Building the brand experience with packaging
Alongside eating, drinking and sleeping, most of us probably did a fair bit of present opening in the last few weeks. Dealing with packaging is often simply what you have to do to get to the thing you want; a good experience being one where you don’t end up wrestling with the pack or cursing its makers. But done well, it has the potential to build the brand experience. Whilst Apple is rightfully held up as a brand that does this well, I wanted to share an example from someone else whom I think gets it spot on: Boxfresh.
A much anticipated present for me was a new pair of blue high tops. After tearing through Reindeer themed wrapping, I finally got to the box and noticed a blue circle on the side, with ‘Boxfresh’ written on it and perforations around its core.
Intuitively I poked the middle out, leant in to sniff (which just seemed right at the time) and was greeted by a pleasing waft of that new trainer smell. I loved it. Opening a new pair of shoes had never been as fun or as memorable.
I think there’s much to learn about what Boxfresh got right:
1. The design taps into a fundamental consumer insight - the pleasure of that new trainer smell - to transform a functional task into a pleasurable experience.
2. As a pack, it feels pretty unique and one I’ll be sure to remember –not bad for a box of trainers.
In time, it could become a distinctive brand asset, as recognizable as their logo (which is also nicely printed on the underside of the sole).
3. It creates an experience that directly ties back to the brand. Whilst Nike and Adidas could offer the same box and that new trainer smell would be just as pleasing, its value is magnified when it’s from a brand called 'Boxfresh'.
So in sum, what Boxfresh shows is that with a bit of thought and an insight into consumer behaviour, a functional aspect of product can become meaningful, distinctive, and help build the brand experience.
- Article by Tim Parker