What's the best box for the big box?

As it began to distribute products outside of the specialty outdoor store market, The North Face was asked by its larger dealers to package its tents and sleeping bags. Because traditional outdoor stores display tents and bags unboxed and provide more sales associate interaction, venturing into the new big-box channel required rethinking how The North Face products should be merchandised.

We designed the new packaging system to do two things: stand out at retail and make the most of the strength of The North Face brand. Unique box shapes were designed both to communicate the shape of the products and to catch the eye of the consumer walking the retail floor. The heavy use of brand colors and logos separate these packages from competing products and help justify higher price points in the price-sensitive big box channel. Finally, to help control costs, we designed a system of three stock boxes to accommodate all products in the line and a series of labels to convey product-specific information.

©2008 Satellite Design