D2C Product packaging

As the Head of Product, I was always looking for ways to improve the packaging, reduce our COGS, and/or create artwork more inline with the our branding. Our initial SURP could only fit 4 pairs of socks, felt flimsy while handling while the artwork looked dull and incorrect. I designed and sourced a new SURP that addressed these issues while taking advantage of the redesign and new print plates. The updated bag could now fit 6 pairs of socks, the average number of pairs bought per transaction on the e-commerce website, meaning that we would use less bags per order and increase profit. I sourced the bag overseas and worked with the supplier in person to ensure that the updated bag would cost the same as the older bag and the new artwork would be as bright and bold as needed.

While we were successful in selling packs of socks through our direct-to-consumer website, I needed to find ways to reduce costs in packaging to increase profits to continue to grow the e-comm program. Our packs of socks would be shipped out in SURPs and boxes that both were branded to tell the complete story and protect the product during shipping. The 8-pack box was a two piece, two color rigid box with a matte black, SBS sleeve that slid over the box. While this style of box looked more like a box for champagne than socks, the labor that it took to assemble the box along with the shipping costs to our pick and pack warehouse was too high. I needed to redesign this box to be able to be shipped flat and reduce the cost of a production, but still have the luxurious feel that I was looking for. A roll end box with dust flaps and cherry locks was the obvious choice as it reduces the number of pieces from three to two and allows for the boxes to be shipped out flat. This design decision reduced the cost of the box by 44% and reduced the cost of shipping by over 50% per box. Moving forward with this box style also meant that I could print on the inside, adding social handles along with USPs.

The images above show the outside (left) and inside (right) artwork laid over the dieline of the new roll end shipper. The pink text on the outside artwork was used to signify a Spot UV treatment to add another layer of luxury to this already sleek looking packaging.

The packaging that was being utilized when I started was an insert-style packaging that needed to be placed within the socks and then utilized a plastic tag to secure the socks to the packaging. While our customer base had gotten used to this packaging, there was obvious issues. The packaging weighed more than was necessary, took up valuable space while shipping and while being displayed at retail, and the plastic tags could damage the socks if taken off incorrectly.

I quickly realized that there would be a real benefit to redesign the individual sock packaging for the company. I redesigned the packaging out of a paperboard that was half the thickness/weight of the current paperboard and greatly decreased the amount of packaging needed. This gave us immediate savings on the materials costs, shipping costs and allowed us to pack more socks into our boxes and SURPs. This style could be used in our D2C shipments and with the addition of a retail hook, could be displayed at stores. The artwork was designed so that the current customers could still recognize the company’s branding while being attractive to potential new customers.

In order to get rid of the plastic tags, I traveled overseas to find a piece of equipment that could thread the packaging onto the socks. I found a machine that took cotton thread and a needle, punctured the packaging and sock and locked the two together. I then found the correct weight of black cotton thread that was strong enough to secure the socks to the packaging but easy enough to “snap” the thread. This would release the packaging from the socks without pulling threads and damaging the products.

The photo above showcases the newly designed, cost-saving packaging that utilized the cotton threaded attachment process.