GDUSA is publishing a series of stories on our favorite recent package designs, inspired by the Idea Shop by Neenah, a resource to help creatives effectively use paper-based materials to reimagine dynamic and effective solutions.
Roxanne Bradley-Tate was referred to the founder and president of Bluebird Giftbox, Anne Powell Anderson, by a former colleague who knew them both. Bradley-Tate’s extensive experience designing for luxury and lifestyle brands – combined with Anderson’s professional background in healthcare marketing — made this an ideal collaboration for a start-up that provides premium care packages curated for senior women.
The project kicked off with a discovery call to learn the company’s mission. It was established that Bluebird Giftbox’s brand essence had to embody the joy and good news that bluebirds symbolize. The brand’s image needed to be welcoming and stylish while not looking too traditional, always keeping the older adult user in mind.
Thoughtful considerations were made about readability and the unboxing experience during every phase of the design process. For example, the bellyband initially wrapped around the entire box, but now only wraps around its magnetic lid, making it much easier for seniors to open. Paper stocks were carefully selected to enhance the brand’s festive patterns and appear equally as premium once wrapped onto the signature white boxes.
According to Bradley-Tate, after a few test prints, Classic Crest® Papers, Solar White Eggshell, by Neenah Paper, stood out as the best option due to its superior finish and quality.
The final outcome delivered an enduring visual identity and package design that is infused with meaning and empathy for the intended user, while providing memorable experiences for both the recipient and the giver.
