January - May 2022, Parsons School of Design
BOXERS: Calvin Klein
The most sustainable packaging, is no packaging at all.
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Background
— Brief
Working with Calvin Klein we have constructed sustainable solutions to reduce the amount of packaging used for men’s underwear. Through our research and insights, we interrogated the question, “what is the value of the box?”
— Measurements of Success
A concept that adds value, is circular, and sustainable.
— Tools
Notion // Mural // Google Workspace // Instagram Poll
— Skills
Project Management // Primary & Secondary Research // Synthesis & Ideation // Persona Building // Prototyping // Customer Journey Map // Go-To-Market Strategy // Business Model Canvas // Strategic Recommendations
Why?
Considering underwear as the largest revenue growth driver, they ask us, “what is the future of the box? (35M annually) And “how might this new sustainability platform resonate with the firm’s culture regarding inclusion?”.
Context Video: A visual representation of our research, and point of intervention.
Prototype: A video demonstration of the lofi prototype
The responsibility of recycling the box falls on the consumer.
Packaging could be simpler.
If new packaging does not fit in the system then it won’t be adopted.
— Key Insights
How Might We?
disrupt the box to change consumer behaviour and effectively reduce the tiers of packaging while enhancing the shopping experience.
— Concept Development
We drew inspiration from candy dispensers and used a tube-like dispenser to store CK products in a military roll style, sorted by color, size, and fit. This simplifies inventory management and addresses issues such as hygiene, theft, and damage to unsellable boxes. Each dispenser has a label with basic product information.
We drew inspiration from candy dispensers and used a tube-like dispenser to store CK products in a military roll style, sorted by color, size, and fit. This simplifies inventory management and addresses issues such as hygiene, theft, and damage to unsellable boxes. Each dispenser has a label with basic product information.
Leverage points in our packaging system are areas where we can apply solutions to achieve our desired outcome. This approach helps us focus on purpose, consumers, and the brand, defining the direction to tackle challenges effectively.
— Supply Chain & Security
Version 1.0
Version 2.0: Refined with insights from prototyping to include a drop off bin for customers who change their mind.
Prototyping
Challenge
Changing customers’ behavior when shopping while maintaining brand awareness, product containment, protection, and sellability.
Final Concept
Our solution meets stakeholder needs and incorporates feedback from prototyping. The redesigned display fixture provides hygiene, safety, and enhances customer experience. Our design repurposes existing Calvin Klein retail fixtures to reduce waste and simplify implementation. Dispenser tubes replace shelves, while drawers act as dropboxes with UV-C lights for added hygiene.
Through this new display system, Calvin Klein is able to create a holistic shopping experience that is inclusive, accessible and responsible.
