Amazon took a decidedly simple approach to packaging for their Basics line of products. After all, customers would never see the packaging until after making a purchase, so shipping efficiency and cost took priority over any kind of shelf presence. But as plans developed to take the products into brick and mortar as well, it soon became clear that something was lacking in the branding and experience departments. What would make the most sense for fulfillment logistics, while visually strengthening the brand?
Speed only works when the system works. To hit the launch, we tackled innovation and manufacturability in parallel with structural design. That meant advancing mold development, machine building, and resin engineering while dialing in a production-ready process.
To make it all real, we built the capability to produce at scale, establishing a dedicated warehouse and manufacturing setup and running around-the-clock production. The result was custom packaging (and a very custom manufacturing workflow) that could deliver under pressure.
Three months later, the new custom-designed G Series coolers debuted at the Super Bowl and rolled out across major sporting events throughout the year. The dunk handles were a smart structural design choice, built for easy grip and consistent performance when it counted most. Bottom line: a fast, field-ready launch powered by packaging design, material innovation, and rigorous prototyping and testing.
