Tuft & Needle
WHAT WE DID
Structural Packaging, Graphic System
DESIGN TEAM
Stuart Harvey Lee, Ben Oppenheimer, Tamara McCarthy-Mayoral, Laura Stockman
OVERVIEW
Tuft & Needle approached Prime Studio in 2021 to undertake a comprehensive redesign of their packaging system across multiple categories including mattresses, furniture, bedding and accessories. The goal was both to optimize structurally and to ensure graphic consistency for increased impact at retail and improved shopability. We worked closely with stakeholders from a number of categories including design, marketing, operations, and supply chain to ensure our designs were delivering on all metrics.
This was a complex project spanning multiple product categories and encompassing both DTC and retail needs so it required a methodical approach. We started by interviewing all of the major stakeholders to enable us to put together a strategic brief to guide the design process.
From there, looked at how we could consolidate and optimize the structural packaging to reduce the number of SKU's needed and also considering consumer pain points such as unpacking a heavy mattress in a small bedroom. At the same time we were exploring graphic solutions that were both differentiated from the competition and provided easy navigation for consumers choosing between the different features and sizes of the bedding products.
The end result was a design solution that met Tuft & Needle’s goals and laid the groundwork for their future line expansion.
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