What is the next frontier in shoe packaging?

The Challenge

Recognizing the role that packaging waste plays in the climate crisis, a global clothing manufacturer recognized an urgent need for action and came to us with a question:

How do we reinvent the traditional e-commerce shoebox and make it more sustainable?

The Approach

Setting out to learn from people in Mexico City, Paris, Shanghai and across the US, we leveraged digital diaries, reflective in-depth interviews, and most importantly, physical prototypes, to dive into the emotional connection consumers felt with the brand’s current shoebox.

Working in real-time, we translated their expressed needs into more sustainable options that would serve as the template for future innovation.

The Now What?

Our findings led us to develop Six Strategies for Success – very specific design recommendations to ensure sustainable pack success.

Knowing that all optimization needs would not be implemented overnight, we also worked closely with the team to develop a roll-out strategy that was both actionable and organic to their manufacturing processes.