Product
Elevated packaging designed to transform the unboxing moment into a memorable brand experience for Beespoke customers. The packaging not only protects the product but also conveys the brand’s values of elegance, empowerment, and thoughtful design.
Role
Branding & Packaging Design
Duration
2022-2025
Beespoke’s Original Packaging Design
Problem
Beespoke’s first ring-sling carriers launched without packaging that matched the elevated positioning of the brand. Early packaging solutions, while functional, did not fully communicate the brand story, lacked durability in shipping, and did not provide the special, meaningful experience parents craved when opening something as significant as their baby carrier.
Goal
To design a packaging system that:
Elevates the unboxing experience for Beespoke customers
Protects carriers in transit without damage
Reinforces Beespoke’s positioning as an elegant and empowering brand
Scales to new product lines as the brand expands
Empathy
Beespoke customers are style-conscious parents who value both function and beauty. They often feel torn between meeting their baby’s needs and maintaining their own identity. For them, unboxing a Beespoke carrier isn’t just about receiving a product—it’s a moment of validation and empowerment.
Pain points identified:
Frustration with packaging that feels cheap or disposable for such a meaningful product
Disappointment when damaged packaging arrives, detracting from the excitement of the purchase
Desire for packaging that feels gift-worthy, as many carriers are purchased to celebrate new parenthood
Define
Problem Statement:
Beespoke customers are design-driven, style-conscious parents who need packaging that feels as elevated and meaningful as the product itself because the unboxing moment plays a critical role in affirming their identity as empowered parents.
Ideate
To explore packaging solutions, I:
Brainstormed multiple concepts for boxes, wraps, and inserts
Performed Crazy Eights to push beyond obvious solutions and generate unexpected ideas
Created a storyboard of the unboxing journey, mapping customer emotions from the moment the package arrives to the reveal of the carrier
This process emphasized not just protection, but also the emotional narrative of anticipation and delight.
Prototype
I developed final drawings and sketches, then collaborated with the manufacturer to refine dimensions, materials, and finishes. Packaging specs included durability requirements for shipping while ensuring a premium look and feel once opened.
Test
I market-tested the packaging with early customers. While the design was well-received, I learned that wrapping boxes in poly-bags during shipping led to damage and disappointment. Based on this feedback, I switched to cardboard shipping boxes to preserve the integrity of the product box inside.
Iterate
While I loved the Bee Cutout, drawer-slider style packaging that was used in the early stages, it wasn’t scalable. The structure couldn’t hold up well once I expanded packaging to fit larger soft structured carriers, and it no longer aligned with the brand’s evolution. As Beespoke shifted from a “handcrafted” aesthetic to a more elevated, refined identity, the packaging also needed to reflect that growth.
For the launch of the soft structured carriers, I designed a magnetic closure box with a gold-foil logo—a solution that felt more durable, luxurious, and consistent with Beespoke’s elevated brand direction. This packaging created a truly gift-worthy unboxing experience while reinforcing the brand’s long-term vision.
Key Takeaways
Packaging is more than protection—it’s a storytelling tool that conveys brand values and shapes customer perception.
Testing with real customers is invaluable; small frustrations (like box damage) can dramatically affect the overall experience.
Iteration is essential; each new product launch is an opportunity to refine and elevate the brand’s presentation.
Thoughtful packaging can transform a functional object into a meaningful moment, reinforcing Beespoke’s mission of empowering parents while delighting babies.