Strategy

Design the Box

Design a retail box to envision your product's success. Teams create packaging with taglines, features, testimonials, and visuals, as if the product is selling in stores.

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Duration
45 mins
Group Size
4-8
Category
Strategy
Difficulty
Easy
Define your product's value. Identify key features and benefits. See the product from the customer's point of view. Align the team on product vision and positioning.

  • Completed box design.

  • Packaging vision.

  • Defined product essence.

This exercise highlights VALUE, not just features. If teams fixate on specs, steer them towards customer benefits. Encourage specific claims. Customer testimonials should reflect real problem-solving. The physical creation matters – don't skip it. Boxes help teams think comprehensively. It's great for uncovering assumptions about your customer and value proposition. This activity may expose disconnects between team vision and market positioning. Use early in product development to align direction.

  1. Box Design Brief (5 minutes): Imagine the product is a hit and sold in stores. What would the box look like? What would convince someone to buy it? Divide into teams of 4-8 if the group is large.

  2. Box Creation (30 minutes): Each box needs:


  • Front Panel: Product name, compelling tagline, key visual/logo, primary benefit.

  • Back Panel: Top 3-5 features, customer quotes, awards, "What's in the box" list.

  • Side Panels: Technical specs (if relevant), target customer, company info, extra benefits.


  1. Pitch & Discussion (10 minutes): Each team presents their box (2-3 minutes). Explain features and design choices. Discuss differences. Find common themes.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Cardboard boxes (cereal box size) OR large poster paper

  • Markers

  • Magazines (optional)

  • Glue sticks

  • Scissors

  • Sample boxes

  • Box template (optional)

  • Brand guidelines (if available)

  • Stock photos (optional)

  • Colored paper (optional)

  • Stickers (optional)

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