Sometimes marketing isn’t about selling more—it’s about solving smarter. VanMoof, a Dutch bike company, noticed too many bikes arrived damaged when shipped to the U.S. So instead of changing packaging materials or carriers, they printed a picture of a flat-screen TV on the box. Damage dropped by 80%.
Why It Works
Uses perception bias: delivery handlers treat “fragile” items more carefully.
Leverages visual cues instead of written warnings.
Simple, low-cost tweak with a massive impact.
Turns a logistics problem into a brand story that spreads organically.
Examples
Apple designs sleek packaging that signals “premium,” encouraging careful handling.
HelloFresh uses eco-messaging on boxes to make couriers more mindful.
IKEA includes “handle with care” graphics on flat packs, reducing returns.
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style
