaging is how you tell that story at scale.

To summarise:

Know your product’s needs

Choose materials that balance function, sustainability, and brand feel

Keep it legal, clear, and compliant

Consider delivery, shelf appeal, and disposal

Work with flexible, local packaging partners that understand the startup journey

Why Evopack Is the Right Packaging Partner for Australian Startups
At Evopack, we specialise in helping startups and small brands build smart, scalable packaging solutions from day one. Here’s what you get:

Low MOQs with short lead times

Compostable, recycled and food-safe packaging options

Custom print runs for pouches, jars, boxes and more

Local expertise in labelling laws and industry trends

Friendly support from concept to delivery

Whether you're launching your first product or ready to scale, we’ve got packaging that works as hard as you do.