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Positive Packages is a curated sensory gift experience, with the aim of sustainably supporting artisan makers. This brand introduces a level of thoughtfulness in gifting unprecedented by its mass-scale competitors, uplifting not just the giver and the recipient, but also every individual along the Positive Packages supply chain. The challenge was to visually translate the layers of delight within the unboxing experience to an enthusiasm that would permeate throughout the entire brand.
Effectively convey the emotional benefits of the product while also communicating the value of the brand promise. The nature of a curated gift package is that they tend to be quite variable. A brand capable of housing multiple other brands must be starkly consistent in both its message and visual language. Another desired outcome was to secure repeat business and brand advocacy by offering a polished and seamless brand experience at all touchpoints.
Through brand strategy we gained a deeper understanding of how to connect Positive Packages to its ideal customers, resulting in an identity re-design. An upgraded graphic mark and logotype make a bolder statement and nod toward luxury. Supporting graphic elements have been established in a Stylescape to guide future design opportunities. Positive Packages is a flourishing online business with heightened brand recognition and advocacy.
Brand Strategy
Brand Identity Design
Packaging Design
Product Photography
Positive Packages was founded in November 2020, and in January of 2021 began working with us during the creation of the very first package, initially seeking product photography to begin marketing and building an online store. This package consisted of several handmade goods local to Colorado, which were curated together as a “Welcome Home” package. Further discovery into how this package was meant to be experienced, revealed the need for a printed insert to be included, to explain the significance of each item and how to use it. The recipient, or end user, could then have a guided experience that extended beyond the point of unboxing. A second insert was created exclusively for “How to Burn Resin Incense,” with the proper amount of information for safety and technique. A third and final insert was created to prompt online store reviews, social media engagement and brand advocacy, asking users to provide feedback about their experience with the package and share photos of their own, and it included a discount code for use on a future purchase.
These inserts were designed to compliment the existing identity, act as brand touchpoints and elevate the package experience. Following the printing of these materials, was the product photoshoot. These photos would become utilized as content for the initial online store, evolving naturally into our next project together. For the stage the business was at, we recommended hosting with Shopify, and facilitated template customization and product entry so Positive Packages could begin generating revenue. A custom designed website is in trajectory as the online store continues to scale.
You can view the Positive Packages Product Photography here.
With a point of sale established, we dug deep into brand strategy to get to the heart of what Positive Packages is and who it is truly for.
Through facilitated workshop sessions, we uncovered the essence of Positive Packages, summarized into six brand attributes. These are the “personality traits” of the brand, how it should look, sound, and behave.
Positive Packages, being a gift company, has two prominent types of users: Givers and Recipients. In some cases, one individual may fall into both of these categories by purchasing a gift for themselves. This brings up the consideration of the psychology behind WHY people give gifts; and that is, broadly speaking, to demonstrate care or establish connection.
The user profiles defined here, explore the case of a daughter who has reached financial stability in her life and wants to show appreciation for her hardworking mother. However, the same young woman could also be a potential wholesale client for Positive Packages, investing in a number of packages as client appreciation gifts through her position at the hotel. She may even be interested in purchasing a package for herself to enjoy! This ideal client is the primary influence for all design considerations.
Regarding the Recipient user profile, this woman is also a potential customer of Positive Packages. After being absolutely delighted by her Positive Package she might be inspired to purchase a gift in the near future for someone else that she loves. We’ll be taking her into consideration as well by ensuring simplified UI on the online store and accessible design.
From the beginning, Positive Packages’ signature color has been purple. Determining the exact shade however, took some exploration, and we ended up with four distinct values of purple to play with depending on the application. One particular reference image seemed to capture the inspirational essence of the brand; it is from this the base purple hue and accent colors are derived. Also prominently featured as part of the brand color palette (and represented by the shade of yellow) is gold, particularly as foil embellishments in print.
This mood board served as a visual exploration into possible directions for the brand to go in terms of photography and graphic design styles. We had another meeting with Positive Packages to discuss ideas and gauge reactions to different references before entering the design phase.
Positive Packages also intends to make offerings in the NFT space; therefore we included images of digital 3D design, suggesting that these elements might make up the brand visual language. This was received extremely well and fit the ideal user profile.
As the brand’s visual identity evolved, the logo needed greater visual weight and could benefit from refinement of the letter forms for improved legibility. A new custom logotype was designed, in tandem with an emboldened version of the original mark.
The new logo prints well at smaller sizes, and makes for a striking box!
From the stylescape:
“Positive Packages is a curated gift package filled with limited edition artisan goods. Our mission is to spark positivity with every package!
This package is designed to help you ground and reconnect to your senses. Inside are intentional reminders for cultivating inner peace, love, and wellness. Give a gift that nourishes body, mind, and soul with positivity!”
Positive Packages first 3D render, by Source Visionary Media.
