Case study: eCommerce pack helps with 2 years of sales in 24 hours

Russell & Atwell, a startup chocolate business, approached GWP Packaging for assistance with packaging for their eCommerce orders. Proposing letterbox boxes that reduced delivery friction and costs, while also providing a premium unboxing experience, GWP’s design team developed a solution that reflected the brand’s character and products.

However, following an appearance on the BBC’s Dragon’s Den TV programme, the business faced another challenge, with two years’ worth of stock selling in under 24 hours. The packaging GWP supplied helped the company achieve its original goals and cope with the surge in demand.

While the business sourced jars and pouches for the primary packaging their chocolates required, the company knew they also needed packaging for their planned eCommerce operations.

Although they had little experience in sourcing corrugated packaging, they identified that it was essential for it to reflect the luxury nature of their products. Being a startup, being cost-effective was also vital.

The initial brief detailed three main objectives. The aims were to protect items in transit, minimise postage costs, and reflect Russell and Atwell’s brand values and ethos.

However, after their TV appearance, the business soon encountered another challenge – the rapid scaling up of their operations and packaging requirements.

GWP’s design team, led by Mike Poynter and supported by Jay Daggar, worked closely with Steve and Giles on the project.

Initial meetings identified that the chocolates, when in pouches, needed to reach customers in a presentable condition. Similarly, when supplied in refillable glass jars, these also required suitable levels of transit protection.

As such, Mike and his team created a custom-designed eCommerce pack in the FEFCO 0427 style, utilising a recyclable E-flute material. Whilst the design itself was relatively standard, the bespoke size and accompanying inserts meant a perfectly tailored fit for the various pouches, jars and combinations of products.

After testing and approval of pre-production samples, GWP manufactured the ecommerce packaging at our modern manufacturing facility in Cricklade, Wiltshire.

The letterbox boxes that GWP designed met all three of the objectives from the original brief.

Firstly, the bespoke sizing of the packs prevented excessive movement of the pouches and jars during delivery, both protecting them and ensuring excellent presentation upon opening. This protection has significantly helped in preventing returns requested due to shipping damage.

The use of custom-sized packaging also ensured that the packs could fit through letterboxes. This benefit helped reduce shipping rates by adhering to Royal Mail Pricing in Proportion (PIP) guidelines and meant that customers were not required to be home to receive their deliveries.

Finally, the packaging also reflected the brand’s values and positioning. The natural appearance of the box reflected Russell and Atwell’s unique selling point of only using natural ingredients. Forgoing printing on the outside of the boxes also meant they did not advertise their contents during their journey through the delivery networks.

However, the inside of the box was printed in a rich, deep black-brown colour and included the Russell and Atwell branding in white ink. This design provided the premium unboxing experience for the consumer and ensured a consistent brand identity.

In addition to this, GWP Packaging’s in-house manufacturing capability meant that production of the packaging could be scaled up very quickly, helping Russell & Atwell with the fulfilment of 2 years’ worth of chocolates (which sold in under 24 hours following their TV appearance).

Giles Atwell, co founder of Russell & Atwell, commented:

Since the (Dragons’ Den) show, we have been blown away by the number of orders we have received through our website. The response has been truly exceptional! The forecasts we had worked so hard on were blown out of the water. We sold out of all the stock we had boxed up and ready to go within 16 minutes (150,000 chocolates, if you’re interested). Within 90 minutes, we’d sold all remaining stock (150,000 more chocolates), and within two hours, we had sold two years’ worth of fresh chocolates!

Steve Russell, the other co founder of the business, added:

GWP has been excellent in supporting us since our launch, and we would like to thank them and the handful of partners who have helped us over the past 18 months. We are both incredibly grateful and excited that more people will be able to discover what chocolate should really taste like!

While not responsible for the sudden growth in sales, the initial design and manufacturing flexibility provided by GWP ensured that Russell & Atwells’ packaging supported them through this fantastic opportunity.

If you would like our team of packaging experts to help you improve your current eCommerce boxes or create packaging for your startup business, please get in touch.