Custom packaging that feels like a brand partner, not a vendor

Building a B2B brand that looks like the brands it serves

The brief: position Helix Packs as a real partner to CPG brands, not a generic packaging supplier.

The visual system had to land on two contradictions — corporate enough for B2B credibility, but as bright and trend-aware as the CPG brands themselves. We built a design language that flexes across the full range Helix offers (high-tech custom structures, sustainable formats, premium finishes), so each customer sees their own brand world reflected in the site.

A catalog with hundreds of options, designed not to overwhelm

Helix offers dozens of packaging formats across multiple materials, sizes, and sustainability tiers. A standard catalog grid would drown the buyer.

70+ AI assets to show packaging that doesn't exist yet

Helix's whole business is custom — most products on the site are formats, not finished SKUs.

We generated 70+ AI assets to show the range: paper stand-up pouches, rigid gift boxes, drip coffee bags, mailer envelopes, specialty boxes — each rendered in multiple brand contexts so a buyer can see "what would this look like with my brand on it." Real photography would have meant commissioning samples from every supplier and shooting them. AI got the same range in days.

Built for CPG brand owners, not procurement managers

Most packaging suppliers' sites read like procurement portals — minimum order quantities, technical spec sheets, RFQ forms.

Helix sells to founders and brand teams who think in moodboards, retail shelf, unit economics, not material codes. We rewrote the entire site around how a brand owner actually shops for packaging — by industry (Wellness & Supplements, Food & Beverage, Pet, Coffee), by use case (subscription box, retail launch, sample), by sustainability requirement — and pushed the technical specs into secondary layers. Founder lands and immediately sees "this is for my kind of brand."

Technical and editorial SEO for a long sales cycle

B2B packaging buyers research for weeks before booking a call.

Affiliate program, Amazon-side fulfillment, lead capture

Site shipped with three integrations beyond the standard stack. An affiliate program for packaging designers and brand consultants — they refer clients, earn commission, get early access to new formats.

Amazon's shipping system wired into the sample-pack flow — sample orders ship from Amazon's warehouse instead of a 3PL or owned storage, which at this volume is materially cheaper. And a structured contact form plus email list capture across the site, feeding Klaviyo flows so every inbound lead gets nurtured even when they're not ready to buy yet.