I recently posted on LinkedIn about an innovative packaging I came across when I purchased products from a D2C brand - d'you.
Looking at the engagement on the post I thought that maybe I should discuss this in detail.
Here is the post for your reference.
// My LinkedIn Post
Recently I ordered products from d'you. And I was pleasantly surprised to see their packaging.
The boxes which contained the moisturiser & serum were printed on the inside (check the images).
. 
It had all the information needed to use the product properly.
Usually, we get a separate insert inside the box of personal care products that has all this information.
And I can speak from my personal experience that I never open that paper insert. I never even take it out of the box.
I miss out on the information or the message that the company wants to convey.
The perforation on this box with a “tear here” callout made it impossible to miss the information here.
They also added a QR code on the inside of the top flap of the box, which led to a page on their website that had the exact same information. Making it convenient to get information for someone who doesn’t want to tear the box.
In short, this packaging was a win-win-win for the customers 👩, the planet 🌎 & the company 🏢 :
Listing all the advantages that I could think of, for this packaging:
💡 Innovative - grabs attention
🧠 Interactive - hooks the customer
♻️ Reduces Waste - no additional paper insert required
ℹ️ Ensures that no information is missed
💰 Reduces costs for the company
💪 Reduced man-power effort - of putting the paper insert in every box
🕓 Saves time & is more efficient
👍 Packaging also became a talking point - I am writing about it, and influencers can also talk about it in their videos
Another impact is that a unique experience always leaves behind a deeper impression in the 🧠 mind. Creating better brand recall.
If you can think of more advantages, please share them in the comments section.
👏 Kudos to the d’you team for this idea.
Disclosure: This is not a paid post, I am writing this as a happy customer.
Maybe other brands have also done this, but I experienced this for the first time. Hence writing about it.
// End of the LinkedIn post.
Why is packaging so important for a D2C Brand?
1. Your packaging is the first physical experience that a customer gets. Till the product is delivered, all the interaction of the customer with the brand has been digital.
2. When people visit an offline store they get an experience. Similarly, the parcel opening is an experience for the customers. It is important that we think about it and make it innovative.
3. If the brand is able to provide an experience, brand recall is higher as there is a feel-good factor that we have delivered. Humans usually don't forget how they felt while interacting with other people. This applies to interaction with brands also.
Hence do think about your packaging from first principles and see if you can innovate it in some way!
A few other brands whose packaging is worth looking at are the Whole Truth Foods, Bummer, Phool Co.
Thank you so much for reading. I hope this piece of knowledge helped you in some way.