Crafting a sustainable and luxurious packaging design experience for a new D2C brand in USA
Jaipur Living, the US entity of the famous Jaipur Rugs and a leader in rugs and social business in the USA, was launching a new D2C luxury brand called Enkay. Brand Enkay with its purpose of catalyzing social change by unleashing creativity, is set on the foundations of supporting artisans and community, using 100% natural materials, creating soulful & designer home goods, connecting artisans directly to the consumer.
Targeted at 35-65 yr old females in USA with high disposable incomes, each rug is made up of nearly a million knots, each tied by hand, resulting in a uniquely beautiful character. With its unique textures and classy colors the sustainable products are timeless and designed to last much like heirloom pieces.
While the product and its quality were liked by the customers the brand was looking for delivering experience and value through the packaging which is beyond product.
They were looking for a packaging solution that keeps the product intact and in good condition when it is delivered to the customers and also create a sustainable solution that gives a second life to the packaging.
Plus One was appointed to deliver affordable, sustainable and naturally luxurious packaging solutions.
Buying a rug from the comforts of your home in a D2C model could mean that you miss an important decision making aspect - the touch and feel. As a solution the brand added an option of getting a swatch of the rug delivered to your house. We were to design packaging for the swatch, pillows and various sizes of the rugs.
To be able to deliver the best solutions we spent time understanding the customer journey at every touchpoint. For example: The swatch, being smaller in size, would be easier to experience in the comfort of a chair or sofa at home. While the rug, due to its huge size and weight might need to be dragged hence it needed to have a design that has something to pull it with and easy to be removed from the packaging.
Various other factors were put into the consideration. Like how do we create a cost effective solution considering the rugs came in different sizes, also considering courier packing in the USA.
Inspired by Enkay’s handmade and natural products our search for a tenacious and beautiful material stopped at the humble natural cotton canvas. Inspired by the roll over top backpacks that can expand depending on the amount of clothes we created a smart solution where we could create a one size fits all rug packaging that rolls over on top.
We created beautiful handmade designer bags in neutral color canvas along with adjustable canvas belts in monotone, resulting in a luxurious, sustainable play of textures, much like the products.
The packaging was designed for keeps just like the products where one could use it for packing many other things found at home like pillows & blankets. The rug packaging was given a waterproof coating such that the rugs could easily be pulled out of it. The rug packaging with its waterproof coating also worked as a great laundry bag which could also be closed if required!
The packaging, loved by both the brand and its consumers works just as it was envisioned to, providing a natural & beautiful solution that not only lifts the brand experience but also given its second life, creates a sustainable solution that also works as a subtle brand reminder.
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