RHODE . PACKAGING AS CULTURE
A VIP mailer concept developed for Hailey Bieber’s 2022 launch of Rhode, designed to turn the brand’s first introduction into a sculptural, camera-ready unboxing experience with keepsake value.
The project became an early expression of a skincare brand that would go on to shape beauty culture and, in 2025, be acquired by e.l.f. Beauty in a $1 billion deal.
A VIP mailer concept designed as a sculptural unboxing experience for Rhode’s introduction to a highly curated audience. The envelope-style box opened to reveal an arched interior tray system, combining product presentation, social sharing and keepsake value in one quiet, camera-ready object.
THE SCOPE
Structural Packaging. VIP Mailer Design. Unboxing System. Printed Collateral. Keepsake Experience.
THE BRIEF
STRUCTURAL DEVELOPMENT
Structural explorations for a VIP mailer system, testing envelope-style openings, arched interior reveals, product trays and keepsake moments.
BRAND OBJECT SYSTEM
The concept expanded beyond the mailer into a full object system, including an arched product tray, printed story elements and shopping bag, all designed to feel minimal, tactile and instantly recognizable as Rhode.
ADDITIONAL RHODE LAUNCHES
Additional launch concepts exploring how Rhode’s packaging language could extend across new products, formats and unboxing experiences.
UNBOXING EXPERIENCE
Packaging designed to be opened, filmed and shared, creating moments that creators feel proud to show and consumers want to experience.
ON SOCIAL
