Role
- Package Design
- Prototyping
- Print Design
Software Used
- Illustrator
- Photoshop
- Esko Studio
Project Timeline
- 5 months
Background
Founded by Seattle tech maven Laura Jennings, Knack is an online startup born from the premise that gifting should be thoughtful, personalized and easy. The e-commerce platform caters to the time-starved and tech savvy with custom made-to-order gifts. With over 1200 hand-selected, artisanal products to choose from, the possibilities are endless.
Strategy
Knack approached CRP with the challenge to engineer a flexible packaging system that would offer both a premium unboxing experience and the capability to scale with their growing business. Our partnership resulted in a packaging program which accomplishes that, and more. As a designer on this project, I was responsible for collaborating with the senior designer and structural designer on multiple concepts for packaging and print solutions. I crafted concept direction style boards, print material layouts, paper prototypes, and patterns to create a package that is just as much of a keepsake as the surprise it holds.
Solution The Box
The system is made of corrugated material, which ships and stores flat. It is durable, recyclable and meets the need for fast domestic production. Upon opening the box, the customer is greeted by a topper which serves as a platform for one of the gift’s most important features: the Knackbook. Beneath, the gift items are placed securely in a nest of recyclable shredded paper, which molds around the infinite product combinations made possible by Knack’s proprietary algorithm system.
Solution Personalization and Co-Branding
We worked within their brand guidelines to design packaging for a fully custom experience that is subtle enough to be personalized and co-branded as a corporate gift. The exterior design capitalizes on the angular shape of the signature K and the repeating lines in the wordmark, drawing the eye to a customized name card addressed to the recipient. The angular design carries internally to the patterning of the topper and color scheme of the Knackbook and custom shaped thumb notches.
Solution Just for You
Secured by custom made grosgrain elastics, the Knackbook contains a personalized note from the sender and detailed information about the contents of the gift itself. The layout of the Knackbook contents was optimized to allow their in-house team to create new pages for every product in their inventory.
