As lead designer at Bobbie, I was tasked with redesigning the shipping box which was the first physical brand touchpoint for customers. Bobbie was a primarily a DTC brand that was determined to make shopping for baby formula delightful and reassuring for parents. There were 2 designs; one for first time customers and one for subscribers. The design needed to scale across different types of subscriptions; 2, 4, 8 and 10 can bundles. The final design was a seamless and fun unboxing experience shared by parents all over social media, void of branding to minimize tampering and theft. The new design saved the company over 30% in production costs.