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The Nike brand has established itself in the market due to the design with which it has stood out as one of the leading brands in the apparel segment, and its well-known logo is proof of this.
Through a process that has been developing for some time, Nike has come up with a new design concept for its shoe boxes and the logo on them.
The formula with which Nike has sought to consolidate itself in retail has made design its best ally to change habits, such as boxes.
Within the apparel market, brands such as Toms have joined this factor of innovating footwear and it has turned from an espadrille brand to a complete footwear showcase.
Nike says goodbye to its logo… in boxesbecause one of the most difficult practices in electronic commerce is the large amount of contamination, due to the packaging that surrounds a product when it is delivered to your home.
Nike for example, you pack your shoes that you sell online through two boxesa traditional one in which they are usually sent and a second box to protect the content.
From what is known so far, is that the project led by Rich Hastings and that One Box has been named, with a special design, since the exterior does not have logos or indications of what it contains (only two white ribbons), while white ink has been used inside with minimal messages to avoid staining the footwear that gets to move.
👟 Nike emphasizes durable development and innovation in launching the “Nike One Box”, a box that can be used for mailing! Grâce à ça, la marque au Swoosh souhaite réduire ses déchets de 𝟓𝟏%.
📸 #nike | #CSR pic.twitter.com/knzHlAyLeE
— sᴘᴏʀᴛɪᴍɪᴢᴇ (@Sportimize) April 23, 2022
Boxes: from selling them separately to undergoing a change in design
The Nike logo on its boxes has been the brand’s great statement, even this has become a commercial strategy, as a design resource with which it seeks to generate experience for consumers.
The audacity of the boxes is that the brands are making forceful and immovable decisions, for the delivery of their products, where the least clue of what is delivered, seeks to generate the greatest customer experience, that is why large online luxury sales platforms have found in this habit the best guarantee that their products are in demand.
The state of the design
Knowing how it is that this definitive moment in design has been reached is based on a series of changes that the consumer himself has motivated.
We are in the era of functional design, that is, the consumer now demands tasks that are relevant through the products they ingest and not only the way they carry them out.
This has led to the commissioning of the approach, which is traditionally carried out in these large corporations that not only assume, like Nike, the cancellation of the use of logos inside their boxes, Inditex, for example, welcomes foreign designs, like the Kardashian sisters’ line of jeans.
time to design
Designing has become a complex process and has been able to establish activities so that brands stand out in the face of consumers on a day-to-day basis.
Under this exercise, a very valuable resource has been made prudent and it is the one that has to do with the ability to understand what communicates correctly in the market.
Today the rules in design are changing and new rules are being written, where habits such as electronic commerce force us to understand what to do to conquer the consumer, now with boxes free of logobecause the goal is no longer to leave a badge on it.
where are the marks
Although Nike has been one of the brands that have stolen people’s breath, due to masterful movements with which it has sought to enchant the consumer with genius such as the Nike Air Zoom Pulsethere are brands that, although they have not achieved almost technological investment, have diversified their design proposal.
Toms is a clear example of this, when the brand went from being the great footwear firm thought of the famous espadrilles, to a complex showcase of models that diversified both in styles and in innovation.