The packaging system fit for Blu Dot’s new shopping destinations

Challenge

While expanding its brick-and-mortar presence into more cities, Blu Dot decided to make their stores not just a location to browse and order furniture, but also a destination to purchase home goods and accessories.

The new array of packaging had to communicate the Blu Dot brand personality but also needed to encourage the reuse of boxes to reduce environmental impact.

The packaging had to stand out in the store, without taking away from the furniture. It needed to be evergreen, yet transformable and especially extendable to accommodate a growing assortment of hundreds of new products.

Solution

The approach to this project was paved by an extensive research and learning process due to the scale and complexity of the creative brief. A small logo at the top of each box provides minimal branding which can be either highlighted or covered up by the way the boxes are stacked. The minimal approach would also allow for easy gift-giving without giving away the surprise.

Choosing furniture is based on appearance and touch. We wanted the boxes to achieve this same activation of the senses, to create an immersive and complete unpacking experience. The choice of textured paper and a bold, well-rounded color palette in line with Blu Dot’s furniture color scheme further supported the activation.

Inside each box, the products are padded with recyclable white liner paper and kraft green wrap. A small card on top of the padding contains instructions on recycling, reusing, and care. Completing the unboxing experience, customers will see one of many different brand messages inside the lid after opening the box. Messages span from “Hold me” to “Nice place you have here.”

Client

Blu Dot

My Role

Design Lead

Services

Packaging Design
Brand Design & Strategy
Information Design