Posts Tagged ‘packaging’

divider

Unboxing a More Beautiful World

Wednesday, December 2nd, 2015

This article first ran in the December 2, 2015 issue of MediaPost’s MarketingDaily.

The plethora of YouTube videos and the celebrity status of popular unboxers has made unboxing a wildly popular topic. But in all the frenzy, and with all the eyeballs on the moment of opening a new product, there’s actually very little attention paid to the shipping box itself.

In today’s world of delivery overload, it’s time we reconsider the ordinary brown cardboard box, giving it a branded life of its own. After all, the moment of unboxing is a highly emotional experience, with anticipation and excitement making it feel like the opening of a very special gift. With growing opportunities in delivery and shipping to consumers this holiday season, shipping boxes could very easily become the last frontier of package design.

Package as “ad space”
The Minions’ Amazon takeover last spring proved this could be a new, viable revenue stream for the retailer, by using the shipping box as one would any other ad space. As an entry point for brands looking to reach a mass audience with ownable packaging, it’s a smart move given the popularity of online shopping. But is selling your box as an ad space to the highest bidder the best way to leverage this untapped blank canvas? The key is not just slapping on any ad willing to pay, but to elevate the role of shipping packaging to what it really is: The ultimate branded gift-wrapping experience.

amazon-minion-box-hed-2015

Branded “wrapping”
Imagine a Chanel handbag arriving in a Karl Lagerfeld-designed shipping box, complete with a personalized note or preview of the new collection, or the next Dollar Shave Club kit arriving in a Shinola-designed box, bringing a new level of craftsmanship to the monthly delivery. The packaging space becomes much more appealing and important when it’s tied to the contents; either by creating a link between two like-minded brands, or by bringing elements of surprise and delight to the customer.

Geo-targeted, personalized packaging
If shipping is the new retail, then why shouldn’t shipping materials become more personal? With the ability to target by region, city and even zip code, a more targeted message can be delivered to areas or individuals. Supermarket deliveries from brands like Fresh Direct or Peapod could be wrapped with information about local events or promotions. Or, in advance of a special occasion like Mother’s Day, you could design the outer package of those chocolates you send to Mom. The trend of customization and personalization should find its way to the outside of your shipping box.

Limited edition packaging
Your shipping orders could even become a venue for special guest wrappers — celebrities, fashion designers, or luxury brands — to create a more premium feel and tap into the idea that anything “limited” is more desirable. Golden foil wrapping for the holidays, brought to you by Beyoncé, or a velvet-textured delivery for that special someone on Valentine’s Day, designed by a Victoria’s Secret Angel. Creating a tactile experience out of a regular cardboard box is one way to ensure the enjoyment of the gift inside.

Repurposed packaging
If you open your mind to the possibilities of design on the outside of a cardboard box, a future where these lovely boxes are repurposed and reused in many ways doesn’t seem so far-fetched. Boxes that have aesthetic appeal can be reused for another shipment, or something playful like a bookend, jewelry box, or even furniture. They could even have a modular function, morphing into various shapes and sizes, giving you endless possibilities, while being more eco-friendly.

While we’re still quite a ways away from eradicating the drab and boring cardboard box we’re all used to, the potential for infusing some design and aesthetic appeal is there. Imagine a world where the standard delivery truck is filled with an assortment of beautifully colored and wrapped gifts, or where garbage day in your local neighborhood suddenly looks like a roadside rainbow of carefully wrapped and branded packaging. I predict the careful reconsideration of the ubiquitous shipping box will bring a little more joy to shippers and receivers, while potentially inspiring less disposal and even more camera time.

Eva Rebek is director of design intelligence in Sterling’s New York office.

divider

New Work: Café for Change

Friday, August 14th, 2015

CafeForChange_CoffeeCup-01Did you know that your next cup of coffee could help eradicate poverty in coffee-producing countries? With more than $175 billion of coffee consumed globally every year, the industry generates tens of billions of dollars for their importing countries, but very little of it goes back to the more than 26 million growers. As a result, most of the people that depend directly or indirectly on coffee production live in poverty or extreme poverty, with little hope for change. Even with the best fair trade deals, coffee growers’ share is less than one cent per cup. CafĂ© for Change, an organization founded just last year, is working to change that, and we worked with them to get the brand off the ground. We worked on the brand idea of creating a fair and just world for all producers. The brand identity, featuring a coffee bean, beautifully emphasizes the need for change in the industry. The supporting visual identity system is modular, allowing for the brand to be used digitally, on packaging, and for other similar crops, like tea and chocolate, so they can generate their own movements.

divider

Sterling Buzz…

Friday, March 13th, 2015

Check out our delicious, newly launched designs!

