Why Choosing The Right Paperboard For Your Custom Packaging Matters!

If you’re choosing packaging for your brand, the decision between different types of paperboard isn’t just about materials, it’s about how your product shows up on the shelf, how your brand is perceived, and how your budget is spent. There are two types of boards that are commonly used: SBS and Kraft.

As a packaging broker working with bakeries, cafés, restaurants, and retailers, we’ve helped dozens of clients navigate this exact decision. And the truth is: there’s no “better” option, only what’s right for your brand goals.

Let’s break it down.

What Is SBS?

SBS (Solid Bleached Sulfate) is a premium paperboard with a smooth, bright white surface.

That white base is what makes SBS so powerful, it acts like a blank canvas, allowing colours to appear vibrant, crisp, and consistent.

Best for:

• Bright, bold branding

• Detailed designs

• Glossy or specialty coatings

• High-end, polished packaging

Real example: We worked with a donut shop that wanted their donut boxes to feel modern and eye-catching. Their design relied on vibrant colours and a glossy finish.

We recommended SBS and the result was exactly what they wanted: colours that popped and a clean, premium look that stood out immediately.

What Is Kraft?

Kraft is a brown paperboard typically made from recycled materials, giving it a natural, earthy appearance.

It’s often associated with sustainability and simplicity, but it also comes with some practical trade-offs.

Best for:

• Rustic, natural branding

• Eco-conscious positioning

• Muted print designs 

Real example:

Harken Bakery came to us wanting a rustic, handmade feel while also prioritizing sustainability.

Kraft was the perfect fit. It reinforced their brand story and helped them stay within budget, all while delivering the aesthetic they were after.

The Biggest Differences (That Actually Matter)

1. Print Quality & Colour

This is where most people get caught off guard.

• SBS: Colours are bright, accurate, and consistent thanks to the white base

• Kraft: Colours may appear darker, often more muted because of the brown background

Kraft is also more porous, meaning it absorbs ink. This can dull colours even further.

Pro tip: You can improve colour on Kraft by printing a layer of UV white ink underneath.

If you need colours to pop, SBS is the safer choice.

2. Consistency

SBS is highly consistent from run to run, though can still have variation in undertones -sometimes pinker or bluer - it does come from trees after all!

Kraft, on the other hand, often varies in shade and tone because it’s made from recycled materials. That variability can affect how your final print looks.

3. Brand Positioning

This is often the deciding factor.

• SBS = polished, premium, modern

• Kraft = natural, rustic, eco-friendly

Neither is better, but they send very different signals to your customers.

Common Mistakes We See

After working with many clients, a few patterns come up again and again:

• Expecting bright, vibrant colours on Kraft without adjustments

• Not accounting for colour variation between runs due to the board variability

• Choosing SBS when the brand actually calls for a more natural look

• Overlooking how much coatings and finishes matter for the final feel and look

These small misunderstandings can lead to disappointing results or unnecessary costs.

How We Help Clients Decide

When we guide clients, we usually focus on three things:

1. What should the brand feel like?

2. How important is colour accuracy and finish?

3. What’s the budget?

From there, the right material usually becomes obvious.

Final Thoughts

SBS and Kraft aren’t just materials, they’re branding tools.

• Choose SBS when you want bright, crisp colours, precision, and a premium finish

• Choose Kraft when you want a rustic and eco-friendly look, warmth, and muted colours

The key is aligning your packaging with your brand, not just your preferences. Click here to book a free consultation.