MINTED | GREETING CARDS

competitive analysis, design

As the Minted brand refreshed in 2018, I led the redesign of our greeting card packaging. In addition to updating our branding, we reviewed its effectiveness. Conversations with our retail partners and competitive benchmarking showed that consumers were having difficulty finding the interior caption text and were opening sealed cello, causing product damage.

I developed a new insert card layout, carefully researched to match customer expectations, and shifted our cello to unsealed, reducing our production costs and ensuring that customers who chose to view the interior of the card were less likely to damage it.