Every luxury brand should have some form of branded packaging. It creates brand awareness and it also creates a luxury customer experience.
Research has shown time and again that the more memorable you make an experience for your clients, the more likely you are to have loyal custom. Every experience should be a positive one. An experience which will make your clients smile. But the key here is to be sincere in the service you provide. Keep true to your values.
A gift or a product which is well packaged helps to build your brand value. One important point to remember is no matter how much you value you own brand, your customers have to value it too. Treat every customer as an intelligent customer, because they are! They make their own decisions where and who to spend their money with. And it's up to you as a brand to earn their trust. One of the ways to earn their trust is to provide them with a positive experience.
There are so many options when it comes to packaging. My personal view point is that your brand name and logo should definitely feature in some form throughout your range of packaging. Personally I'm a minimalist and my packaging is very simple. I have my wrapping paper in my brand colours, branded labels and ribbons. What was important to me at the point of design was quality. I wanted the best quality of everything but kept my range to a minimum. I opted for luxuriously thick wrapping paper and metallic gold print to match my branding.
Another way that I recommend is layering your packaging. Wrap items individually in acid free tissue paper before gift wrapping. And the final layer being the outer box. You are again creating a customer experience of unwrapping layers of protective packaging. It lets the consumer know that you care about your products and how they are received. And in turn, you value their custom.
When you have sufficiently wrapped everything in your branded packaging, you need to think of packing material to stop your product being damaged in transit.