Client / Marks & Spencer
Scope / Modern design
Visit / www.marksandspencer.com
When Marks & Spencer were looking to introduce their new rose gold and sterling silver jewellery ranges into store, they realised that their existing packaging just wouldn’t do it justice.
Their large, black jewellery boxes looked outdated, and took up too much valuable space on the displays.
They also examined the number of variants within their current custom jewellery packaging range, and concluded that consolidation would minimise stock keeping units.
We were asked to produce a fresh look for their custom jewellery packaging that would produce a modern display in store. M&S wanted the displays to grab the attention of their customers, and the packaging to better represent the contemporary jewellery within.
To maintain the speed of restocking from storeroom to shelf, the packaging needed to remain retail-ready. However, from a waste prevention perspective, M&S wanted us to create primary packaging that was premium enough to look as though it could be given as a gift, without the addition of secondary packaging.
In an ideal world, this all needed to be achieved without increasing their packaging costs.
We selected high grade materials, and a co-ordinated colour scheme to produce an eye-catching range of custom jewellery boxes.
Each design was finished using foil print techniques that would catch the light in store, and add to the premium feel.
Resizing the boxes reduced material usage, lessened the amount of space each piece of jewellery would take on the in-store display, and decreased wasted space around the product.
Careful consideration was given to the internal layout and product positioning within each box. This allowed each variant to cover multiple products and solved the problem of excessive SKUs.
Having more versatility within each packaging item allowed M&S to order larger quantities of each version without concern over slower moving products.
Fundamentally, we were able to accomplish all aspects of the brief for Marks & Spencer. Our innovative design solutions allowed for a reduction in SKUs and an increase in price breaks, which meant that the premium materials could be used without their overall costs rising.