Sterling has gone artisan with the new Häagen-Dazs packaging and is helping Edy’s/Dreyers bring the joys of frozen custard to homes across the country!

HD_artisanDreyers_custard

divider

Sterling Buzz…

Wednesday, January 14th, 2015

We’re happy to announce two exciting wins for Sterling Brands and Debbie Millman in the Mobius Awards!

Our Design team has won First Place for the 75th Anniversary Nestle Toll House packaging design, and our head of Design, Debbie Millman has won first place for her book: Self-Portrait As Your Traitor. Additionally, Debbie has been nominated for best of show!

Tollhouse_Sterling

selfportrait_debbiemillman9

For more info and updates click here: http://www.mobiusawards.com/

divider

Sterling Buzz…

Thursday, September 25th, 2014

Working with Hershey Global Design, Sterling Brands has created some fantastic and sustainable new packaging for Hershey’s Miniatures!

Check out our design and sustainability details below and click here to compare the new with the old, and learn more about this great design story!

100813_4874_FOILS_Final_FRONT

hersheysustainable

divider

Kleenex brings sensitivity and style to the tissue aisle

Wednesday, September 17th, 2014
Original1

Heads up to our friends in the UK and Europe: Kleenex has just launched new packaging across its full range of products, designed by Sterling! The designs are being ushered in with the launch of a new product, Kleenex Sensitive, for those of us in need of something softer.
The clear and vibrant new packaging was chosen following trends research in order to offer consumers a stylish product. The result is an improved shopper experience, with an aisle that is much more engaging and simple to navigate, and a stylish product that consumers would be proud to display both in their homes and when they’re on the go.
The new packaging is slowly being introduced in the UK, and will soon be available in markets across Europe.
To see the full new line click here
Heads up to our friends in the UK and Europe: Kleenex has just launched new packaging across its full range of products, designed by Sterling! The designs are being ushered in with the launch of a new product, Kleenex Sensitive, for those of us in need of something softer.

The clear and vibrant new packaging was chosen following trends research in order to offer consumers a stylish product. The result is an improved shopper experience, with an aisle that is much more engaging and simple to navigate, and a stylish product that consumers would be proud to display both in their homes and when they’re on the go.

The new packaging is slowly being introduced in the UK, and will soon be available in markets across Europe.

divider

Sterling Buzz…

Thursday, July 24th, 2014

americancraftWe’re excited to share the recent success of the Hillshire Farm’s American Craft brand!

Smart marketing tech coupled with smart packaging is a great recipe for success.

Click here to read the full story on Hillshire’s foray into Beacons mobile technology, and to check out our design work.

divider

Now UP on Design Matters…

Monday, December 2nd, 2013

bat-manga

In this episode, Debbie chats up designer/writer Chip Kidd, who has published several novels about graphic design and comics, most notably Peanuts: The Art of Charles M. Schulz, Mythology: The DC Comics Art of Alex Ross, Batman: Animated, Jack Cole and Plasticman (with Art Spiegelman), Batman Collected, Shazam! The Golden Age of the World’s Mightiest Mortal, and Bat-Manga: The Secret History of Batman in Japan.

Click below and tune in to this animated conversation:

>>to the bat cave

divider

Sterling Buzz…

Friday, November 15th, 2013

Recently, Sterling completed an exciting new Innovation project for Sustain Condoms. We’re excited to unveil the new packaging and a terrific follow-up article in FastCoExist >>Click to Read More

‘Using only sustainable materials and working with out manufacturer in India, Bart Haney and Sterling Brands’ Innovation team developed a design that reflects our transparency as a brand as well as positions us as a more premium, discrete and aesthetically appealing product in the category.’

–Meika Hollender, Sustain

sustain

divider

Before and After: Del Monte

Monday, July 8th, 2013

The team at PhillippeBecker, Sterling’s west coast design office, recently partnered with Del Monte to bring the company’s fruit, vegetable and tomato products together under one unified design system.  Read all about it on the dieline!

delmonte