What Makes a CPG Brand Look Premium vs. Cheap (and How to Avoid the Biggest Mistakes) 

Many CPG (Consumer Packaged Goods) brands struggle to command premium pricing – not because their product isn’t high quality, but because their branding makes them look cheap. Customers don’t pay more just because something is better; they pay more because they perceive it as premium. 

The reality is, perception drives pricing. Consumers associate premium brands with exclusivity, trust, and higher value, while cheap-looking brands get lumped into the discount aisle. If your branding signals “budget” instead of “premium,” your sales, profit margins, and retail presence will suffer. 

In this guide, we’ll break down the exact elements that make a CPG brand look premium vs. cheap, why it matters, and how you can elevate your brand to command higher prices, attract loyal customers, and stand out in a competitive market. 

1. The Difference Between Looking “Good” and Looking “Premium” 

Many brands assume that as long as their design looks “good,” it will also look “premium.” But there’s a big difference between aesthetic design and premium brand perception. 

Common Mistakes That Make CPG Brands Look Cheap: 

• Overcrowded packaging – Too much text, logos, or clutter confuses customers and signals lower value. 

• Generic branding – Stock images, cookie-cutter templates, and common fonts make a brand forgettable. 

• Following short-term trends – Trendy designs age quickly, making a brand look outdated instead of timeless. 

• Low-quality materials – Thin packaging, weak labels, and flimsy finishes don’t justify higher prices. 

Case Study: How Rebranding Elevated a CPG Brand 

A mid-sized organic snack brand struggled to differentiate itself in the market. Despite having high-quality ingredients, their sales were stagnant. After a strategic rebrand—upgrading to sleek packaging, simplifying messaging, and emphasizing their organic certification—they saw a 35% increase in retail sales and secured placements in major grocery chains. 

2. Key Elements of a Premium-Looking CPG Brand 

Premium branding is not just about the product itself—it’s about crafting an entire experience that begins long before the consumer engages with the product. From the moment a potential customer encounters the brand, every detail is designed to evoke feelings of quality, sophistication, and exclusivity. This experience sets the stage for the customer’s emotional connection to the product, which drives loyalty and perceived value. Whether it’s the carefully curated brand story, the refined aesthetics of the packaging, or the use of premium materials, everything about a premium brand is meant to make customers feel special and that they are purchasing something truly exceptional. 

This attention to detail helps to elevate the consumer’s expectations, setting a high bar not only for the product itself but for the entire brand experience. It’s a holistic approach that ensures each interaction, from the first glance to the unboxing, reflects the same premium positioning. The experience doesn’t stop once the product is opened—it’s about building a relationship with the consumer that transcends the physical product and resonates emotionally. 

As a result, premium brands position themselves as aspirational. They don’t just sell products; they sell a lifestyle, a sense of belonging, and a desire to be part of something exclusive. The customer doesn’t just feel like they are buying a physical product—they feel like they are purchasing a piece of something rare, something crafted with care and expertise. 

Minimalism with Purpose 

Premium brands embrace simplicity. They use whitespace, clean lines, and a focused message to convey exclusivity and confidence. By stripping away excess and focusing on essential elements, premium branding evokes a sense of sophistication and clarity. High-end brands strategically use negative space to direct attention to key details, creating an air of refinement. Thoughtfully selected fonts and a well-balanced layout further enhance this effect, ensuring that every design choice supports the perception of luxury. Less is more, but only when executed with purpose and precision. 

Logo Design & Visual Identity 

The foundation of this refined simplicity starts with the logo. A premium brand’s logo is not just a design, but the first visual representation of the brand’s identity. It’s carefully crafted to be simple, yet powerful, ensuring it’s instantly recognizable and timeless. A premium logo is often clean and geometric, making use of negative space and subtle details to communicate elegance and sophistication. The design avoids unnecessary complexity, focusing instead on elements that make a strong, memorable impact. By creating a logo that reflects the brand’s values and story, premium brands set the tone for every other aspect of the visual experience. A well-designed logo doesn’t just look professional; it embodies the exclusivity and luxury the brand represents. 

Typography and Color Psychology 

Typography sets the tone. Cheap brands often use overused fonts, while premium brands invest in unique or custom typography. Colors also matter—rich, deep hues create a sense of luxury, while bright, overly saturated colors can feel low-budget. 

High-End Materials & Finishes 

Premium brands use matte finishes, embossing, foil stamping, and textured materials to create a tactile experience that elevates perceived value. Consumers associate premium packaging with better product quality, making them willing to pay more. 

