Nhn Design & Branding REUSABLE DELIVERY BOX by NHN CORPORATION

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REUSABLE DELIVERY BOX

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Industry Photo Development
Media Design & Branding
Market South Korea
Agency NHN CORPORATION
Released August 2011

Credits & Description

Category: Sustainable Packaging
Advertiser: NHN
Product/Service: NAVER PHOTO PRINTING
Agency: NHN CORPORATION
Creative Director/Head Of Marketing Center: Jo Hang Soo (Nhn)
Project Director/Chief Designer: Kim Seung Eon (Nhn)
Art Director/Lead Designer: Jang Tae Kyung (Nhn)
Graphic/Package Design/Senior Designer: Ohk Hye Won (Nhn)
Graphic/Package Design/Senior Designer: Kim Hyung Woo (Nhn)
Media placement: Package - NAVER Photo Online Market - 8 Aug 2011

Describe the brief from the client
As a latecomer in the online photographic printing market with competitors of all sizes, Naver was in need of developing its own distinctive advantage beyond photo quality and price competitiveness. As a result, an eco-friendly packaging was created to provide online shoppers with a differentiated shopping experience. Naver’s solid and aesthetically pleasing delivery package can be reused as an album storage box. This environmentally safe packaging contains no buffer agent and only a minimum amount of adhesive, produced at a reasonable cost. Thanks to this innovative idea, which has been hailed on social network services, such as blogs, Naver Photo Printing has firmly established itself in the market.

Describe the challenges and key objectives
Naver Photo Printing, which began its service in 2011, prints out digital photos and delivers them after an online order has been placed. As the market was already full of competitors at the time of its launch, Naver needed a distinctive advantage other than photo quality and price competitiveness. We decided to give consumers a differentiated shopping experience when receiving printed photos.

Describe how you arrived at the final design
Naver drew inspiration from the fact that printed photos are delivered in a vinyl envelope or yellow package, which is easily thrown away after use, and undertook the project to develop more eco-friendly packaging. We designed a delivery package to be converted as an album storage box using sturdy materials. 10 types of nature-themed photo labels are given for customers to customise the package into a storage box. No buffer agent is used, and its structure requires only a minimum amount of adhesive. It is environmentally safe, produced at a reasonable cost with an aesthetically pleasing design that guarantees satisfaction.

Give some indication of how successful the outcome was in the market
The convenience, reusability, and outstanding design of Naver’s delivery package for printed photos, clearly set apart from regular delivery packages, are receiving high evaluations from consumers through social network services. Although no full-scale marketing activities have been put into operation, such word-of-mouth has led to an increase in order placement by 270% in just 4 months after the launch of Naver Photo Printing, and 17% of the first-time shoppers returned for additional orders during the same period. Consumer satisfaction for the packaging proved to be substantially high in the service quality satisfaction survey. Its design excellence was acknowledged by winning at the iF Communication Design Awards.