Bealls Florida Retail Packaging

Bealls Florida was positioning itself as a coastal lifestyle brand, elevating its image beyond traditional department store retail. As Digital Creative Director, I saw an opportunity to extend this brand experience through an often-overlooked touchpoint: shipping boxes.

The retailer was about to place its annual order for shipping boxes from a local printer who used large drum printers to apply ink directly to kraft cardboard. The existing boxes were basic — a one-color black logo and shipping information on brown cardboard. With a new order imminent, we had a chance to make the unboxing experience reflect Bealls' coastal lifestyle positioning.

The Challenge

The drum printing process had significant limitations, so we couldn't print full-color photography without dramatically increasing costs. White boxes would also cost significantly more than kraft cardboard, and would quickly pick up dirt and scuffs during shipping. After working with the printer to understand capabilities and constraints, I determined we could feasibly add one additional color to the standard single-color printing process.

This modest upgrade faced initial resistance due to the added expense of two-color printing across thousands of boxes.

The Solution

I designed boxes featuring Bealls' signature blue and white, incorporating two-color photography on each end panel. The images captured quintessential Florida scenes — palm trees silhouetted against the sky, lifeguard stands on the beach, crashing waves — reinforcing the coastal lifestyle positioning at every touchpoint.

To overcome cost concerns and secure approval, I used our office color laser printer to create 3D scale models from paper. By folding, taping, and assembling these mockups, I could show leadership exactly what the finished boxes would look like in customers' hands. The tangible prototypes quickly demonstrated the impact of the design, and the new boxes were approved.