When a Package is Just a Cardboard Box

My dad is already thinking about Christmas 2013. Matter of fact, when my wife, my son and I visited his house on Saturday, he showed us the new solar powered Christmas lights he bought from a catalog my mother had regularly received. And we decided Thanksgiving morning would be a great time for me to decorate his house for him.

When my dad showed me the package the Christmas lights were delivered in, I had to switch hats. Suddenly I wasn’t looking at my father’s new Christmas lights, I was looking at the corrugated cardboard box they were delivered in.


I couldn’t tell where the package came from. I didn’t know either of these generic slogans. But once I looked at the shipping label, I could tell it came from Lakeside Collection.

My dad orders from several merchants, including Lakeside Collection. He should be able to take one look at the box on his front step and say, “Hooray, my order from Lakeside Collection is here” without having to squint at the shipping label.

In other words, Lakeside Collection might as well ship its packages in a plain brown cardboard box.

Erin Lynch writes about how powerful a branded box can be in this executive summary she wrote for Multichannel Merchant. You can download it here.

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