From D2C to the POS: Optimizing the packaging design
- Katja Wagner
- Mar 8
- 1 min read
Updated: Jun 4
The "Design CheckUp"
Our client, the dais brand, is expanding the distribution of its period underwear from online retail to stationary retail with a national listing at dm and Müller. The (attractive) packaging design works well in D2C.
However, a packaging design that is convincing online has to face completely new challenges at the PoS.
With our “Design Check-Up”, we specifically analyzed the existing design:
👉 Market analysis - Who are the relevant competitors? What are the strengths and weaknesses of their packaging? How does dais stand out in comparison?
👉 Brand positioning - How unique and consistent is the brand personality? Are functional & emotional benefits clearly recognizable?
👉 POS analysis - How does the design work in the competitive environment (long-distance, medium-distance & proximity effect)? Is the packaging visible and intuitive for consumers?
The optimizations:
Gaze Guidance: Less clutter, clear benefit hierarchy for immediately recognizable brand messages.
Product Staging: Photo instead of illustration - because the product itself is the strongest USP.
Colors: The existing color scheme is already unique & emotional - so it stays.
Storytelling: The founders are depicted (on the page) to strengthen trust & brand loyalty.
The Results:
👉 Recognizability guaranteed
👉 Clearer differentiation in the competitive environment
👉 Best possible preparation for the stationary trade
Incidentally, all within just a weekly sprint - with daily feedback loops from a decisive customer team. Wonderful!
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LinkedIn Post: 24.02.2025 by Katja Wagner
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