Reimagining Stitch Fix's unboxing
As part of Stitch Fix's goal to boost business growth, we embarked on a mission to rethink the unboxing experience.
We introduced a bold new packaging system with a clear mission: to increase brand loyalty and give customers a serious thrill. We dialed up the ease of the service while adding a touch of fashion editorial pizzazz and witty copy tailored to each business branch.
As a result, we streamlined operations across Women's, Men's, and Kids' lines as a part of the brand's commitment to sustainability.
Scope
STRATEGYART DIRECTIONGRAPHIC DESIGN
Because Stitch Fix's business lines were launched at different times, the old packaging system lacked consistency. While the brand experienced significant growth and transformation, its visual elements remained unchanged for several years.
We identified multiple operational challenges and opportunities to improve the company's commitment to sustainability. The former packaging was inefficient, preventing opportunities for reusing boxes and stationery across business lines.
Through research with clients, we revalidated a key ingredient that makes each Fix uniquely tailored: the stylist's note, complete with personalized tips.
Embracing this, we gave the card a makeover so that the note takes center stage upon unboxing. By incorporating stylists' headshots into packaging, we aimed to uplift the real people behind the AI-powered service, strengthening the bond between them and their clients.
Additionally, we expanded the canvas for cross-sells and promotions to make the Stitch Fix packaging serve as a marketing tool. QR codes offer a seamless gateway for clients to access their shipping history, arrange returns, or explore new business features.
Each business line boasts a bespoke voice attuned to each target audience. Drawing on research, Women’s line is fashion-forward and trendy, whereas Men's leans on a straightforward, clear-cut appeal, emphasizing the ease of the service. Naturally, Kid’s brings a fun and friendly vibe to the mix.
Unboxing a Fix for the first time is a singular experience—but how do we sustain that initial thrill for returning clients? We updated each box with a gender-neutral message and rotating color palette, ensuring each one feels unique and surprises customers with every delivery.
Since kids' orders can arrive alongside their parents', we introduced an easy-to-implement sticker to distinguish youth deliveries and keep their experience special.
Stitch Fix Freestyle, the direct-buy feature, called for a separate packaging scheme due to smaller shipments. We introduced a fully recyclable, resealable envelope to streamline the return process, incorporating alternating copy and colors for added whimsy.
First-time customers receive a welcome card that combines essential information with a sprinkle of excitement to build brand loyalty. We simplified all instructional copy across business lines, highlighting all the shopping possibilities the brand offers.
