Case Study Test kit packaging design
About the Company Even with regular check-ups to manage genetically high cholesterol, co-founder Eliot still felt in the dark about his health. From trying to understand and access test results to what foods he should eat more or less of, everything was a challenge. He knew people must be experiencing similar issues and so Thriva was started to change this. Thriva want to make it possible for everyone to have more time to do what they love. Whether your dream is to run a marathon or have more energy for your family, Thriva are here to help.
The Product A self-collection kit, Thriva provides a personal blood test package with detailed instructions, lancets, vials, wipes and everything you'll need to successfully handle your own simple blood test and ship it back to Thriva for testing. After analysis, your results wing their way back to you with information about your health and actions you can take to improve it.
Case Study
When Thriva, a UK based health-tech start-up first approach Burgopak in 2015, the product was delivered in a plain unbranded corrugate box. Burgopak were tasked with a complete overhaul and the challenge of creating an elevated brand experience that heightened the perceived product value, and created and intuitive, less clinical and engaging narrative for the self-collection process. The resulting design is a life-style product with a twist. With in-built convenience and ease-of-use, the package is attractive, simple and memorable, turning an otherwise daunting procedure into an exciting experience that builds trust between consumer and brand. The pack is slim meeting Royal Mail postal requirements. Made with 420 microns thick board, with a weight of 275 g/m2. Decorated via lithographic double-sided printing, in four-color CMYK and an aqueous matte finish. With a single-sided print slim-fit mailer to match, the product is harmonious with the brand from online, to offline and back. Each touchpoint reinforcing the message of the last, creating a cohesive brand experience that empowers consumer to take control of their health. From a first order of just 1000 units, seven years, and more than 400,000 units later, the packaging design is an icon of the brand and continues to be an integral part of the product itself.
The Brief
The Brief - A friendly mailable presentation box. - A less clinical experience, removing the fear around blood testing. - A staged unboxing, helping to guide the consumer through the process. - A post-friendly delivery solution.
The Final Product - A colourful on-brand presentation box creating more of a life-style product, and less of a clinical experience all housed inside a classic Burgopak slider. - A series of numbered compartments, to lead you from step-to-step while hiding away the less exciting elements of the kit. - The added touch by Thriva was a playful cut apeture with cartoon like artwork, to poke through your plastered finger for a celebratory photo of the Thriva experience. - This fun addition spurred the urge to share the product process through images, videos and reviews on social media and beyond.
Social Insights
What do consumers say about it? "The Thriva testing kit comes in this nicely designed packaging. Pull open the side of the box and you’re presented with the components you need to get your blood out of your finger and into a container. It’s very Apple-esq and if you’ve purchased an iPhone or other Apple product before you’ll know what I mean. Thriva obviously is designconscious and the user experience of its service has been well thought out." https://www.stedavies.com/thriva-review/
@vaexperience. "The experience design for products and service is all about the little things. The powerful moments at the critical touch points that make customers want to share the outstanding experiences with others. I just did this covid antibody test to find out if I had covid19 in the past few months and #thrivahealthtesting kits are what unassisted blood test experience should be liked: everything from structured box with sequential and easy to understand compartments, just the right amount of kit to not confuse the user, and a nice to have touch (e.g. a bandaid with a smiley face). 2mins and it's all done." .
@_neilcostello Sucker for a well designed unboxing experience and @thrivahealth you’ve nailed it. .
#ThrivaHealth
#Thriva 0
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For every 100 images or videos on instagram using the hashtag #thrivahealth or #thriva, 56 display the packaging in all its glory, turning packaging experience design into a leading social marketing tool.
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Deliverables Quick and efficient production and delivery has supported the brand in rapid scaling. The first year saw 700% growth in demand which has only continued to grow with each year. The components of the product posed the greatest challenge in designing a post-friendly solution, however through a process of development it was possible to reduce the packaging size down to its slimmest form. Meeting the requirements for a Royal Mail large letter, costs have been saved in postage, while also retaining a post-box solution for ease of delivery. Consumer-friendly and intuitive in design, the presentation is both appealing to the eye, and an engaging experience. The in-built sliding mechanism of the box directs the line of sight, guiding the consumer in preparing the contents. Then leading the user from one step to the next, the integrated journey reduces anxiety around blood-giving and increases consumer involvement, reinforcing that sense of personal empowerment that Thriva champion.
Eliot Brooks, Thriva’s Co-Founder and COO says, “Burgopak's solution managed to compactly fit all components in, and still fall within postal guidelines for the large letter classification —something other suppliers struggled with. Not only did they meet our functional requirements, but their popand-slide mechanism created that wow factor that has resulted in many customers sharing our product on social media.”
Summary
Thriva continues its commitment to providing quality products to help live their best lives with continuing support, new services and easily accessible data. Together Burgopak work with Thriva to translate this message in to a true and impactful physical experience. From the first physical touchpoint to the last, the Thriva experience is an enriched interaction between Consumer and Brand. Embedded into the fabric of the brand, the packaging plays a core role in not only the product experience but in product placement, advertising and social media sharing.
A case study by Burgopak For information about this project, or to learn more about Burgopak packaging solutions, get in touch at marketing@burgopak.com Burgopak Units A&D, Flat Iron Yard, 14 Ayres St, London, SE1 1ES, UK +44(0)20 7089 1950 info@burgopak.com