A Family Picnic Box designed for British supermarket retailer Morrisons has sold over 6,000 units in just 4 weeks!
The initiative first launched in August to help families with the cost of eating out during the school holidays.
Over the summer months, the cost of family day trips, picnics and BBQs can be daunting for those struggling to pay their bills. The Family Picnic Box can be made to order in just 20 minutes and features enough food to fill up a family of four, as well as a £5 voucher which can be redeemed in store.
Morrisons tasked DS Smith with creating a design that families could easily grab and go during their weekly shop. In line with our Now and Next strategy, the design implementation team used our unique Circular Design Metrics to rate and compare the circularity of packaging designs across eight different indicators to design a prototype picnic box. They also provided Morrisons with printed samples and proposals the most suitable print process.
Featuring a striking gingham cloth design and cut outs to view the items inside, the finished picnic box is made from board with a 100% recycle content and fully recyclable inks and glue. As such, the design is fully sustainable and can be constructed and collapsed easily.
To get the box, families would simply have to fill out a form at the Morrisons Café and continue shopping as the store staff prepare the custom picnic box.
We're delighted that the Family Picnic Box has been such a hit with consumers, with over 6000 units sold in under four weeks. This initiative highlights our commitment to innovation and shows how our Circular Design Principles can make a real difference
DS Smith were a great support in bringing our vision to life at pace. The team communicated brilliantly; providing clear timelines, sharing mock up designs, and working quickly to facilitate our many artwork and style changes.
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