SUSTAINABLE PACKAGING

This packaging design is a complementary project to my upcycling product “sunken fins” and should reinforce the environmental approach of the product. I often hear people argue, that sustainability is only possible if you invest lots of money or that environmental friendly designs are lacking concerning the user experience. Therefore the aim for my own packagign design was to prove that sustainable design, which is vegan, biodegradable or recyclable, plastic-free and handmade can indeed create an awesome unboxing experience and present a product in a high-value way.

Projecttype: Packaging design

Client: free work

Date: 2020/21

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Process

Product information

Sunken Fins

The packaging design will be used for an upcycling product line called Sunken Fins. Sunken Fins are surfboard fins, which were broken and lost during surfing, then recovered from a local diver and finally turned into beautiful handcrafted table clocks with creative illustrations on them.

See product design

Brand requirements

My personal brand is characterized by a minimal design approach inspired by the movements of the ocean. My aim is to create designs, which contribute to the development of a more sustainable and fair world. Therefore the packaging design should consist only of organic, vegan and fair materials.

See brand identity

Customer group

Surfers & oceanlovers

The aimed customer groups are mainly surfers and people who are enthusiastic about watersports or the ocean in general. This customer section is especially characterized by a strong environmental consciousness and a free-spirited mindest. Therefore the packaging as well as the product should meet the requirements of the customers and provide a wholesome experience concerning organic materials andd fair-trade products.

Sales channel

For now I have decided to sell only online over etsy. Therefore I needed a packaging design which protects the delicate products during the delivery process and also provides a great unboxing experience, because it will be the first tangible touchpoint for customers to my brand.

Excursus: Psychology behind the “Unboxing-Experience”

One of the key factors in creating an overall good customer experience is meeting the expectations of the customers. In general expectations consist basically on the „pre-trial-beliefs about the product“, which are based on the knowledge and memories of the same cue. If the expectations are not met, the customers feels disappointed and unsatisfied. But if the consumers expectations are confirmed by sensory perception, consumers are likely to be satisfied and would repeat the purchase of the product.

Packaging is one of the factors that generate consumer expectations and trigger dopamine release. By strategically designing the different layers of packaging you can rise suspense and even rise the dopamine release during the unboxing process to create a positive, engaging impact on the customer.

This makes packaging a key factor to attract customers and convey expectations of how the product will be sensory perceived.