GHJ - Folding Footlocker Box
This project features a unique die-cut solution to fulfill the product's packaging and display needs with one box. The box features 2 windows and transforms into a product-holder / display for retail use when the it's unfolded.
Client: G High Joe
2023
Project Roles:
Creative Direction
Graphic Designer
Digital Illustrator
Product Strategist
Production Lead
Market Researcher
Advertising Design
Deliverables
Custom Die-Cut Box
Custom Insert{s)
Labels / Stickers
Stock Images
Instructions + GFX
Marketing Materials
Logos + Treatments
Project Overview:
After a successful launch of the G High Joe brand, my next project was to design the artwork and die-lines for a small cardboard box to contain jars of concentrate. The box's custom die-cut features view windows on the bottom and front, allowing the box to be used as a unique retail display. GHJ needed a product with a unique and premium look that elevates the product experience when shown to prospective customers. This project resulted in a product that flies off the shelves; having difficulty maintaining stock at retailers due to being a popular product amongst new customers and regular joes.
Problem Statement:
G High Joe needed a creative packaging solution for their concentrate product. GHJ wanted their product to be more premium than a labeled jar. Many cannabis retailers struggle to find appealing ways to showcase their products, meanwhile customers often purchase cannabis concentrates based on visible properties, such as texture and color. The product needed to be able to speak for itself. Therefore, having a package that can be intentionally displayed behind glass and a package that can guide in-hand sales experience for customers as they interact with the product, would be crucial to its success on the sales floor. Many products in the same category are packaged with minimal effort, being placed in opaque jars or boxes without a way to view the product inside the package. GHJ needed a package that could reduce retail friction by creating a functional and eye-catching design.
Goals and Objective:
Who wants a busted old box?
This design is inspired by wooden military footlockers. Scattered amongst the design you can find many intricate details, including over 100 individually placed screws as well as various rusted clasps and latches. Wood grain patterning and realistic shadows also enhance the effect and product storytelling that support and strengthen and brand's concept.
Analysis/Development:
Project Toolkit:
Execution:
A Glass Slipper - Down to the mm
The precise measurements and cut-outs on the inserts (3 individual overlaying pieces) function as a view-window. Carefully aligned cut-outs were added to the polyfoam and cardboard inserts to display and secure the jar contained inside the box. When a project requires measurements to the millimeter, any oversight in conceptualization could cost thousands of dollars and could delay a project's release by multiple months.
"Blake is the freaking man. He helped make my brand a reality. His extra initiatives had a major influence on our development and success."
Joe Brennan
Founder of GHJ
Challenges and Resolutions:
The requirement to include multiple warnings and labels on a package only 2” wide, while staying within printable thresholds, proved more difficult for this project than most. Due to the small size and multiple cut-outs, the surface area was extremely minimal. In addition to state-mandated labels, two additional stickers would also need to be applied to each batch upon the final packaging process without obscuring text or iconography.
Most retailers fail to make enticing displays for the products they carry. For a product relying on a good first impression, I went to great lengths to make it easy for customers to view the product whether set up behind a display or shown in-hand. When unfolded, the box functions as a miniature display that features the GHJ logo and product name as well as showcasing the product.
Results / Impact:
GHJ has trouble keeping up with their demand for this product, moving thousands of units monthly. Due to their popularity, all orders (reaching beyond $50,000+ per month) are restricted to a pre-order system, even with long-term retail partners. The box's unique approach focuses on informing the consumer, has proven to be extremely helpful in appealing to new customers and adopting quick sales. The box's design was successful in influencing impulsive buyers, as they could now source most of the information they required in an glance compared to competitor brands.