12+TK SAMPLE KIT
CLIENT 12th Avenue Iron
DISCIPLINE product packaging
YEAR 2017
ROLE ideation, concept development, prototyping, user research, testing, technical design, fulfillment
ELEMENTS unboxing experience, recyclable at end-of-life
MATERIALS corrugated fiber board (laser cut, etched), rubber, aluminum hardware
This box slides open to reveal six hooks in a striking profile.
OBJECTIVES
Showcase the hooks in six different finishes.
Create a positive first impression of 12th Avenue Iron to prospective clients.
Curate a memorable unboxing experience.
INSPIRATION
This project referred to the characteristics, both physical and emotional, of a classic, wooden cigar box. The tactile experiences of a cigar box - the weight, the reveal when opening the box, the way it claps shut - offered an opportunity to conjure the feelings of high-end products.
DEVELOPMENT
The unboxing experience was based on the idea of reimagining the feel of a classic cigar box through new actions. The rubber band created a tactile quality, snapping on and off, that could be associated with a secure and quality box. The pivoting lid mimicked the opening of a cigar box, but in an unexpected orientation. This process ended with a reveal of the colorful hooks precisely aligned for selection.
Lightweight and durable, this kit needs only an envelope for shipping.
RESULTS
The hooks were displayed in profile. This allowed the defining features - the thinness of the metal, the simple geometry - to drive the initial impression of the product.
Precision and quality were apparent throughout the package. The laser-etched graphics were crisp while the “invisible” pivot moved smoothly without play in the hardware.
The tactile quality created a memorable unboxing experience because it was different than other product samples, yet familiar in its reference to a classic object.