Paul Hamilton, head of sales & marketing at Hunter Luxury, explains why trust is the new currency in luxury packaging
LUXURY packaging isn’t just about creating the most expensive pack money can buy. Some of the most crucial aspects of premium packaging aren’t things money alone can secure. It’s the craftsmanship — the soul — that distinguishes luxury packaging from standard folding cartons and cases. A packaging solution can be lavish in cost yet utterly devoid of character if it is made without the most valuable currency in the luxury industry: Trust.
Trust is the foundation of every great partnership between a brand and its packaging supplier. It’s essential to any packaging project — without it, crafting a pack that truly represents a brand’s identity and captivates luxury consumers becomes impossible. Trust turns packaging into more than just a container; it makes it an extension of a brand’s unique character. In the high-stakes world of luxury, where perfection is non-negotiable, brands can’t afford to work with suppliers who don’t deliver. In today’s market, trust is invaluable — it cannot be bought but is at the heart of our approach at Hunter Luxury.
Trust matters more than ever
Trust isn’t just critical to luxury packaging design; it’s vital to consumers. The luxury market is facing challenges. According to Bain & Company, the market contracted by 2% in 2024. While resilient, this decline disproves the notion that luxury is recession-proof.
Some experts suggest this downturn goes beyond economic cycles. Forbes has analysed what it calls a ‘reputation recession’ affecting luxury brands. According to reputation management firm RepTrak, consumers feel let down by brands that increased production and prices post-pandemic without improving quality. As a result, many heritage brands are losing their aspirational appeal.
While factors like consumer wealth and the investment value of luxury goods still drive purchases, exclusivity remains essential. Without it, high-end products lose desirability.
To counteract this shift, luxury brands must restore their appeal. This means selecting partners who understand the evolving landscape — especially in packaging, where trust is paramount.
Reliability is the ultimate luxury
Trust fuels true collaboration, built on reliability, transparency and a shared vision. When challenges arise — design changes, material adjustments, or sustainability goals — brands need a packaging partner who can navigate these issues while staying true to the original concept.
Every detail matters. Weight, shape, structure, and finishing techniques all play a role in conveying a brand’s identity. However, the design must also be scalable and functional throughout the supply chain. Even luxury brands are feeling rising costs, making it crucial to balance opulence with practical constraints. Meeting these demands requires expertise — harmonising luxury with efficiency while ensuring on-time delivery and sustainability.
At Hunter Luxury, we value trust because it provides more than just packaging; it delivers peace of mind. Bringing a luxury product to market is a high-stakes endeavour where a single misstep can be catastrophic. As the recent ‘reputation recession’ has shown, losing trust can happen quickly. Understanding these stakes means we don’t just see ourselves as a supplier—we act as a committed partner invested in a brand’s success.
Giving packaging its own terroir
This deep understanding of luxury brands’ needs extends beyond tangible aspects. The intangible elements — authenticity and heritage — are just as essential.
Successful collaboration requires commitment from both parties, but packaging manufacturers must go the extra mile to immerse themselves in the brand. Developing packaging that embodies a brand’s heritage isn’t something that can be faked; it requires genuine dedication. Sometimes, this commitment takes us to extraordinary places. Our collaboration with whisky distiller Glenglassaugh on its Serpentine Coastal Cask Collection involved visiting the distillery on Scotland’s northern coast. This hands-on approach enhances our ability to meet client needs while giving us insight into the product’s origins.
During our visit, we absorbed the essence of Glenglassaugh — the salty sea air, wind-swept sand, and serpentine cliffs that inspired the whisky’s name. In winemaking, terroir describes how environmental factors shape a wine’s character. Whisky, too, has terroir, and when a product’s environment is integral to its identity, its packaging must reflect that.
For Glenglassaugh’s case, we translated this inspiration into a curved wooden design, mirroring the crashing North Sea waves and the driftwood that frequently washes ashore. But beyond this project, we believe every luxury packaging solution should have its own terroir — a unique identity shaped by the brand’s history and environment. This philosophy ensures that packaging delivers not only tangible luxury but also the intangible qualities that create an unforgettable experience.
These outcomes are the rewards of prioritising trust in packaging partnerships. Trust is a currency that can’t be spent, yet it’s worth more than money can buy. At Hunter Luxury, we take pride in sharing this invaluable asset with our brand partners.
