Branding Together: Unboxing the Power of Custom Packaging
Lauren Davis and Sean Doherty of Box Genie explain the emotional impact of a well-designed unboxing experience and explore some current trends in packaging.
November is a month for reflecting on what we’re most thankful for, but it’s also when holiday gifting starts to ramp up ahead of December festivities. So, it’s a great time to remember that the packaging sends as much of a message as what’s inside the box. In this episode of Branding Together, Co-hosts Theresa Hegel and Cassie Green recap the biggest moments from the PRINTING United Expo before diving into a discussion with Lauren Davis and Sean Doherty of Box Genie (asi/41301) about the growing impact of custom packaging in promo and print. From unboxing experiences to sustainability and emerging design trends, they explore how thoughtful packaging can elevate any brand experience.
Mentioned in this month’s episode:
- PRINTING United Expo 2025 Delivers Record-Breaking Number of Attendees
- Inktavo & OrderMyGear Announce Merger
- Branding Together: Reflections on M&A Activity With Rusty Pepper
- PRINTING United Expo 2025: Printers Share Their Promo Success Stories
- Counselor 2025 Power 50
Key Takeaways
• PRINTING United Expo 2025 reported record-breaking participation, surpassing 30,000 registered attendees from 104 countries and featuring 838 exhibitors.
• ASI highlighted strong crossover interest between commercial printing and promotional products, noting increased demand for promo-related education at the expo.
• Industry leaders emphasized that custom packaging is becoming a major driver of brand storytelling, customer engagement and unboxing experiences.
• Box Genie (asi/41301) executives explained how brands are using custom corrugated packaging to elevate perception, unify campaign themes and create VIP-style presentation moments.
• Sustainability remains central to packaging decisions, with Box Genie using recycled materials and right-size boxes to reduce waste and shipping impact.
• AI-driven design tools and hyper-personalized packaging – such as QR codes, vibrant interior printing and custom inserts – are emerging as top trends heading into 2026.
• The hosts reflected on strong industry momentum post-expo and discussed gratitude, collaboration and community as key themes heading into the holiday