Storytelling & Brand Positioning 

Premium brands tell a compelling story. They highlight heritage, craftsmanship, sustainability, or exclusivity to forge an emotional connection with their audience. Brand storytelling also helps justify higher pricing by communicating the why behind the product. 

Labels and Packaging 

Labels and packaging are critical components of premium branding. High-end brands invest in custom label designs, premium printing techniques, and innovative packaging materials to enhance perceived value. Embossing, foil stamping, and soft-touch finishes give the product a luxurious feel, while sustainable and eco-friendly packaging options appeal to conscious consumers. A well-executed label and packaging strategy not only makes the product stand out on shelves but also reinforces the overall brand identity and storytelling, making a lasting impression on buyers. 

Example: Premium vs. Cheap Perception in the Health & Wellness Industry 

Compare a high-end organic skincare brand to a generic drugstore lotion. The premium skincare brand uses a cohesive brand experience, sustainable packaging, and intentional messaging, reinforcing the idea of a high-quality, results-driven product. Meanwhile, generic lotions rely on basic plastic packaging and minimal branding, making them seem mass-produced and less effective. 

3. The Psychological Impact of Premium Branding 

Premium branding isn’t just about looking good; it influences consumer behavior and emotions. Studies show that customers are more likely to trust and invest in brands that appear high-end. This perception goes beyond just the aesthetics of a product—it taps into deeper psychological triggers that drive purchase decisions. The experience of buying a premium product becomes a process of emotional fulfillment, with the brand acting as a conduit for the consumer’s desires, aspirations, and self-perception. 

How Premium Perception Drives Purchase Decisions 

Social Proof & Status Symbol

Consumers are social creatures, and much of their purchasing behavior is driven by a desire for validation and association. Premium brands offer more than just products—they offer social proof. When consumers buy a luxury item, they feel as though they are making a statement, whether it’s about their success, sophistication, or personal taste. For many, owning a product from a high-end brand enhances their self-image, signaling to others that they belong to a certain social class or circle. This status symbol effect is especially powerful in consumer categories like health and wellness, where products are often marketed as indicators of a lifestyle that reflects success, health, and self-care. Brands that successfully position themselves as exclusive or aspirational attract consumers who want to align with those values and project a certain image to the world. 

Trust & Quality Assurance 

When customers purchase from premium brands, they are not just buying a product—they are investing in a promise of quality. High-end branding reassures customers that they are making a safe and reliable purchase. Consumers associate premium branding with high-quality ingredients, careful craftsmanship, and superior performance. Whether it’s in the packaging, the product’s origin, or the meticulous attention to detail, premium brands communicate that their offerings are of a higher standard than lower-priced alternatives. This perception of quality reduces the perceived risk of the purchase, making consumers more confident in their decision. It’s why customers are willing to pay significantly more for a luxury skincare product, even if it promises similar benefits to a less expensive option—they believe they are getting superior value, backed by the brand’s reputation. 

Emotional Connection

 At its core, premium branding taps into the emotional side of consumer decision-making. A luxury brand story can resonate deeply with consumers, fostering a sense of loyalty and creating a bond that goes beyond the product itself. Consumers are more likely to return to a brand that they feel emotionally connected to, especially if that brand speaks to their personal values or aspirations. For instance, a premium health and wellness brand that emphasizes sustainability, ethical sourcing, or heritage can forge a strong emotional connection with its customers, who may then become repeat buyers. This emotional attachment is powerful—it encourages not just one-time purchases, but long-term loyalty and advocacy. Consumers who feel that a brand understands them and aligns with their values are far more likely to continue purchasing, even at a premium price. 

This is why high-end health and wellness brands can charge triple the price of generic alternatives—because branding makes consumers feel they are investing in superior quality, well-being, and a lifestyle they aspire to. The power of branding lies in its ability to influence not just what people buy, but how they feel about their purchases. For these consumers, the act of purchasing a premium product is less about the product itself and more about the emotional experience that accompanies it. They’re not just buying a product; they’re buying into a brand experience that promises to elevate their lives and fulfill their desires. 

4. How Cheap Branding Hurts Your Business 

Looking cheap isn’t just about appearances—it directly impacts your bottom line. Here’s how: 

• Lower margins – Discount pricing leads to razor-thin profit margins. 

• Harder to attract retailers – Buyers want brands that drive high-ticket sales, not clearance bin discounts. 

• Struggles with customer loyalty – Cheap brands attract price-sensitive customers, not long-term advocates. 

• Higher marketing spend – Cheap-looking brands need to compensate with more aggressive advertising. 

