What Is Private Label Packaging? A Beginner’s Guide for Businesses

When you walk down a grocery aisle or browse online retailers, you may not realize just how many products are sold under “private label” brands. These aren’t household-name manufacturers, but their packaging looks professional, their branding is compelling, and their pricing is competitive.

So what’s the secret? It often starts with private label packaging.

If you’re new to this concept, you’re not alone. Many small and mid-sized businesses are exploring private labeling as a way to break into markets or grow their presence, but understanding how packaging plays into that strategy is key. This article breaks down what private label packaging means, how it works, and how to make it work for your product.

What Is Private Label Packaging?

Private label packaging refers to the custom branding and labeling a retailer or business uses to sell a product manufactured by a third party. The product is not made by the brand listed on the label, but rather by a contract manufacturer, then packaged and labeled to reflect the retailer’s branding.

For example, a supermarket might sell its own line of pasta sauces under its store brand, even though the sauce is made by an outside supplier. That store brand’s logo, color scheme, and product information are all applied through private label packaging.

This packaging strategy gives businesses complete control over how a product looks and feels, even if they don’t produce it themselves. It’s one of the fastest-growing approaches to product development and retail entry today.

Learn the impact of product labeling on consumer purchasing decisions by exploring this insightful guide.

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Why Private Labeling Is Growing in Popularity

It’s no coincidence that private labeling is booming across industries like food, health and beauty, beer, wine, and liquor, and many other consumer goods. Shopper trust in store brands is growing, and retailers are eager to offer alternatives that give them higher margins and more control.

For business owners, private labeling provides a way to:

Launch new products without the need for in-house manufacturing
Enter new markets quickly with a lower upfront investment
Create exclusive brand identities tailored to specific audiences
Compete with national brands on both price and appearance

When done right, private label packaging allows small brands to look just as polished, and sometimes even more appealing, than their better-known counterparts.

Discover the benefits of creating custom product labels in this helpful article.

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Custom Private Label Packaging: What Are Your Options?

If you’re considering entering the private label space, you’ll need packaging representing your brand and communicating quality. This is where custom private label packaging becomes essential.

What does that mean in practice? It depends on the product, but common elements include:

Branded pressure-sensitive or shrink sleeve labels for bottles, jars, and wrappers
Custom-printed boxes or folding cartons for shelf presence
Compliance labeling for food, supplements, or household chemicals
Barcodes, ingredients, nutrition panels, and legal disclaimers in line with regulatory standards

With custom private label packaging, you can tailor every aspect of your packaging, from colors and fonts to label materials and finishes, to reflect your brand identity. Even if your product is similar to others on the shelf, its presentation can make it stand out on shelves and provide a lasting impression.

Examples of private label packaging options:

A natural skincare brand using matte, minimalist labels on amber jars
A gourmet salsa brand using bold shrink sleeves for full-wrap designs
A private-label cleaning product line using durable, specialty-shaped labels for visibility

Whether you’re launching online, distributing through retailers, or setting up at local markets, your packaging plays a significant role in customer trust and recognition.

Looking for ways to make your food product stand out? Take advantage of these proven design tips that are sure to make shoppers notice your delicious offerings.

Find Food Labeling Tips

The Role Custom Private Labels Play in Product Success

So why does customization matter so much in the world of private label products?

Unlike national brands with widespread recognition, private label goods rely heavily on shelf appeal and first impressions. A well-designed label does more than identify your product; it builds trust, conveys value, and separates you from lookalike items nearby.

Here’s how custom labels support private labeling:

Visual branding: Custom labels reinforce your visual identity and help tell your brand story.
Compliance: Every product type has specific label regulations, and custom labels ensure you’re meeting FDA, EPA, or other standards.
Adaptability: Whether launching five SKUs or 50, custom labels allow you to scale while maintaining consistency.
Cost-efficiency: With strategic material choices and the proper digital, flexographic, or rotary screen printing method, custom labels can be both high-quality and budget-friendly.

Even something as simple as the label finish, soft touch, matte, or gloss, can influence how a customer perceives your product’s quality and whether you convert a sale.

What Printing Methods Work Best for Private Label Packaging?

Label printing plays a behind-the-scenes but critically important role in private label packaging. Choosing the right printing process can affect not only the cost and appearance of your packaging but also your ability to scale quickly and maintain consistent quality.

One of the most widely used methods for private label printing is flexographic printing, which excels in producing high volumes at fast speeds with excellent color consistency.

Benefits of flexographic printing for private labeling:

Ideal for mid- to high-volume runs
Works on a wide range of substrates (paper, film, foil)
Produces crisp graphics and fine details
Compatible with specialty inks and finishes

Digital printing is also a popular option for smaller or startup brands. It offers greater flexibility with lower minimums, variable data, and faster turnaround times, great for short runs or testing new packaging designs.

Whether you’re choosing flexo or digital, the key is working with a label printer who understands private label packaging requirements and can recommend the best solution for your goals.

Create Custom Private Labels That Elevate Your Product and Drive Sales

With over 75 years of proven results, US Tape & Label helps private label brands across the country produce standout packaging that meets regulations, looks exceptional, and performs under pressure. Contact us today to discuss your custom private label needs and discover how our experience in private label packaging can elevate your product.