Package, container, box – whatever you call it, it serves a unique function to contain certain items. It might be a DVD package, or a product case, or even a self marketing system. It must contain the elements you need included, but it also has everything to do with your brand.
If you’re selling something, you will need you logo, colors, fonts, etc. – on the package. This package, just like any other marketing materials you’re using, is an extension of your organization and has a big part in representing your brand.