Retail buyers often reject brands that don’t look premium enough, even if the product is great. They assess packaging, messaging, and perceived brand value before making space for a new product. If a product appears cheap, retailers assume it will not attract high-paying customers and may end up in clearance bins. A strong brand presence makes it easier to enter retailers and command premium shelf space, giving you access to higher-margin sales and long-term consumer loyalty. 

5. How to Rebrand Your CPG Product for a Premium Look 

If your brand isn’t commanding the price it deserves, it may be time for a strategic rebrand. Rebranding isn’t just about changing a logo or tweaking packaging; it’s an opportunity to redefine your brand’s value, target a more lucrative audience, and build stronger customer loyalty. A successful rebrand can refresh your brand identity, improve shelf presence, and differentiate your product from competitors. It allows you to realign with evolving consumer preferences and establish a stronger emotional connection with your audience. 

A well-executed rebrand also enables a company to reintroduce itself to the market with a fresh perspective, capturing the attention of new customers while strengthening relationships with existing ones. It creates opportunities for premium positioning, allowing a brand to raise prices while providing an enhanced perception of quality. Rebranding can also address any outdated design elements or messaging that no longer resonate with today’s consumers. 

For businesses struggling with stagnant sales, a rebrand can be a strategic move to generate buzz, create excitement, and re-establish authority in the industry. Whether it’s refining the brand story, upgrading the packaging, or revamping marketing campaigns, rebranding is a powerful tool for long-term business success. Here’s how: 

Step 1: Audit Your Current Branding 

Auditing your brand means thoroughly evaluating your packaging, messaging, and digital presence to determine whether it aligns with a premium perception. This process involves assessing the materials used, the visual aesthetics, the consistency of messaging, and how your brand compares to premium competitors. Pinpoint gaps in quality, storytelling, or consumer perception that may be holding your brand back from commanding a higher price point. A detailed audit can reveal weaknesses in your branding strategy and provide actionable insights on how to improve and reposition your brand effectively. 

1. Assess Your Visual Identity – Review your logo, color palette, typography, and packaging to ensure consistency and alignment with premium branding. 

2. Analyze Your Messaging – Examine your tagline, product descriptions, and marketing materials to ensure they convey exclusivity and high value. 

3. Evaluate Customer Perception – Gather feedback through surveys, reviews, and social media to understand how your audience perceives your brand. 

4. Compare Competitor Branding – Identify premium competitors and analyze their branding strategies to pinpoint opportunities for differentiation. 

5. Review Your Digital Presence – Ensure your website, social media, and online listings reflect a cohesive and high-end brand image. 

6. Test New Strategies – Implement changes based on audit findings, track customer responses, and refine your approach accordingly. 

Step 2: Refine Your Positioning and Pricing Strategy 

Premium brands don’t compete on price—they compete on value, perception, and experience. Clearly defining what sets your product apart is essential for premium positioning. A well-crafted brand strategy should highlight superior product quality and ingredients, ensuring customers recognize the unique benefits your product offers. Sustainability and ethical sourcing play a crucial role in modern consumer decision-making, as more buyers seek brands that align with their values and environmental responsibility. Your brand mission and values should be clearly communicated across all touchpoints, reinforcing authenticity and building trust with your audience. This combination helps elevate brand perception, making it easier to justify premium pricing and establish long-term customer loyalty. 

Step 3: Upgrade Your Packaging, Materials, and Brand Identity 

Investing in high-quality packaging and premium finishes is essential in elevating your brand’s perception. Packaging should not only be visually appealing but should also provide a tactile and luxurious experience for customers. Consider using matte finishes, embossing, or foil stamping to create a high-end feel. Sustainable and eco-friendly packaging options can also enhance brand value, attracting conscious consumers. 

Choosing elevated typography and color schemes can further establish a premium identity. Custom or unique typography can help set your brand apart, while a refined color palette that conveys sophistication and trust will resonate better with a high-end audience. 

Ensuring your logo and visual identity align with a luxury feel is crucial. A well-designed logo, paired with cohesive branding across all touchpoints, helps communicate exclusivity and high value. Your brand should exude consistency and intentionality, reinforcing consumer trust and brand recognition. 

If you need expert guidance in upgrading your packaging and brand identity to achieve a premium look, our team at Aventive Studio is here to help. Contact us today for a consultation and take the first step toward transforming your brand. 

Step 4: Align Your Website, Social Media, and Marketing 

Your digital presence should reflect the same premium experience as your packaging. High-end brands invest in beautifully designed, user-friendly websites that immediately communicate luxury and exclusivity. A premium website should be intuitive, aesthetically polished, and aligned with the overall brand identity. It should load quickly, feature high-resolution imagery, and offer a seamless shopping experience for customers. 

