LET'S TELL A GREAT STORY!
LET'S TELL A GREAT STORY!
PACKAGING EVOLUTION
A healthy brand evolves. Ahead of ThredUp’s IPO in 2021, the creative team gave the brand a much-needed refresh, including our signature polka-dotted packaging. The objectives? Increase brand recognition. Align a shift to our sustainable values. Keep a human element. And reduce operation costs.
CUSTOMER-FIRST APPROACH
Change doesn’t happen in a vacuum. A brand grows with their customer base, so we went straight to the source. We interviewed customers to understand what they liked and didn’t like about our current packaging. What we learned:
Customers love reusing our packaging & tissue paper.
Between our taglines, a welcome booklet, and a CEO letter, there’s too much messaging.
All the extra material seemed counterintuitive to our sustainable story.
THE UNBOXING EXPERIENCE
Streamlining positioning
Our new taglines had a clearer agenda: you’re doing good by thrifting with us. These tags are used throughout our digital and print experience to create a sense of continuity.
Flexing our messaging
The majority of our orders come in poly mailers. To ensure that folks getting mailers don’t miss our new unboxing experience, we included a postcard-sized insert for first-time orders.
Balancing storytelling & space
We want our customers to feel great about choosing used. Interior flaps reinforced ThredUp’s commitment to sustainability and the impact of thrift. It also replaced the welcome booklet and CEO letter that came with first-time orders. Reducing noise and unnecessary waste in the box.
CUSTOMER RECEPTION
Always check your work. We put our new designs in front of customers to see whether our instincts were on the money. Overall, customers felt the shorter message was impactful, easy to get through, and engaging.
EARTH MONTH REMIX
More shoppers than ever are becoming conscious of their fashion habits. The need for sustainable and affordable fashion has never been higher. For Earth Month 2024, we updated packaging to celebrate all the good customers do by thrifting with us. New dots, new tagline, and new interior flap messaging. Same mission.
