When MBN Creative was looking for a poetic way to encourage others to contribute to a local charity while also demonstrating their branding and packaging skills, they were inspired by the scientific theory known as “the butterfly effect.”
Instead of merely pondering if a butterfly’s wings can create tornadoes, they pursued a more impactful goal. By releasing nearly 1,000 one-of-a-kind, folded-paper butterflies “into the wild.” They aimed to generate essential funds for Fristers, a charity that supports teenage mothers.
The packaging they designed for this is as intriguing and ambitious as the idea.
Innovative Packaging Design
Printed by AccuLink, it arrives in a simple brown shipping box. Yet, the excitement begins the moment you see “Positive thoughts” printed inside the flap.
Opening the remaining flaps reveals more uplifting messages, framed by bright red tissue paper. Inside lies a matching red box, designed to capture attention with its unique, futuristic shape. It’s easy to pull out and hold, sparking instant intrigue.
A Magical Unboxing Experience
The box resembles a modern Chinese takeout container, making you feel like you’re handling something special. Covered in digitally printed CMYK illustrations, it showcases butterflies fluttering around persimmons.
Spot Gloss UV and Scodix Digital Gold Foil bring these details to life.
As you take in the tiny gold butterflies and soft-touch lamination, every tactile element invites you to slow down and appreciate the design.
Unlatching a die-cut tab reveals MBN Creative’s branding philosophy in red on the white underside of the lid. Look closely, and you’ll spot subtle butterfly shadows behind the inspiring message: “Fortune favors the bold. Bold favors the creative. Creative favors the brand.”
As you unfold another red panel adorned with butterfly illustrations, a sophisticated tab-lock closure awaits. A gold foil butterfly adds an elegant touch, concealing both flaps.
A Final Flourish
Then, as the magic of the unboxing experience peaks, you discover a folded, vibrant paper butterfly inside.
Each butterfly boasts a unique pattern, created using HP Indigo’s Mosaic digital printing software, which generates 1,000 distinct designs from one illustration.
The package also includes a card urging recipients to scan a QR code, demonstrating how to fold their paper into a butterfly. For every social media post featuring a folded butterfly, MBN Creative donates $1 to Fristers.
Completing this delightful experience are gourmet fortune cookies. Each one contains a fortune, bordered with patterns from the Mosaic-generated sheets.
The digital gold foil may be eye-catching, but it’s the interactive nature of every element that makes this campaign shine. Every touchpoint encourages engagement, creating a lasting connection with recipients and generating donations for a great cause.
