Packaging that tells a story

2016-09-30 –

Fancy feeling like a superhero? Just go online and order yourself a Super Tie. Thanks to the clever shipping box created by design student Christin Kruse, the superhero experience begins the moment you open the box, transporting you to a different, fun world.  

Opening the box allows the recipient to see an appeal printed inside: ‘Save the world; Save fashion.’ Colourful cartoons give a step-by-step guide to how to tie the perfect knot. But that’s not the end of it. To ensure the tie is always to hand when needed, an integral tie hanger is included in the packaging. Budding superheroes can now keep their favourite tie on a normal coathanger without it slipping off and getting lost at the bottom of the wardrobe. The tie hanger is quick and easy to separate from the box, and forms a key element of the superhero theme.

Super Tie inventor Kruse is a product design student currently in her fourth semester at Münster School of Design. Her intelligent creation won the STI Design Award 2016 Special Prize


Extra appeal and value: Unboxing and Dual-Purpose Packaging

Alina Koschlakow and Anthea Kemper, product design students at Münster School of Design, also worked on designing a creative unboxing experience for online purchases.

Koschlakow’s transit packaging for Superfoods saw her win second prize. The products were presented in primary packaging with a lovingly crafted design, a pour-out feature and integrated measuring cups. Four primary packs form a set for each shipping box. The shipping box is printed on the inside and doubles up as a recipe collection card, including a grocery list, after opening.


Anthea Kemper’s glasses packaging was awarded third prize for its clear vision. An understated design on the outside conceals at first the ingenuity of the internal design. When the lid is opened, the glasses are lifted up and seem to sit suspended, facing the consumer. This mechanism creates a platform to present the products in an unusual way. Different graphic designs showcase the product against a background that matches the product type – so, a beach for sunglasses, a library for reading glasses and a running track for sports glasses. The inviting background design helps to encourage the recipient to try on their online purchase right away and be more likely to keep them.


Creative concepts drive in-store sales

Showcasing products is not only important for online retail but also brick-and-mortar stores. The winning concept by Stephanie Poole, product design student at the School of Art and Design in Kassel, shows how this is done. She designed a display unit with elegant product samples to boost in-store sales of Lipton’s hot beverages. The samples can be placed in different product categories and store locations, adjacent to ingredients that transform the hot drink into refreshingly delicious summer tea. Her intent was to offer new ways of consumption and tap into new target groups for the brand. The sample pack, complete with recipe idea on the inside, is designed to resemble a wedge of lemon, to build anticipation for the drink. The wedge can also be perched on the glass lip as a garnish for the drink once ready.