From small businesses to the very biggest in the world, businesses are dedicating valuable resources to create the perfect unboxing experience for their customers.

Here are a couple of brands who have gotten their unboxing experiences down to a fine art:

The Marshmallowist Unboxing Experience

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This UK-based company became famous for being the nation’s first producer of gourmet marshmallows, but have also won significant praise for their luxurious packaging.

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Their custom-designed tissue adds a dramatic flair to the unboxing process, as well as giving some protection to the contents.

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The cohesive color palette on both the boxes and wrapping make for strong visual branding, as well as a cheerful and eye-catching design that is in line with the brand’s playful product range.


Dollar Shave Club Unboxing Experience

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Dollar Shave Club set out to disrupt the multi-blade, high-priced world of men’s grooming with cheap, quality shaving gear delivered on subscription. Think the Warby Parker of shaving. Their boast? ‘Our blades are f***ing great!’ (Seriously – video NSFW.)

Your blades (and handle) arrive USPS First Class in the USA, in a branded brown cardboard envelope or box. There’s no need to sign for delivery, and the package fits mailboxes.

Inside the package, you’ll find the handle – for first-month subscribers – together with the blades in a plastic clip-in box. Their branding isn’t visible anywhere on the product itself.

Here’s where Dollar Shave Club really shines. Slogans building on the iconic (seriously. Check out the views) video carry the brand identity across to the product and imply it in the experience of using it. Blades come backed with a card reading, ‘you know what feels f***ing great? Changing my blades every week. – The Chairman.’

Facebook UX and content strategist Jonathan Colman says, ‘this is exactly what I wanted to see from Dollar Shave Club. Printed microcopy that’s right on brand, makes me laugh, and that aligns solidly with the original video experience.’

A membership card underlines the brand’s value proposition – it’s about the product, but it’s about identity and a certain kind of canny prestige too.

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Old blades can be stored in a box marked, ‘I’m too old for this #$%*’ and there’s a spoof free-drink voucher that warns you not to ‘drink and shave.’ (It was good enough for Don Draper, but those were different times.)

What’s unusual compared to a bricks and mortar store is the products aren’t branded. Dollar Shave gets their razors from Dorco, which has a good rep, but you can buy those yourself direct for far less. Instead extras and packaging tie in to the utilitarian aesthetic of Dollar Shave Club. Many subscription services offer couture, hand-crafted products heavy with nostalgia. Dollar Shave Club wins out by placing value front and center and doing it with confidence and humor.

The unboxing experience isn’t structured: you get an envelope, and there’s no specific order for taking the contents out. While the process of unboxing isn’t super complex, it’s still managed to attract 10,800 Youtubers to film the process, and it shows how the secret of its success is that it’s so minimal.

Dollar Shave Club have a great unboxing experience even though they keep costs low and don’t give a bunch of extraneous packaging, handwritten notes and structured boxing.


Curated and Hampered

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Curated and Hampered design luxury gift hampers, meaning that product presentation is obviously crucial to their offering.

As a high-end brand, their customers are likely to have high expectations of product display; by playing off how hampers allow people to ‘discover’ new brands and products, they give customers a memorable unboxing experience though subtle branded boxes and special inserts describing each product and how it can be used.

This helps to craft a powerful brand narrative of expertise in ‘gifting’ and attention to detail which they enjoy sharing with their customer base.


Birchbox Unboxing Experience

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Birchbox has made itself a niche offering samples of cosmetics and beauty products on a subscription basis. As one of subscription e-commerce’s originators they’d be worth watching, but the fact is they did it all on the back of a killer unboxing experience – so much so that there are almost a quarter of a million YouTube unboxing videos dedicated to Birchbox alone. Birchbox packages differ every time, and so does the box decor. Inside, the layout is dependent on the contents, which also change monthly. The package is expressly designed to fit mailboxes so there’s no need to sign for it.

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Birchbox sends subscribers different beauty products each month. Small samples of skincare and makeup products allow subscribers to experiment for less than a store would charge and the value of anticipation is another major draw: Birchbox, not its subscribers, decide on the content of each box.

There’s a card inlay that tells subscribers what’s in that month’s box, and a note from Birchbox founders Katia Beauchamp and Hayley Barna.

There’s usually some internal wrapping paper, colored to go with the visual theme of the box. Sometimes boxes will include competitions or activities – January’s this year featured an inspiring slogan with the last word left blank emblazoned on the outside of the box.

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Open up the package and there’s a sticker collection, with words like ‘strength’ and ‘creativity’ to allow subscribers to complete the slogan themselves – and encourage them to keep the box, which many subscribers collect.

Birchbox demonstrates how to brand an experience. One thing that differentiates the Birchbox unboxing experience from others is that immediately the products are out of the box, unboxers are testing them. The unboxing process in actually what Birchbox offers, in many ways, and the structure of a box, much like a box of chocolates, reflects this.


The Apple iPad Pro Unboxing Experience

Apple incorporates great aesthetics into their products, and their philosophy that design is not ‘how it looks. Design is how it works,’ in Steve Jobs’ famous phrase, carries through into their packaging, store environments and unboxing. In fact, Apple has an ‘unboxing room’ where designers experiment with packaging, seeking the combination that creates the perfect emotional response when a customer rips into it to get at their new iPad. So it’s no surprise that their unboxing is good, and videos of it are incredibly popular: there are 2.35 million ‘unboxing iPhone 6’ videos on YouTube.

New iPads are delivered in brown boxes, with Apple’s own packaging inside. Apple’s packaging is an extension of their product design: smooth, minimal, white, with discreet branding. There’s an image of the iPad itself on the front of the box, emphasizing the slimness of the product.

Opening the iPad Pro’s box is a carefully-designed process, and it shows. After the plastic wrapping, it’s more or less effortless. The lid of the box slips off to reveal the iPad, filling the box edge to edge.

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For many other tech or computer products, the first thing you see is more packaging, power leads and controllers, or instructions and warranties. Apple gives you what you paid for right up front, screen-up. The experience of using it begins before it’s even out of the box.

Once it is out, the power lead is found coiled neatly underneath it, along with a USB to jack lead and a card wallet that contains warranty and setup information. The interior of the box is optically white, like the contents.

While Apple’s unboxing process is quick and painless, it’s also structured. In a design-forward move that’s now being widely imitated, unboxing begins on the outside of the box, where a clean, minimal appearance carries the Apple brand to the purchaser before they open the box. Placing the actual product front and center is an effective way to spike anticipation and move customers through to first use.


Finally on Some Cool Unboxing Experiences

It is important that you have full own all aspects of your business, right creating the product to how your customer unpacks and unboxes them. This way you do not leave any aspect of your business to chance. Crafting an unboxing experience for your customers that is consistent with your brand story should be as important to your brand as all aspects of your business.

Do you need some advice on how to plan a cool unboxing experience, give us a ring and we will love to share with you some really cool unboxing ideas. Or you want to create a box packaging for your product that will gie your customers fun memories every time open it up place your order here and some will talk to you.

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