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?
This challenge highlighted some of the biggest differences between retail and e-com packaging needs.
A suite of custom cartons brought the AmazonBasics brand to life with newfound efficiency and presence. We developed a new architecture for on-pack information, including product photography to identify key elements like cable ends among a multitude of SKUs. A suite of formats was developed for various product types and quantities that made opening easy and allowed for dispensing when possible. We were able to save a lot of space and materials through custom, right-sized packaging, since these products are most often purchased as part of a larger order.