This case study explores the collaboration between Allpack Packaging Ltd (Allpack) and Celtic Football Club (CFC), in creating a new bespoke range of e-commerce packaging boxes for their replica football shirts. The partnership aimed to enhance the unboxing experience for fans, reflect the brand values of CFC and incorporate sustainable practices. The project highlights the steps taken, challenges faced, solutions implemented, and the results achieved from this innovative packaging venture.
One of the most successful Scottish Football Clubs globally, Celtic Football Club recognised the importance of delivering a premium experience to their global fanbase, especially through e-commerce channels. With a significant portion of merchandise sales occurring online, CFC sought to revamp their packaging to ensure it was both visually appealing and functional.
Allpack, a leader in packaging solutions known for its innovative and sustainable approaches, was chosen to partner with CFC. Allpack's expertise in customised packaging solutions made them an ideal collaborator for this project.
Through the project scope and planning meetings where design prototyping, coupled with material selection and testing of sustainable packaging options, were discussed. The series of meetings uncovered the following key aspects the packaging needed to address:
- Enhanced Customer Experience: Fans appreciated the branded packaging, contributing to a positive unboxing experience and strengthening their emotional connection with the club.
- Environmental Impact: By using sustainable materials, Celtic Football Club reduced its carbon footprint and aligned its packaging practices with global environmental standards.
- Operational Efficiency: The bespoke packaging solutions improved operational efficiency in e-commerce logistics, reducing packaging waste and optimising shipping processes.
- Brand Differentiation: Celtic FC distinguished itself from competitors by offering unique, branded packaging that resonated with fans and reflected the club's prestigious image.
The partnership forged between Allpack and Celtic Football Club successfully achieved the project's objectives, demonstrating how strategic partnerships can drive innovation and enhance customer experiences. Through this successful collaboration, Allpack demonstrated its capability to tailor bespoke packaging solutions that not only meet functional requirements but also enhance brand identity and customer loyalty in the competitive world of e-commerce. The project serves as a model for other corporate customers aiming to enhance their packaging, brand identity and sustainability credentials. By aligning design innovation with environmental responsibility, Allpack helped Celtic FC achieve its goals of delivering memorable experiences while upholding its continued commitment to sustainability.
Undertaking a project with a sustainable packaging partner, such as Allpack who has the packaging specialist knowledge to assist brands with innovative ecommerce packaging solutions to deliver positive customer experiences, explore sustainable packaging options and provide enhanced packaging branding possibilities, is key to unlocking the potential of your future packaging.
Below are images of the final boxes produced for Celtic Football Club, (L-R) showing the nondescript outer and branded inner boxes branding artwork being revealed that increases the end recipient's box opening experience and also helps to safeguard against in-transit losses -
