AMERICAN NOMAD
Packing Design
The goal for AMERICAN NOMAD’s packaging was to focus on storytelling which was at the cornerstone of their brand ethics. I always had a great time designing pieces for them because it allowed for some great explorations and unique design solutions.
For the hang tags, we wanted the design to take their shoppers on a journey and inform them of AN’s mission. Each tag highlights a country where their partners are from, but also serves as a promotional piece to support their social media campaign #peopleplanetpreservation that encourages their shoppers to share their purchases on social media.
My Role
Lead designer
Team collaborator
Industry research
Printer collaboration
Tools Used
Photoshop
Illustrator
The UnBoxing Experience
As an online retailer, AMERICAN NOMAD didn’t want their shoppers to just receive a box with items in plastic bags stuffed inside. They wanted to ship their orders with the same care their artisan partners took to make each item.
The challenge was how to package items with various shapes into a box without requiring too much time for the packers. The solution was inspired by historical parcel packages that were oftentimes just wrapped with butcher paper and twine for shipping. This allowed for multiple items to be bundled together and didn’t require perfectly folded edges.
Each package was finished with a simple AMERICAN NOMAD stamp. What was great about this packaging was any wrinkling, or shifting around in the box that would occur during shipping only added to the character of the package creating a parcel that looked like it may have traveled the world.
What’s Inside?
The storytelling experience continued once the shopper opened their parcel. Inside were personalized partner cards that highlighted the story of their partner, where the item came from and how it was made. The use of partner cards allowed for one card to be used for multiple items. The template approach allowed for AN staff to quickly create a new partner card when needed by simply swapping out the picture and partner info section.
They also liked to include small inspirational notes inside that had nothing to do with shopping, but spoke to the values of the brand such as journaling, mindfulness and exploring the outdoors.
Partner Cards
Journal Cards
