Many companies consciously focus on the “unboxing experience” to influence brand association and consumer perception. Instead of standard shipping boxes, the Trunk Club, a personalized online clothing service, uses beautiful boxes designed to look like vintage trunks. The items they enclose are thoughtfully presented, a handwritten card explains personal styling tips, and loyal customers are thanked with a free gift – all in an effort to make the experience special and exclusive, as demonstrated in this video.
Tiffany & Co. for some, is one of the most desired name to wear around the finger. For marketers, it’s also one of the most recognizable retail boxes of all time. Here’s a company that understood early on that the way a product is packed contributes to brand distinctiveness, and the way that product is unpacked helps forge a unique brand experience. That sense of excitement and anticipation many brides-to-be feel when presented a Tiffany’s would not be quite the same would they not go through the process – ritual even – of lifting the lid of that pretty robin’s egg blue box after having carefully untied the white satin ribbon laced around it.
