ROLE | Lead Designer
As the Minted brand refreshed in 2018, I led the redesign of our greeting card packaging. In addition to updating our branding, we reviewed its effectiveness. Conversations with our retail partners and competitive benchmarking showed that consumers were having difficulty finding the interior caption text and were opening sealed cello, causing product damage.
The new packaging adjusted the insert card to match customer expectations, shifting to unsealed cello, ensuring that customers who chose to view the interior of the card were less likely to damage it.