Smartbox is a French company offering themed gift boxes in stores and via the Internet. Started in 2003, it is now active in several countries. Last year, its visual identity was revitalised by the French brand agency Dragon Rouge. The agency created several detailed ribbon devices to make the packaging remind people of actual wrapped gifts. The logo was given a necesssary cleanup, and is sometimes supported by a white card with a green ribbon resembling the letter S.
The new packaging reportedly became available in stores in September last year.
"A card set with a ribbon is the only transcontinental, universally recognised symbol that conveys the idea of “a gift”. Smartbox embraced this icon as a key visual for expressing the superior quality of its offer (products and services). This simple, direct concept may thus be conveyed at all levels of communication: corporate, consumer-oriented, packaging, and retail. This new approach to signage is combined with a visual and photo style for an overall 'toolbox' result.
This format enables the in-house design teams to tackle local issues in a specific way in accordance with the level of maturity of the market in question. For example:
-Significant segmentation in the French market, including a more emotional approach
-A square structure suitable for English-speaking markets
-Local characteristics are highlighted for certain emerging markets, such as the 'Gift Card' in the USA.
Smartbox has developed a clear brand identity and is perfectly positioned to win over a new market." - Dragon Rouge case study
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