Distinctive packaging, together with the product name, exerts brand power. However, there are many cases where protection of packaging has not been adequately considered, and rights have not been exercised when counterfeit products are discovered.
The following article explains the usefulness of protecting packaging designs through design rights, so please take a look if you are interested.
Protecting Package Designs ~Utilizing Design Rights~:https://www.harakenzo.com/package_design/