# 230: Product Packaging Advice for Your New Hardware Invention

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2024-06-14
- Length: 17m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention
- Listen: https://productstartup.com/podcast/230-product-packaging-advice-for-your-new-hardware-invention/

## Summary

Elizabeth Corbett, President of Enterprise Sales at AE Global, shares 30 years of packaging expertise with hardware startups, emphasizing that packaging must first protect the product, then represent the brand, and fit the budget. She discusses the critical differences between retail and e-commerce packaging, highlighting sustainability, cost reduction strategies like SIOC (Ship in Own Container), and the risk of porch theft. Corbett illustrates how unboxing experiences can drive viral marketing, citing examples from Tiffany, Wahl, and MeUndies, while advising founders to use packaging as 'free real estate' to connect directly with early customers via QR codes and personal videos.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention#t=0) Introduction and Elizabeth Corbett's Background
- [3:48](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention#t=228) Core Tenets: Protection, Brand Representation, and Budget
- [7:34](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention#t=454) E-commerce vs. Retail Packaging and Sustainability
- [11:02](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention#t=662) The Unboxing Experience and Influencer Kits
- [13:55](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention#t=835) AE Global's Services for Startups

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

early-stage companies

## Mentioned

- AE Global (company)
- Tiffany (company)
- Starbucks (company)
- Estée Lauder (company)
- Wahl (company)
- MeUndies (company)
- Mako Design (company)

## Related episodes from other shows

- [37 - Matt Reddington - Packaging industry vet and expert](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-11-10-37-matt-reddington-packaging-industry-vet-and-expert) (People of Packaging)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [8: Packaging](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-01-28-8-packaging) (Thoroughly Considered)
- [#233 - Ask-Me-Anything: Marketing with Janice Greenwald](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-27-233-ask-me-anything-marketing-with-janice-greenwald) (The Startup CPG Podcast)
- [80 - Talking packaging design with Joey Rippole from Conran Design Group](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-10-19-80-talking-packaging-design-with-joey-rippole-from-conran-design-group) (People of Packaging)

## Citing this page

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