To survive in the competitive challenges, the products have to be designed to meet the needs and requirements of customers, differ from the competitors, and be friendly with the environment. This research was to propose an innovative design approach for charcoal briquette packaging design to meet the customer requirements. The customer requirements were explored and translated to product characteristics by using quality function deployment. The customers’ perceptions to product visual forms were explored through the emotional design approach. Customers’ requirements and customer perceptions were integrated to create a new charcoal briquette packaging. A new packaging design and process during its life cycle was evaluated an impact on the environment through carbon footprint values. The result showed that the innovative design approach can be used to guide designer design the charcoal briquette packaging to meet the requirements and perceptions of customers, illustrate the product identity and be friendly with the environment.