Assembly By Discovery
CASE STUDY № 03
Having already established themselves as a successful brand within their industry, Fresh Home Elements approached Arc & Co. Design Collective to create a new structural packaging system for their sub-brand Kvell. Kvell aimed to expand its market to a younger, urban audience, with a more sophisticated lifestyle.
To achieve this goal, Kvell intends to make their packaging system as simple to assemble flat-pack furnitures while elevating the packaging unboxing experience. It is critical that the system accommodate the varying weights of the products, as well as different structural requirements, without compromising the integrity of the packaging experience. It is also important that both the structural packaging design and user experience are unique, easy-to-assemble and assist the user in assembling flat-pack furniture.
PBX SCORE™ (prior to project start):
FOCUSED IDENTITY: 90%
OBSERVABLE TOUCHPOINTS: 0%
USER ENGAGEMENT: 30%
REALIZED VALUE: 90%
Our solution was to implement and showcase Kvell's brand value - to be the new leader in home organization with style and ease, with effective and stylish products. As a result, the structural packaging design featured a step-by-step instructional reveal, in which the user unboxed the flat-pack but uncovered only the pieces of the furniture they needed to assemble. Once all the pieces of the furniture were shown, the user would have completely assembled it.
In collaboration with Kvell’s in-house graphic design team, a graphic system was crafted to increase brand and product recognizability. The look and feel achieved a hint of urban chic with its clean lines and bold colours, grabbing attention of the new target audience. As a result, the user was able to experience Kvell's brand value of style and ease through a consistent packaging experience.
Packaging Design System Design
Structural Packaging Engineering
Graphic Packaging Design
Packaging Production Management
Listed below are the packaging specifications for the KUBE Storage Ottoman corrugated exterior packaging.
WHITE TOP E-FLUTE 32 ECT
30.26" x 42.8"
2 (PMS) / 0
KUBE Storage Ottoman packaging detail showing roll-edge side walls.
2 Months (Strategy)
5 Months (Design)
2 Months (Production)
units per SKU