Subscriptions
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London, UK
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Petal & Post ships flowers that arrive standing up
A flower subscription needed a box that keeps bouquets upright through a courier network. A folded vase-lock did it.
Order
9,000 boxes a quarter
Result
Returns down 64%
Speed
10 days to delivery
The box
Tall white E-flute box with a vase-lock insert
Upright or nothing
Couriers don’t read ‘this way up’. Petal & Post needed bouquets to stay upright even when the box didn’t.
The vase-lock
An E-flute insert folds into a collar that grips the stems’ wrap at two heights. It ships flat inside the box and pops up in one move.
Printed for the moment
White outside with a small wordmark, a full-colour floral print inside. The reveal is the point.
Results
Complaints about damaged flowers fell 64% in the first quarter. Unboxing videos tagged with the brand tripled.
Elise Laurent, founder
