Story Bookcase Packaging

Design Within Reach is the only multi-brand retailer that also manufactures design-authored products. Designed by Afteroom, Story Bookcase is one of DWR’s best selling bookshelves. However the existing packaging was in dire need of an upgrade as it did not reflect DWR’s brand quality, secure the products inside, nor place the customer’s experience first.

Working with the VP of Creative to reconstruct a more sturdy eco-conscious packaging structure for Story Bookcase, I generated new concepts that integrate branding and storytelling, presented through mockups. Expanding on this direction, I helped create a packaging system that preserves brand consistency that could be adopted entirely across DWR’s products. This project was made in collaboration with Language Dept.

Original packaging

The bookcase arrived in thin cardboard as two separate deliveries. The pieces inside were wrapped in excess plastic and not secured in place or labeled. The updated package design would require stronger cardboard to withstand the weight of metal, eliminate the use of plastic, and be unified by consistent branding, especially since they came as two separate deliveries.

New packaging prototype

The new structure consists of a rigid cardboard with reinforced sides for strength and two stacked trays. The bottom tray includes the large base and the top tray includes a reusable box (with instructions & hardware pieces), a thick band (holding stacked shelves making them easy to life out), and cylindrical poles (protected and secured in folded paper and box).

Packaging Concepts

Two concepts around story were proposed. Concept A: Framing a story-within-a-story using the relationship of physical items packaged within a package. Concept B: Unfolding a story as a metaphor for unpacking the product — the experience.

Using package surface area as an opportunity for storytelling. Bringing out brand voice through bold typography.