Packaging design is all around us, but it often goes unnoticed. Whether it’s the sleek bottle of your favorite skincare product or the textured box of a fine wine, great packaging not only catches the eye but also tells a story. For Sharon Eucce, founder of Packaging Chic, the artistry and strategy behind these designs have been her passion for years. Her journey from paper sales to becoming a leader in the packaging industry is a story of adaptability, resilience, and vision. 

Finding Her Path in Print  

Sharon’s career began in the world of printing and graphic communication. With a degree from Cal Poly, she launched into a thriving industry, helping brands make critical choices about the paper used for marketing materials. For two decades, Sharon specialized in understanding the nuances of print—textures, finishes, weights, and more—to help her clients communicate their messages in tangible, meaningful ways. 

However, as digital marketing began to take center stage in the early 2000s, the demand for traditional print services began to decline. For Sharon, this shift became undeniable by 2007, when her industry faced massive upheaval. Businesses moved away from paper-based marketing, and Sharon found herself at a professional crossroads. It was a pivotal moment that would ultimately define her career. 

The Pivot to Packaging  

When one door closes, another often opens, and for Sharon, that door came in the form of an opportunity in the packaging industry. A client in the box-making business offered her a position in packaging sales, a field that was expanding even as traditional print was shrinking. 

The transition wasn’t without challenges. Sharon had to learn the intricacies of a new industry, which involved not just understanding materials but also exploring the psychology of design and consumer behavior. But Sharon thrived in this dynamic space, quickly recognizing the critical role packaging plays in branding. A product’s box, bag, or label isn’t just functional; it’s often the first impression a brand makes. 

The Birth of Packaging Chic  

As her expertise grew, Sharon decided to chart her own course. She founded Packaging Chic, a company that brings a creative and strategic approach to packaging design. Her business focuses on helping clients stand out in crowded markets through thoughtful, innovative designs. 

Sharon’s projects span a variety of industries, from luxury beauty brands to artisan wines. Her ability to blend aesthetics with strategy allows her to create packaging that tells a story while enhancing the customer experience. Whether it’s a bold design for a limited-edition product or eco-friendly packaging that aligns with a brand’s sustainability goals, Sharon’s work is all about creating an impact. 

A Story of Resilience and Creativity  

At every stage of her career, she has embraced change and found new ways to thrive. Her journey from a shrinking print industry to the booming world of packaging design is a testament to her resilience and willingness to evolve. 

In an industry where trends and consumer preferences are always shifting, Sharon remains at the forefront by fostering strong client relationships and staying ahead of design innovations. Her work with Packaging Chic is a reminder that packaging isn’t just about wrapping a product—it’s about shaping a brand’s identity and building connections with consumers. 

Today, Sharon’s success stands as an inspiration to anyone facing change. Her story proves that with the right mindset and a commitment to growth, challenges can become opportunities to create something extraordinary. Listen to her full journey on Women in Motion using this link: https://businessradiox.com/podcast/women-in-motion/packaging-design/ 

About Women’s Business Enterprise Council-West (WBEC-West)           

WBEC-West is a regional partner of the Women’s Business Enterprise National Council (WBENC), a coalition of corporations, WBEs, and regionally focused women’s business organizations. As an affiliate organization, WBEC-West implements the certification standards of WBENC throughout Arizona, Colorado, Southern California, Utah, Wyoming, Nevada, Hawaii, and Guam. WBENC is the largest certifier of women’s business enterprises in the U.S. and a leading advocate for women business owners, leaders, and entrepreneurs. WBENC certification is nationally recognized and accepted by more than 10,000 major corporations. We also support corporations in their efforts to include WBENC Certified WBEs in their supply chain.