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Above and below are the Initial concept sketches I did for Naubie's bow tie packaging. I've included detailed descriptions of the the in-depth thought that goes into each solution. The brief was to create an outer box that would be for the retail shelf or added energy for eCommerce. The outer box was to be unique expression of the brand and offer a few more touch points of interaction to further the unboxing experience. The inner box also needed to carry some weight and act as a keeper that would house and protect the bow tie once purchased. A very potent brand reminder.
Bow Tie Package Concept 1: Full Telescoping Rigid/Folding Carton Box. The lid of this concept would be constructed out of your standard folding carton board. The angled sides add energy to the overall feeling while also mirroring the diagonals in the Bow Tie. The rigid box base is built from a very heavy chip wrapped with printed or specialty papers. The rigid base will add to the longevity of the package thus making it more likely to be kept by the customer. By utilizing to different materials we are adding a more in depth tactile experience for the customer as well as widening the potentials in both graphics and textures. This concept was developed with the retail environment in mid. Given that the average consumer is going to want to see the pattern on the bow tie before buying we have conceptualized the package so it can be displayed as seen in the upper left sketch.
Bow Tie Package Concept 2: Partial Telescoping Round Rigid Box. Both the lid and the base of this concept will be built from heavy chip board wrapped in printed and/or specialty paper. This allows for a very sturdy carton, definitely a keeper box. The round shape adds a very elegant feel to the overall tone of the package while also giving the package an ownable shape (think Coke a Cola bottle). This concept was developed with the retail environment in mind. Given that the average consumer is going to want to see the pattern on the bow tie before buying we have conceptualized the package so it can be displayed as seen in the upper left sketch.
Bow Tie Package Concept 3: Match Box Style Rigid/Folding Carton Box. The sleeve/lid of this concept would be constructed out of your standard folding carton board. By adding die cut in the sleeve we can allow the customer to see the product or even cut through to show the green base for an eye catching graphic element. It also lends itself to a more involved user experience. They are now sliding the package open rather than just lifting a lid. The rigid box base is built from a very heavy chip wrapped with printed or specialty papers. The rigid base will add to the longevity of the package thus making it more likely to be kept by the customer. By utilizing to different materials we are adding a more in depth tactile experience for the customer as well as widening the potentials in both graphics and textures. Lastly we threw in the idea of utilizing a paper sleeve and sticker to wrap the bow tie. This is adding a nice little extra touch of branding to the packaging.
Bow Tie Outer Package Concept 1: Die Cut Folding Carton Box. This concept uses structure to further sell the Naubie brand. By employing a unique die cut structure we are able to turn the closure of this carton into a bow tie. This closure also prolongs the user interaction with the packaging which will hopefully translate into a good user experience. We would also need to develop an insert that would hold the smaller Bow Tie Box in place while inside of its Outer Box.
Bow Tie Outer Package Concept 2: Die Cut Folding Carton Box. This concept also uses structure to further sell the Naubie brand. Again with some clever placement on the cut of the structure we are able to turn the tongue lock closure of the carton into a bow tie. We would also need to develop an insert that would hold the smaller Bow Tie Box in place while inside of its Outer Box.
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