UrbanStems Floral Packaging

National floral and gift delivery company, URBANSTEMS, needed to refresh their floral mailers to be more in-line with the brand’s audience evolution, and to solve some functional problems wrought by the existing packaging.

PROBLEMS TO SOLVE FROM THE DESIGN BRIEF:
The previous packaging was a light color and looked dirty from the mail system upon arrival to the recipient.

It was not currently apparent enough in the design that the contents are perishable.

The box needed to reinforce the luxury aspect of the brand with an elevated more mature design.

Some send flowers for sympathy, so the box shouldn’t feel too playful.

The floral box design should be more aligned with box designs of other UrbanStems products.

The team shared that the interior of the box is consistently the highest performing social content — an immediate signal to us that the interior design needed to reproduce well for this shot type.

The type hierarchy throughout the exterior and interior of the box keeps messaging streamlined, and better conveys important points about perishability, and other high level brand messaging. There is an elegant floral pattern subtly on the exterior box ends, and then fully flush with the box’s interior that cradles the blooms.

Photography by KIRK ROBERT and JOHNNY KEATING.