• Upton Belts



    Design Agency: Wedge & Lever
    Project Type: Produced, Commercial Work
    Client: Upton Belts
    Location: Encinitas, California
    Packaging Contents: Belt, punch tool, packaging booklet, travel case

    Upton is an online-exclusive, American-made brand that specializes in made-to-order, custom belts. Being an e-commerce brand presents both a challenge and an opportunity for creating the brand’s physical manifestation; each touchpoint needed to thoroughly engage the customer in order to make up for the lack of a brick and mortar presence.

    Upton’s packaging is the heart of its brand experience. Elegant and inviting, it leaves a lasting impression of aesthetic value. Its soft-touch finish contrasts its matte black protective sleeve, which interacts with the box to act as a decoder for the custom-cut Upton alphabet we created. Once opened, the belt is revealed within a black environment that frames it and its accouterments: a punch for sizing adjustments, a bag for storage, and a 14-page manuscript.



    What's Unique?
    We knew a unique means of communication would help foster a sense of familiarity and loyalty with our customers. Inspired by the 1930s radio show “Little Orphan Annie,” we created a secret alphabet and integrated a decoder system into the packaging. Messages and puzzles—which offer rewards— are decipherable only by those who purchase a belt. This builds curiosity, rewards repeat customers, and turns the unboxing experience into a moment of discovery. The customer’s initials are hand stamped in our secret alphabet on the back of each belt.

    The packaging's soft-touch finish contrasts its matte black protective sleeve, which interacts with the box to act as a decoder for the custom-cut Upton alphabet, allowing customers to decipher our hidden messages. Once opened, the belt is revealed within a black environment that frames it and its accouterments: a punch for sizing adjustments, a bag for storage, and a 14-page manuscript.











    0 comments → Upton Belts

    Post a Comment