Co-branding on packaging
Meaning
What does co-branding on packaging mean?
Co-branding on packaging describes the joint placement of two or more brands on a product packaging. Brand partnerships are made visible – for example between manufacturers, ingredient suppliers, licensors or well-known brands that jointly launch a product on the market. The aim is to combine the trust, awareness and image values of several brands.
In the food sector, co-branding is often found in ingredient collaborations (“with brand X”), limited editions, licensed products or collaborations with sustainability or quality initiatives. The packaging becomes the central touchpoint at which this partnership is immediately recognizable for consumers.
Why co-branding is so relevant for food brands
Co-branding enables brands to strengthen each other and tap into new target groups. A well-known ingredient brand or a strong seal can have a positive influence on purchasing decisions and increase the perceived product quality.
The most important advantages:
- Image transfer: Positive brand values are mutually transferred.
- Increased attention: Several brands on one packaging increase the shelf impact.
- Credibility & trust: Quality or origin partners strengthen the purchase decision.
- Market development: New target groups are reached more quickly.
Co-branding can be an effective tool, especially for new launches, premium products or offers that require explanation.
Best practices for packaging & brand strategy
Clear distribution of roles for the brands
For successful co-branding, it must be defined which brand takes the leading role and how strongly the partner brand is integrated visually and communicatively. This is the only way to ensure that the brand hierarchy remains clear and the packaging does not appear overloaded.
This is where brand strategy, packaging design and brand architecture come together.
Visibly and harmoniously integrate co-branding in packaging
Logos, seals or claims should be clearly positioned and coordinated in terms of design. Colors, typography and proportions must be chosen so that the packaging remains both eye-catching and clear.
