Apple’s a master at the complete end-to-end user experience and has elevated product packaging to an art form. Tech companies aren’t the only ones at this; I recently ordered some swim shorts from Orlebar Brown and this nondescript box arrived in the post.
Pretty dull on the outside but open the box up and everything is a visual and sensory treat. The inside of the box is a rich red, the swimwear (not shown) is neatly folded within a branded drawstring bag, the clothing tags are quality card, and with Orlebar Brown one doesn’t simply get a receipt stuffed in the box; one gets a receipt in a crisp brilliant white envelope, reminiscent of an invite to an exclusive event. Glorious.
In all honesty, I have never seen mail order done better – I’m sold and I’m now customer for life. And that’s before I’ve even put on the swim shorts, which are equally fabulous. Now, if I can just get that six pack sorted over the winter.