FOOTYTWO PACKAGING BOX
Product Design, based on Predictive Consumer Psychology
COLLABORATIVE DELIVERABLE FOR CO-FOUNDED STARTUP
In my time as CMO of FORTYTWO CO, an experimental design company I co-founded as a freshman with two Stanford CS majors, we generated over $488,000 in revenue ($166,000 pure profit). These numbers are a direct translation of my marketing strategy, execution, and management.
Role responsibilities: audience analytics, consumer psychology, internal design, narrative design, and reference sourcing
I created this box in collaboration with my two Co-Founders at the end of Summer 2023. The goal was to elevate the customer experience by going above and beyond. Why stop at a great product, when you can package it just as thoughtfully?
We did our research. We iterated on the box endlessly. We ultimately elected to reference the 2022 World Cup final between Argentina and Brazil in our internal design, a small easter egg for customers to appreciate alongside their purchase.
Why spend money on packaging, instead of giving ourselves a cut? Well, from the onset, two things were clear to me:
Firstly - we were a small brand with little-to-no guarantee of return customers, lasting traction, or accumulated brand loyalty.
Secondly - overpriced, underwhelming goods have been aggravating American consumers for years. This, we had all experienced first-hand.
I accurately predicted that in order to retain customers and build brand loyalty, the best use of extra profits would be to use them in service of free add-ons. We received hundreds of messages in the months that followed praising our prioritization of the customer experience over arbitrary profit retention.
This box is one of many examples of my ability to analyze consumer psychology and create deliverables to bolster a company’s image and reputation.