FLOOR SAMPLE PACKAGING
Role: Visual + Concept Lead
As part of the #SoNotJudging campaign for Pergo Flooring, the client asked our team to update their sample packaging. At the time, the packaging for the samples were not branded in any way and were simply plain boxes and envelopes. I partnered with a copywriter to brainstorm ideas for what the new box should look like. Together, we lead this project from beginning to finish.
Goals for the packaging:
Create a memorable unboxing experience
Introduce future owners to a playful brand voice
Not break the bank on expensive printing
With the new sample box designs, we aimed to create a memorable unboxing experience that would excite future floor owners before they even saw the samples. While brainstorming and searching for inspiration, we were drawn to packaging that was more minimal in design elements and let clever copy shine. Of the multiple concepts we landed on, the two strongest ideas were for a wood textured box that hinted at what was inside right when seeing the box on your front porch and a design with tongue-in-cheek instructions on how to enjoy the floor samples within. We decided to combine the two concepts for the final design.
Cost-Effective
As the budget is always a major factor with packaging design in particular, I decided to limit the design to a single ink color to cut down on costs. I took advantage of the cardboard box format by using it as an intentional part of the design, acting as the background color. This limited palette also helped my partner’s playful “instructional” copy stand out more in the final designs. I paired his copy with icons inspired by actual instructions found with IKEA products.
For smaller sample orders, future floor owners receive an envelope rather than a box. I replaced the plain bubble envelope that Pergo currently had with a design that will excite purchasers before even opening their mail. It is similar to the freshly updated box design.
Sample Box Insert
As a final touch, all sample orders came with a letter straight from a future owner’s new floor to tie in with the larger #SoNotJudging campaign. In the letter, the floor references the unboxing experience and uses language from the campaign.