Posted on June 3, 2015 by Michael Boik

Double Box Approach to Subscription Box Branding

Rigid carton and box examplesShipping a box within a box has been around for some time, made popular by companies like Birchbox, who have been using that concept for years. It is a great way to create an upscale image while providing a branded container that the consumer is more likely to keep and reuse. The sad fact is that most of the beautiful e-commerce and subscription service boxes we help create, quickly end up as paper waste soon after they arrive at their destination.

The Branded Corrugated Outer Shipper Container

In most cases it can be a simplified version of a corrugated container because the added strength of the inside container, the shipper box, does not require the same level of sturdiness. Quite often rather than a die cut mailer, customers will use a “book fold” mailer design that simply wraps around the inner container keeping it safe and clean. This reduces corrugated cost, shipping weight, and waste.

If the outer container is printed at all, it is printed minimally because the real wow factor is delivered via the inner container. Since it is made of corrugated, it is direct printed using a flexographic press so it has the same limitations and advantages of any corrugated container.

Yuzen rigid box and corrugated shipperThe Branded Inner Container

In most cases it is not a box at all. Technically the inner container is usually a carton because it is constructed of paper board (aka chip board) rather than multi-layer corrugated board. Some are folding cartons, but most are rigid wall cartons (also known as set up or rolled edge cartons) as shown in the photos.

The Advantages of Rigid Wall Carton for Branding

The greatest advantage is that they are NOT direct printed on a flexographic press. The paper that is used to wrap or is laminated to the rigid wall box is typically digitally or offset printed. That means that an almost unlimited number of colors, textures, and designs are possible. Photo quality images, foils, embossing, debossing, satin finishes and high gloss finishes are all possible. If you are attempting to create a keepsake type box that is likely to be reused, the design tools you are able to use are virtually endless.

Since they are protected by the outer shipper, they arrive in perfect condition, clean, without any tape, labels or scuffs on them. The tops (lids) and bottoms (trays or bases) can be printed with the same or different colors or designs. They can also be “lined” inside with any paper you want.

One of the best features of a rigid box is that it is made with any paperboard thickness without tooling or a cutting die. That makes it easy and inexpensive to get started and changes are not costly.


The Disadvantages of Rigid Wall Carton Branding

First and foremost, they can be expensive. Like any other packaging supply, the quantity ordered helps to determine the price and the minimum is 1,000 boxes. There may be an initial art charge, but since they are not printed using a flexographic press, you do not have to buy expensive print plates, again reducing the initial costs.

The other primary disadvantage of a rigid wall carton is that they are pre-assembled and erected making them expensive to ship. Shipping a pallet of empty boxes can prove costly as well as the space and cost of storing them.

Yet, there are few other relatively short run packaging options capable of enhancing the customer experience as well as a nicely designed and decorated rigid wall carton.

If you would like to discuss your possible need, please do not hesitate to contact us at Salazar Packaging or call us at 630-551-1700. We have the experience to guide you through this or any other packaging solution you may have in mind.

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