Packaging has a decisive influence on the statement and the overall impression associated with a product. The design of the packaging for the Tree Dasher running shoe by Allbirds is based on a symbiotic interaction between product and packaging. The main purpose of the shoebox is to communicate that these running shoes are made entirely from natural materials. Its design is inspired by the essence and spirit of sustainability of the Allbirds brand. Featuring an appealing language of form, the shoebox is therefore made from 100 per cent compostable paper pulp. Since the inks used for the box lettering are made from natural soya, the components of the packaging fully build upon the design details of the shoes. Designed as one-size-fits-all, this box can accommodate sizes 5 to 15. This entails ease of production and considerable cost savings. A central aspect of the design concept of this shoebox, which is also pleasant to the touch, is the unpacking experience itself. Corresponding to the materials of the running shoes inside, the process of unpacking displays the recipe of the product makeup consisting of merino wool, tree fibre and sugar cane. Also presented is the story of Allbirds’ zero-carbon footprint, before the product itself becomes visible. The box thus invites buyers to an immersive unboxing experience.
Statement by the Jury
Placing the aspect of sustainability centre stage in all design details, this packaging perfectly communicates the spirit and essence of the Allbirds brand. The shoebox is made from 100 per cent compostable paper pulp and also impresses with the concept of presenting a single packaging for accommodating all shoe sizes. With its organic language of form, the box looks noble and possesses a high recognition value.
Credits
Manufacturer:
Allbirds, San Francisco, USA
Design:
Enlisted Design, Beau Oyler, Jack Marple, Mega Tjhin, Jade Broomeld, Katie Friedlander, John Eagle, Oakland, CA, USA
