Considering the increasing competition between brands and products, packaging has become an important framing tool to influence customers' purchasing decisions. However, given the growing environmental concerns, zero packaging has emerged as a new practice to face the challenges of preventing and encouraging the use of packaging. With the introduction of zero packaging, marketers have been forced to reframe the practice of packaging, as artifacts used to create identification and familiarity to form a state of resonance have been removed. To extend the research of resonance within the marketing communication science, the study employed a qualitative approach to explore how food retailers are utilizing the framing concept of resonance as a means to revamp the traditional packaging into zero packaging. To reframe the practice of packaging, the study embraces the concept of cognitive and emotional resonance. The findings impose that food retailers need to create personal alignments with product artifacts, environmental values and containers. By reviewing the contextual marketing communication field, zero packaging, a third resonance was utilized to understand how the food retailers adequately attract, change and retain customers. Subsequently, affirmation was discovered as the key mechanism to achieve motivational resonance, by interfering with customers’ intrinsic and personalized values/desires.