The Boxers

Brief: With a renewed laser focus on sustainability, diversity, and inclusion, the brand is set for yet another radical transformation. Considering underwear as the largest revenue growth driver, they ask us — What is the future of the box? (34M annually) And how might this new sustainability platform resonate within the firm’s culture regarding inclusion?

ROLE

TOOLS

DURATION

Primary & Secondary Research, Field Experiments Interviews, Insight Generation, Early Ideation Testing, Prototyping, Value Proposition, & Business Model Canvas

Miro, Mural, Google Survey, Notion, Adobe Illustrator, Photoshop & Indesign

February to April 2022 at Parsons School of Design

THE BIG WHY?

The most sustainable packaging is no packaging at all.

SO WHAT IS THE BOX USED FOR?

Contain

Protect

Sell

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After talking to more and more people we realized men like their underwear in a box so that they don't need to wash it.

LEVERAGE POINTS

We believe these areas can have the most impact and disruption to the industry

To pinpoint our focus we deciphered the pain points within the system.

To help us define the scope of direction and to know where and how to tackle the challenge we mapped the —we placed purpose, consumers, and the brand at the center of our solution.

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How might we...

disrupt the box in order to change consumer behavior and effectively reduce the tiers of packaging while enhancing the shopping experience

IDEATION

What if there is no box?

We found two parts that we need to tackle when looking into the fundamental problems: the customer experience and the packaging design. At the station of the display wall, we needed to redesign the whole new system of how to display the product as the product likely no longer has the packaging.

Inspired by the candy dispenser model.

The product is folded in the military roll style and placed in the tube-like dispenser, categorizing each fit, color, and size on its line.

The soap paper concept.

The consumer can choose to take the product in the bag that they carry, or can take it in a soap paper packaging.
The dissolvable detergent wrapping paper, is to incentivize people to wash their underwear before use.

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NEW CUSTOMER JOURNEY

From our conversations with retail associates, we understood the importance of the box is for stacking and displaying the underwear on shelves. But if we are removing the box from the system, how do we then display the products.

Our solution was designed based on how customers will move through the new display system.