In my Special Topics Studio this semester, NC State graphic design seniors work with Sealed Air to reimagine the secondary packaging unboxing experience. I can’t show you the final work—hi fi prototypes and unboxing videos—but I can share the process. As part of their user-centered research process, the students mapped out storyboards of the unboxing experience (storyboards that would later transform into unboxing videos). We used Chip and Dan Heath’s book The Power of Moments to define key moments that rose above the everyday and broke the current unboxing script.

The Design Brief:

Design new beauty market-specific secondary packaging that enhances the unboxing experience. Embrace today’s digital transformation, while engaging with the tactile functionality of protective packaging.

The Work

NYX Giftee: The Cake


NYX, Influencer: The Personality


Urban Decay, Giftee: The Thank You


Urban Decay, Loyalist: The Fan

The Process: