For underdog brands, packaging can be as it important as the product itself. If the packaging doesn't intrigue, inspire, motivate and ultimately sell, the product never gets a chance to prove itself.
I love watching people wandering around a store and seeing them stop dead in their tracks to study a package. Even if they end up putting it down, the brand has accomplished more than most the others have -- even with gazillions of dollars in traditional advertising.
Here's a great blog to get inspired by all the possibilities in your packaging design: https://www.thedieline.com.