eve sleep x YCN (14.01.21)
Laura Raynor - head of logistics at Eve sleep
Laura started off the talk by taking us through all the touchpoint a packaged product may have before it reaches the consumer. At Eve sleep, there are 17 touch points that their mattress + packaging must go through before it arrives with the buyer, which can result in a damaged box (which isn't the experience their customers have paid for).
Eve sleep also recently changed their packaging from their white pristine packaging to brown cardboard to make it more sustainable and in an effort to hide the marks created by the 17 touch points.
As the boxes are a standard rectangular cuboid to fit the mattress inside, storage becomes difficult. They are packed up in a warehouse one on top of the other, and because they are so heavy, stacking them can cause damage to the box on the bottom of the pile. Another fault with this packaging was that the handles (cut out from the box) aren't strong enough resulting in tears and turns up to the customers house not in great quality.
Listening to this presentation made me realise how much stress can be put onto the packaging itself and how important it is for the packaging to have functionality as well as look good.
3 things to consider when designing packaging;
RESILIENCE - Material, Strength, Colour
TRANSPORTABLE - Shape, Storage, Packing time
EXPERIENCE - First impressions, unboxing, carrier handling.
