MY ROLE
ART DIRECTOR
DESIGNER
Transforming the Stitch Fix Unboxing Experience

Surprise & delight

As part of Stitch Fix's goal to boost business growth, we embarked on a mission to rethink the unboxing experience.
We introduced a new bold packaging system with a clear mission: rank up brand loyalty and give customers a serious thrill. We dialed up the ease and convenience of the service while tossing in a pinch of fashion editorial pizzazz and witty copy tailored to each of the business branches.
As a result, we streamlined operations across Women's, Men's, and Kids' business lines as a part of the brand's commitment to sustainability.
THE TEAM
LEAD DESIGNER—MADI BARBIER    DIRECTOR OF VISUAL COMMUNICATIONS—AARON BROWN    COPY—TESSA TAPSCOTT    OPERATIONS MANAGER—CATALINA AZCARATE BEJARANO
CLIENT
STITCH FIX   /   SAN FRANCISCO, US

Because Stitch Fix's business lines launched at different times, the old packaging system lacked consistency in its overall design and messaging. While the brand saw significant growth and transformation, its visual elements went untouched for several years.

When planning to redesign the unboxing experience, we identified multiple operational challenges and opportunities to improve company commitments to sustainability. The former packaging was inefficient and inconsistent design-wise, preventing opportunities for the reuse of boxes and stationery across business lines.

Through research with current clients, we revalidated a key ingredient that makes each Fix uniquely tailored: the stylist's note, complete with personalized fashion tips.

Embracing this, we've given the card a makeover so the note steals the spotlight upon unboxing. By incorporating stylists' headshots into packaging, we aim to uplift the real people behind the AI-powered service, strengthening the bond 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. Our new QR codes provide a seamless gateway for clients to navigate to their shipping history, arrange returns, or explore new business features.

Each business line boasts a bespoke voice attuned to each target audiences. 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, the Kid’s line brings a fun and friendly vibe to the mix, offering pieces for young shoppers as cool as a popsicle on a summer day.

Unboxing a Fix for the first time is no doubt a singular experience—but how do we sustain that initial thrill for returning clients? As part of our redesign, we updated each box with a fresh, gender-neutral message and rotating color palette. Customers now receive boxes randomly, driving their anticipation and inspiration to share their unboxing experience on social media.

Since kids' orders can arrive alongside their parents', we introduced an easy-to-implement sticker to distinguish youth deliveries and keep their unboxing experience special.

————

Stitch Fix Freestyle, the direct-buy feature, called for a separate packaging scheme due to smaller shipments. We introduced a resealable envelope to streamline the return process, incorporating alternating copy and colors for added whimsy. As for the Fix packaging, we chose eco-friendly materials to ensure that every element is fully recyclable.

First-time Fix and Freestyle customers receive a welcome card blending essential info with a sprinkle of excitement to build brand loyalty. We simplified and standardized all instructional copy across business lines, educating clients about our service and highlighting all the shopping possibilities the brand offers.