The material you choose shapes how your packaging looks, how well it protects and what it costs. Most custom boxes are made from one of three families: kraft board, corrugated board and rigid board. Here is how they compare and when to use each.
Kraft board: natural and versatile
Kraft is made from long, unbleached wood fibres, which give it its brown colour and good tear strength. It is often made with recycled content and is widely recyclable.
Best for: cosmetics, candles, coffee and tea, soaps, food items and any brand that wants an honest, eco-minded look.
Look: earthy and handmade. Bold one- or two-colour prints, black logos and white ink stand out well on the brown surface.
Watch out for: full-colour photos look darker on brown board. If colour accuracy matters, choose white-lined kraft or SBS board instead.
Corrugated board: built for shipping
Corrugated board sandwiches a wavy fluted layer between flat liners. That structure absorbs knocks and resists crushing, which is why it is the standard for shipping.
- E-flute: about 1.5 mm thick, smooth enough for crisp printing. Ideal for mailer boxes and retail packaging.
- B-flute: about 3 mm, with more cushioning for heavier products.
- Double-wall: two fluted layers for very heavy or fragile items.
Best for: e-commerce mailers, subscription boxes, electronics, bottles and anything that travels through the post.
Look: available with kraft or white liners, printed inside and out.
Rigid board: premium presentation
Rigid boxes, also called set-up boxes, are made from thick chipboard wrapped in printed or textured paper. They do not fold flat like other boxes (unless you choose a collapsible style), and they feel solid and substantial in the hand.
Best for: jewellery, watches, perfume, luxury cosmetics, tech accessories, corporate gifts and presentation sets.
Look: high-end. They pair well with magnetic closures, foil stamping, embossing, ribbon pulls and foam or velvet inserts.
Watch out for: rigid boxes cost more per unit and take more storage and shipping space. Collapsible rigid boxes reduce both.
Side-by-side comparison
| Kraft | Corrugated | Rigid | |
|---|---|---|---|
| Protection | Good for light items | Excellent for shipping | Very good, heavy-duty |
| Look | Natural, eco | Clean, versatile | Luxury, premium |
| Unit cost | Low | Low to medium | Higher |
| Ships flat | Yes | Yes | Only collapsible styles |
| Recyclable | Yes | Yes | Board yes; check wraps and inserts |
How to decide
- Is the box the shipper? If yes, start with corrugated.
- Is it sitting on a shelf or given as a gift? Consider kraft or SBS folding cartons for everyday products and rigid for premium ones.
- What does your brand stand for? Kraft says natural, rigid says luxury, printed corrugated says modern and bold.
- What is your budget per unit? Higher-value products can carry the cost of a rigid box; low-cost items usually suit kraft or corrugated.
Many brands combine materials, for example a rigid gift box shipped inside a plain corrugated outer carton.
Explore our kraft boxes, corrugated boxes and custom rigid boxes, or send us your product details and our team will recommend the right board for you.