Packaging Redesign
Industrial Design, Graphics & Manufacturing
Objective:
Redesign UrbanStems’ floral delivery boxes to improve product protection, strengthen brand awareness, and scale operationally for Valentine’s Day and Mother’s Day.
Increase bike courier delivery efficiency by building custom racks, backpacks and bins to standardize carrying capacity.
My Process
Design Research & Observations
Challenges:
Refrigeration: Flower prepped and stored in the fridge on busy days (moisture deteriorated paper boxes).
Size: Bouquet sizes vary; large bouquets did not fit in packaging.
Weather: Inclement weather posed challenges for outdoor bike delivery on East Coast.
Gear: Couriers asked to provide their own gear, leading to inconsistent delivery volumes, bungee cord damage to boxes and a missed branding opportunity.
Operations & Storage: Packaging needed to store flat, be easy to assemble, and have “nesting” design to stack once assembled in small space.
No Feedback Loop: 90% of customers were gift recipients. If a box was damaged, it was unlikely to be reported back to us.
I became a packaging nerd.
Faced with a packaging problem that proved detrimental to the startup’s growth, I learned everything I could about manufacturing. I visited cardboard facilities, did rapid prototyping with structural engineers and tested out dozens of concepts.
Considerations:
Sustainability & Recyclability
Delightful, unique gifting experience
Ease of use and assembly
Bold graphics (but keep navy for brand consistency)
Handle for carrying home on Metro
Our bike couriers - not just customers - were core stakeholders (safety, functionality, job satisfaction)
The Final Packaging
My one regret is not reserving budget for additional graphics. I envisioned producing a line of 10+ floral prints, surprising customers with a different box on their doorstep with every delivery.
Interview about the packaging
FedEx Boxes
Happiness shipped to your door
In an effort to keep up with competitors and scale the company “Nationwide”, I designed and manufactured FedEx packaging that kept our vases, flowers and plants safe during shipping. Seasonality and weather were a concern, so I sourced recycled insulated liners to keep flowers at an optimal temperature during transit.
