The art of a memorable experience: How we create the perfect Unboxing Moments®

Unboxing a product is no longer just about opening a package - it’s a chance to create an emotional moment that deepens the bond between your brand and customer. At Odillo, we believe Unboxing Moments® are an opportunity to tell your brand’s story and leave a lasting impression. From first glimpse to the final reveal, we design packaging experiences that feel intentional, memorable and completely on-brand.

Creating a powerful unboxing experience is no accident - it’s a deliberate process that balances design, functionality and emotion. Here’s how our Business Development Director, Rodney Hoare, explains Odillo’s approach to crafting the perfect Unboxing Moments®.

How does Odillo ensure that each Unboxing Moment® reflects the identity of the brand you're designing for? Can you explain the process from start to finish?

“We design Unboxing Moments® by starting with the customer’s perspective. Do we want to deliver a premium feel or create a super-luxury moment? This choice guides everything - from the box style and materials to the print finishes - and sets the stage for the brand to create a moment of theatre. We usually break it down into three steps:

Step 1: The outer box
“We begin with the outer packaging, balancing transit protection with brand presence. Should it be branded for instant recognition or unbranded to build suspense and deter theft? If it’s likely to be kept, we use a tuck flap; if it’s purely for shipping, a ripper strip makes opening satisfying - and we often hide a teaser message beneath for an extra surprise!

Step 2: The opening
“The unboxing journey is about pacing. Do we reveal the product right away, or build anticipation with a second layer such as an inner flap or branded tissue? We even think about what customers see once the product is removed, like a thank-you message or a subtle nudge to share a review.

Step 3: Sustainability
“Today’s consumers are quick to judge packaging choices, so we avoid over or under-packing while clearly displaying sustainability credentials like FSC. We encourage brands to explain recyclability and suggest ways to repurpose the packaging, turning an eco-conscious choice into part of the story.”

How does Odillo incorporate digital or interactive components, such as QR codes, to engage customers beyond the physical packaging? Which type of components do you usually add?

“Physical packaging is just the start - we often recommend adding a digital touchpoint to keep customers engaged beyond the unboxing itself. QR codes can link to an unboxing video, exclusive product offers or a simple thank-you message with a loyalty discount. This bridges the physical and digital worlds, turning a one-time purchase into an ongoing conversation.

“We also work with partners like Penny Black to create seamless physical-to-digital experiences that help brands build loyalty and gather valuable insights. Whether it’s suggested by our team or requested by the client, these interactive components are designed to surprise and make the unboxing feel even more personal and memorable.”

How does Odillo balance the desire for luxurious packaging with the practicalities of shipping, while also maintaining sustainable practices? 

“At Odillo, we believe luxury packaging doesn’t have to come at the expense of practicality or sustainability. Every project starts with smart material choices - using recycled and FSC-certified boards where possible - to deliver a premium feel with a minimal environmental footprint. We design with purpose, ensuring every layer serves both protection and presentation, whether that means a custom insert for product security or a fold-flat structure to optimise storage and reduce shipping costs.

“Sustainability is built into every stage of our process. We carefully consider weight, size and strength to avoid over or under-packing, keeping shipping efficient and emissions low. We clearly display sustainability credentials and encourage brands to share recyclability information or creative ways to repurpose packaging, turning an eco-friendly choice into part of the customer story. This way, we create packaging that’s practical for shipping, luxurious to open and aligned with consumers’ growing expectations for responsible brands.”

How does an exceptional unboxing experience influence customer loyalty/repeat purchases, and have you noticed an increase in social media sharing as a result of Unboxing Moments®?

“An exceptional Unboxing Moment® experience does more than impress - it creates an emotional connection that keeps customers coming back. When packaging feels thoughtful and personal, it turns a simple delivery into a moment that customers want to relive, boosting repeat purchases and building long-term loyalty.

“These moments also inspire sharing. Beautifully designed packaging and surprise elements often find their way onto Instagram, TikTok and YouTube, giving brands valuable organic exposure. By designing packaging that’s both memorable and “share-worthy,” Odillo helps brands turn unboxing into a marketing channel in its own right.”

Discover the joy of Unboxing Moments® and explore how Odillo can make your packaging as memorable as what’s inside…