ThredUp Packaging

Refreshing an iconic pattern

From the start, ThredUp’s iconic polka dot boxes were always eye-catching and easily recognizable at post offices and doorsteps. After ThredUp’s rebrand in 2020, we wanted to refresh the packaging, but maintain the brand equity built with the signature green dots. 

We interviewed customers to understand what they liked and didn’t like about the existing packaging. Customers loved reusing the boxes & tissue paper. However, between our taglines, a welcome booklet, and CEO letter, there was too much messaging. All the extra materials seemed wasteful as well. 

Our objective was to increase brand recognition, align with our sustainable values, keep a human element, and reduce operation costs with the update.

The evolved packaging

First, we played with the scale of the polka dots to add more movement and give the boxes a more dynamic face lift. Second, we added new taglines to the outside of the boxes to reinforce the good customers are doing by thrifting with ThredUp. Lastly, we streamlined all the extra loose elements in the box by printing our brand mission and eco impact statistics on the box flaps. Plus, the boxes, tissue paper, and sticker are all 100% recyclable now.

For smaller orders that came in polymailers, we still wanted the same storytelling and unboxing experience, so we included a small postcard with the mission and eco stats for all first-time orders.