In the context of food packaging design, customization enhances the value of a product by meeting the needs of the consumer. Personalization is also linked to adaptation. This makes it possible to improve the properties of the packaging from various points of view: functional, aesthetic, economic and ecological. Currently the functional and formal properties of packaging are not investigated among themselves, however the study of both properties are the basis for creating a new concept of personalized and sustainable product. In accordance with this approach, the conceptual design procedure of packaging with personalized and adapted geometries based on the digitization of fresh food is proposed in this work. This study is based on the application of advanced technologies for the design and development of food packaging, in this case apples, in order to improve the quality of the packaging. The results obtained show that it is possible to use advanced technologies in the early stages of product design in order to obtain competitive products adapted to new emerging needs.