Underdays partnered with Circular to revamp their ecommerce packaging.

Underdays partnered with Circular to revamp their ecommerce packaging to better align with the brand’s values of comfort, sustainability, and quality. They wanted to address two main challenges with their existing packaging: the time-consuming assembly process, which was driving up fulfillment costs, and inconsistencies in quality and presentation, which did not reflect their brand’s premium, thoughtful ethos.

Key Objectives for the New Packaging:

1. Reduce Assembly Time: Simplify the construction of e-commerce boxes to lower fulfillment time and costs.

2. Enhance Brand Consistency and Quality: Create packaging that visually aligns with Underdays’ aesthetic and values, providing customers with a memorable unboxing experience.

Circular’s Solution:

Circular designed a new range of e-commerce packaging with features tailored to Underdays’ requirements. The solution included a small box, fitting within Royal Mail Large Letter guidelines for easy postal delivery, as well as two larger boxes for more substantial orders.

Key Features of the Redesigned Packaging:

· Unbranded Exterior with Branded Interior: The outside of the box is clean and minimalistic, while the inside showcases vibrant blue branding, enhancing the unboxing experience.

· Signature Logo Cutout: A “U” logo cut into the material and a curved shape symbolises Underdays’ underwear designs.

· Sustainability Emphasis: The boxes include a recycled logo and the FSC (Forest Stewardship Council) trademark from Circular, reinforcing Underdays’ commitment to eco-conscious practices. The materials are fully recyclable and locally produced in the UK.

· Optimal Sizing for Postal Success: Designed to meet Royal Mail’s Large Letter criteria, the small box can fit through most postboxes, reducing failed delivery attempts and parcel theft as well as mproving customer satisfaction.

· Quick Assembly: The box can be constructed in under 10 seconds, drastically cutting down on time spent in fulfilment, and in turn, reducing fulfillment costs.

Outcome:

This new packaging design has resulted in a standout, on-brand unboxing experience for Underdays’ customers, while also achieving practical benefits like reduced fulfilment costs and environmental sustainability. The efficient construction and durable materials help Underdays enhance both the customer experience and operational efficiency.