Professional photography and video content play a crucial role in elevating a brand’s online presence. High-end brands use carefully curated visuals that tell a compelling story, highlight product details, and create an emotional connection with consumers. High-quality product images, lifestyle shots, and behind-the-scenes videos can reinforce brand authenticity and build trust. 

Cohesive social media branding ensures that every touchpoint, from Instagram posts to LinkedIn articles, aligns with the brand’s luxury positioning. Consistency in tone, color schemes, typography, and content themes establishes credibility and encourages engagement. Strategic collaborations with influencers, high-value storytelling, and a refined posting schedule further enhance the brand’s authority in the market. An effective digital presence integrates all these elements to create a lasting impression that supports premium pricing and long-term brand loyalty. 

Step 5: Implement a Premium Customer Experience 

Premium branding extends beyond visuals. Improve customer service, unboxing experiences, and loyalty programs to reinforce your brand’s value. A well-thought-out unboxing experience, for example, can turn a one-time buyer into a loyal advocate. Thoughtfully designed packaging, personalized thank-you notes, and exclusive first-time buyer discounts can enhance the unboxing moment, making it feel like a premium experience. Additionally, brands that invest in seamless customer service and proactive engagement, such as follow-up emails or VIP loyalty programs, can create a deeper emotional connection with their audience. These elements not only increase customer retention but also encourage word-of-mouth marketing, which is invaluable for sustaining long-term brand success. 

Example: How a Supplement Brand Went Premium 

A supplement brand struggling with low sales revamped its branding—introducing elegant matte-finish bottles, embossed labels, and a refined brand story emphasizing scientific formulation and clean ingredients. They also incorporated eco-friendly packaging to appeal to sustainability-conscious consumers. The result? Increased shelf appeal, a 60% rise in direct-to-consumer sales, and a 50% boost in premium retailer placements within a year. This transformation not only elevated the brand’s perceived value but also attracted a more loyal customer base willing to pay premium prices for high-quality wellness products. 

6. Beyond Aesthetics: Creating a Legacy Brand 

Premium branding is about more than just visuals—it’s about leaving a lasting impression. Brands that maintain a consistent, high-quality experience across all touchpoints become industry leaders. 

Long-Term Brand Growth Strategies 

• Build a strong brand community with loyal customers. 

• Collaborate with premium retailers and influencers to expand brand reach. 

• Innovate while staying true to your core values to maintain authenticity and relevance. 

By focusing on these long-term strategies, your brand can transcend trends and establish itself as a household name in the premium CPG space. 

Case Study: How Aventive Studio Rebranded a Skincare Line for Success 

One of our most impactful rebranding projects was with a skincare brand struggling to stand out in the saturated beauty and wellness industry. Their existing branding lacked cohesion, their packaging felt generic, and they weren’t connecting with the premium-conscious consumers they wanted to attract. 

Our Rebranding Strategy: 

• Elevated Visual Identity: We designed a refined logo and a sophisticated color palette to communicate luxury and purity. 

• Premium Packaging Design: We introduced high-quality, eco-friendly materials with embossed labels, sleek glass bottles, and soft-touch finishes to enhance the unboxing experience. 

• Compelling Brand Storytelling: We crafted a brand message centered around sustainability, clean ingredients, and science-backed formulations. 

• Strong Digital Presence: We revamped their website and social media strategy to reflect their premium identity and attract high-end retailers. 

The Results: 

• 75% increase in online sales within six months of the rebrand. 

• Secured partnerships with high-end beauty retailers and boutique spas. 

• Built a loyal customer base willing to pay premium prices for a superior experience. 

At Aventive Studio, we specialize in helping CPG brands transform their branding and packaging to command higher prices and build long-term customer loyalty. If you’re ready to take your brand to the next level, we’re here to help. 

Elevating your CPG brand to a premium level requires more than just good design—it demands strategic positioning, a compelling brand story, and a deep understanding of consumer perception. Customers are willing to pay more for brands that exude quality, trust, and exclusivity. By refining your packaging, messaging, and overall brand experience, you can shift consumer perception and justify premium pricing. 

A successful rebrand can lead to increased customer loyalty, better retailer relationships, and higher profit margins. Whether you’re looking to refresh your visual identity, improve your digital presence, or enhance the overall customer journey, investing in premium branding is a strategic move for long-term success. 

If you’re ready to take your brand to the next level, our team at Aventive Studio is here to guide you. Let’s work together to create a brand that stands out, commands higher prices, and builds lasting consumer trust.