Both are paper-based and both look great. The real difference is in the consumer story, the regulatory positioning, and the printing behavior.
This question comes up almost every project: should we use kraft or FSC-certified paperboard? Both are recyclable, both are paper-based, and both can look great. The decision usually comes down to three factors.
1. Consumer perception
Kraft reads as "raw, honest, sustainable" — even when it isn't necessarily more sustainable than the bleached alternative. FSC paperboard reads as "premium with credentials" — the FSC mark itself is a value signal on the carton.
2. Print behavior
Kraft absorbs ink — it works for line art, mono-color logos, and limited halftones. FSC paperboard takes 4-color CMYK cleanly. If your design has gradients or photos, FSC will look noticeably better.
3. Regulatory positioning
If you're claiming sustainable sourcing in EU markets, FSC's chain-of-custody documentation is the audit trail you want. Kraft sourcing varies — recycled-content kraft is widely available, but you'll need supplier-specific docs to back the claim.
For most beauty, supplement, and food projects: FSC paperboard. For DTC apparel, mailers, and craft-positioned brands: kraft is the right read.
