Collectors boxes have been around for a while, but what makes a good collectors box is less well-defined.
If we take a trip back down memory lane, let's consider some of the retail packaging crazes within recent memory. Funko pop dolls come to mind. Minecraft. Pokemon. Beanie Babies. In the cosmetic packaging world, Urban Decay's special palettes sell out within hours; Kylie Jenner lip kits within minutes. Even cereal boxes, like the limited edition old school monster designs. And one of the most popular and omnipresent campaigns in recent history: the Share A Coke campaign, where individual custom labels entice customers to "share a Coke with... [insert name here]."
What do all of these have in common?
Collectors Boxes: What Sets Them Apart?
The easy answer? Put 'limited edition' in front of any custom packaging, and it will increase demand. But the success of these craze-inducing campaigns goes deeper than that.
Sunrise recently partnered with Solid Ink to create unique collector's packaging. This project utilized a turned edge design with four color printing and matte lamination. Created for their unique Chris Garver and Horitomo collections, the project specifications demand that these custom box sets reflect the brand as well as the inspiration.
Overall, it works as a great case study of what goes into a successful design and creation of deluxe box sets. In short, it's tapping into what your audience already knows and desires, tying it into your brand, and limiting access.
Solid Ink created these limited edition boxes with the intent of creating demand. It's econ 101: supply affects demand. With these boxes in limited supply, and only available in certain places, it increases the demand. It might seem like a strange analogy, but the Beanie Baby craze of the 1990's is the poster child for this kind of strategy. As a particular Beanie Baby became more popular, the company would conscientiously pull it from the line up, creating--all together now--demand (and price inflation, but that's another story).
Create Something Original
It takes time, skill, and no small amount of luck to create something that captures the collective conscience and enters the zeitgeist. Most importantly, it has to have elements of originality. Even if something similar exists, or another version didn't quite succeed, taking time to find out what the missing element is could be the difference between a generic mobile app and Flappy Bird.
Create Brand Tie Ins
The tattoo industry is all about originality and body modification as an art form. It makes sense that the stars of that subculture are held in high regard. Their name lends authenticity to products, and enhances the sense of uniqueness around a collectors boxes set. When your target audience recognizes someone they admire as part of a brand, it creates an instant resonance.
Let the Design Support Your Product
Sunrise Packaging has a practiced hand at creating limited edition packaging and collectors boxes. We worked with Prince on album packaging, numerous sports teams on gifts for season ticket holders, and other types of deluxe boxes. Bring us your ideas, and we'll bring them into reality.