The Art of the Sensorial Unboxing
My internship with Another Box Story provided a unique opportunity to take full creative control of the "Fresh: Mailer Gifting Summer 2025" project. The objective was clear: to celebrate Fresh's iconic hydration heroes through an experiential unboxing designed to awaken the senses and elevate every moment of self-care (Virdi, 2025a, p. 12). This project was a masterclass in integrating brand heritage, consumer experience, and tactile design through a robust research process.
Fresh x ABS
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7 min
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May 23, 2025
The Brief & Context: Beyond the Product
Fresh, as a brand, transcends mere product sales; it embodies an "emotional connection to the brand that we call the Sixth Sense" (Virdi, 2025a, p. 11). The challenge was to translate this abstract brand ethos into a tangible, multi-sensory journey for recipients. The mailer targeted a global audience (US, Canada, UK) with specific unit requirements, highlighting the need for scalable yet intimate experiences (Virdi, 2025a, p. 12).
Research Deep Dive: Crafting a Sensory Narrative
My research process was holistic, aiming to understand Fresh's brand DNA, explore existing luxury unboxing precedents, and investigate the potential of sensory elements:
Brand DNA Immersion: I delved deeply into Fresh's "indie spirit," "boundless curiosity," and pioneering approach in "product, in experience, in culture, and in process" (Virdi, 2025a, p. 11). This involved understanding their commitment to botanical innovation and ingredient-led skincare. This foundational research ensured the mailer design was authentically Fresh.
Experiential Unboxing Precedent Research: I conducted visual research into leading luxury beauty brands known for their unboxing experiences. Examples like "Dr. Barbara Sturm" and "NARS Complexion Jenga" (Virdi, 2025a, p. 10) provided inspiration for sophisticated, interactive packaging that goes beyond simple presentation. This "Product Ideation & Brainstorming" phase was crucial for setting the benchmark for the desired luxury feel and engagement.
Sensory Exploration: I investigated how different sensory elements could contribute to the overall "sensorial journey" (Virdi, 2025a, p. 12). This involved researching the emotional impact of textures, sounds, and scents, considering how "dewy textures" and "aromatic layers" could evoke specific feelings like purity and resilience (Virdi, 2025a, p. 14).
Materiality Research: A significant part of the research involved exploring materials that could deliver on both aesthetic and sensory objectives. This included researching options for the frosted acrylic box, the fitment insert, and the tactile seed paper for printed collateral (Virdi, 2025a, p. 17-18, 28). This practical research ensured that the ambitious design vision was feasible and aligned with sustainable practices where possible.
Key Insights & Creative Direction
The research affirmed that daily self-care rituals could be transformed into a profound sensorial journey through thoughtfully designed tactile, aromatic, and sonic touchpoints. This insight led to a creative direction that fused "natural elegance with artisanal detail" (Virdi, 2025a, p. 12), ensuring every element invited recipients to "pause, indulge, and connect deeply" with the brand.
Process Breakdown: Crafting the Multi-Sensory Experience
Despite being an intern, I took full creative control, supported by a collaborative team that included Liam (Creative Director), Meg (Sr. Graphic Designer), and Nadira (Procurement Specialist) (Virdi, 2025a, p. 10). The process was highly iterative:
Conceptual Design & Prototyping: Starting with initial flatlays, I developed the core concept for the mailer, focusing on a frosted gradient acrylic box with a seamless, two-layer fitment that precisely held the products (Virdi, 2025a, p. 17-19). This involved moving from 2D concepts to detailed 3D mock-ups to visualize material and style details (Virdi, 2025a, p. 21).
Integrated Sensory Touchpoints: Beyond the primary packaging, research drove the inclusion of additional touchpoints designed to engage multiple senses:
Sonic Ritual: A sleek, tactile mini speaker delivering a curated playlist for "calm and clarity" (Virdi, 2025a, p. 22).
Aromatic Layers: Matches and incense sticks, explicitly designed to be ignited for "cleansing" and to ground the unboxing in "intention, warmth, and emotional recall" (Virdi, 2025a, p. 24).
Reflective Engagement: A printed pocket mirror with an uplifting quote, encouraging recipients to "capture their reflection and spread the inspiration" (Virdi, 2025a, p. 26).
Growth & Connection: Printed collateral crafted on tactile "seed paper," inviting recipients to "plant, nurture, and continue the story" (Virdi, 2025a, p. 28), reflecting themes of growth and renewal.
Material Sourcing & Production Consideration: Collaboration with Nadira, the Procurement Specialist, was crucial for ensuring the feasibility of the chosen materials and production methods (Virdi, 2025a, p. 10). This practical engagement ensured that the luxurious, multi-sensory experience was achievable within logistical constraints.
Outcome & Reflection
The Fresh Mailer Gifting project culminated in a highly refined, multi-sensory unboxing experience, demonstrating how intentional design can transform a product delivery into a ritual of self-care (Virdi, 2025a, p. 31). This project significantly honed my skills in experiential design, material innovation, and navigating professional production processes, reinforcing my capacity to lead and deliver complex, purpose-driven branding solutions.
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References
Lindstrom, M. (2005). Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight, and Sound. Free Press.
Paul, J. (2025). Unit 2 Professional Practices Unit Briefing. (Verbal communication/Unit Guide).
Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre & Every Business a Stage. Harvard Business School Press.
Virdi, S. (2025a). Simleen Virdi - Professional Practces-The Story Inside the box copy (1).pdf. (Your own PPU portfolio as an in-text reference).
