Five Leaders in Packaging Designs

It's a fact: Today's customer wants to have an end-to-end experience with the brands they choose. It is in the context of this customer experience placed at the center of the concerns, that the packaging becomes an essential to conceive strategically. 

Unboxing is now a key moment in e-commerce. Social networks are a sounding board that can propel your brand beyond your normal consumer audience in a positive way (that's the goal) ... or negative if you neglect the quality of the packaging. If the 7 pillars of a good package must be respected in all circumstances, your ambition now is to smile and surprise your customers .

If the goal is clear, it's sometimes hard to find inspiration to rethink your packaging design, or design your first custom packaging. The 5 brands selected by our teams will give you good ideas to apply at home. Have a good reading!

1. Cheerz: the ambassador packaging of a success story
2. Sezane: the must of women's retail
3. Lush: they display their values
4. Make My Lemonade: their new box makes the buzz
5. Kenzo: a premium personalization

1. Cheerz: When Packaging Contributes to the Growth of the Company

Since its creation in 2012 by Aurélien de Meaux and Antoine Le Conte, the photo printing company via a mobile app has continued to evolve. As the teams have expanded and the processes developed, the packaging of Cheerz products have mutated. These packaging contributed to the success of the start-up valued at 45 million euros in a few years. 

CALL TO ACTION CASE STUDY CHEERZ At first, the two co-founders worked to send their products in ready-to-print, in a very artisanal way. Then, over time, they became aware of the customer experience that makes the packaging live .

Thus were set up:

• Personalization of packaging in the colors of the brand
• A tailor-made adaptation of certain products to the standard dimensions of mailboxes
• A reflection on packaging in synergy with marketing, product development and operations
• Systematically taking into account customer feedback via the Net Promoter Score, social networks and customer service

An inspiring brand, which you can discover all the evolution in our dedicated case study "Personalized packaging at the service of the growth of the company".

2. Sezane: Packaging that Never Ceases to Surprise

How does Sezane make its packaging design?

If you are interested in the world of ready-to-wear, no doubt you have heard of Sezane. The brand has been growing for some time and continues to revolutionize the marketing of this sector of activity ... particularly in terms of packaging design.

If Sezane could have been satisfied with a custom box year round, to make economies of scale, his strategy is quite different. The packaging of its products is personalized according to each marketing campaign launched (also "capsules") for example for chocolate packaging.

Packaging costs are second only to the branding and surprise created by the consumers who receive their products, and they can not help but share their unboxing on social networks. Visibility, virality, and loyalty guaranteed ... all without spending a penny of the marketing budget!

3. Lush: Packaging Design Conveys Corporate value

Lush is a brand of responsible cosmetics. And she wants to know, from its packaging. During Michel and Augustin's cosmetics in the food industry, Lush offers a packaging inhabited by its corporate values : personalization and community.

This is how Lush products are packaged in a packaging designed in every detail. Each flap of the box presents a specific message , offering a call-to-action to social networks, a brand slogan, or an explanation of the eco-responsible dimension of packaging.

Little more? A personalized space where the preparer indicates his name in the pen . This is how Lush puts forward its humanity value, even when its products are ordered over the Internet.

4. Make My Lemonade: Stand out and Meet the Ecological Challenge

Nothing like the video posted by Simoné Eusebio, the brand's Head of Communication, to understand the excitement of their brand new custom packaging.

In recycled cardboard, personalized tissue paper, label with a nice word in wink guide and finally, internal customization of the box. Everything is there !

Little more? Make My Lemonade does not stop there, its box is reversible to encourage its customers to reuse its boxes. The packaging is aligned with the values ​​experienced by the consumers. Incidentally, it is a formidable way to be part of the daily lives of its loyal consumers.

 

5. Kenzo: High-end, Up to the Packaging

Packaging design for Kenzo's e-commerce business

If the high-end luxury brand Kenzo has no trouble transmitting a premium customer experience in stores or in its advertising, e-commerce becomes a bigger challenge. How to pass such an image in a dematerialized world? The answer is simple: by a high quality packaging .

Kenzo has designed its e-commerce packaging accordingly. The quality of the print, with a high-end ink, the quality of the cardboard, with a velvety appearance outside the kraft, and technical finishes (tear tape, worked folds, round-trip packaging, etc.). ), are thought out finely.

And brilliantly! The packaging catches the eye, and thus offers a customer experience that stands out, and anchors the spirit of the brand in the mind of the end consumer .

Conclusion?

In short, these 5 brands have common points in terms of packaging design:

A desired alignment between the company's strategy and its variations, up to packaging

Extreme attention to detail, which wants to make packaging an essential part of the customer experience

Packaging in continuous improvement, which evolves in the same way as the communication channels of the company

And you, how do you intend to move and inspire your customers through packaging design?