Delivering the ultimate unboxing experience

From the start, flexibility was essential. ZOE sends each test kit in a rigid box that includes all testing equipment, with bespoke fitments to hold specific components such as glucose monitoring patches. They also come with prepaid returns boxes. With multiple tests available, ZOE needed the option of shipping different combinations, so we designed a new outer mailer box that allowed them to fine tune their packaging depending on the tests included. This meant a consistent and elegant unboxing experience for customers and allowed ZOE to more accurately order stock.

Another important part of the redesign was the rigid box itself. Traditionally, rigid boxes use magnets for closure, which means they can’t be recycled. But given the importance of recycling, we designed a non-magnetic alternative. ZOE’s rigid boxes are now 100% kerbside recyclable, and by removing the magnets we reduced the box’s emissions by up to 66%.

As an extra step to drive emissions down, we sourced the yellow paper from a supplier local to the manufacturer in China instead of importing it from the UK. We took the same approach for all other paper and board and used soy-based inks for printing. We also kept any foiling to <10% of the total packaging weight to ensure it was recyclable to UK and US standards. This helped ZOE meet their sustainability target of 100% recycled material across their new packaging.