Out of The Box Proof: the red envelope treatment
In the early 2000’s there was a fabulous gift company called Red Envelope. Clearly, a groundbreaking company for its time, Red Envelope had exquisite gifts no matter who you were looking to buy for.
These best part about their gifts was the packaging. Redbox, white double satin ribbon, and a red envelope. And on the card inside it told the story of the red envelope. How it is believed in the Chinese culture that red brings energy, happiness, and good luck. And by presenting a gift in the red envelope, it was believed to bestow more happiness on the receiver.
Almost 20 years later, I still remember that detail. And even though the brand has long gone been sold (and destroyed) that detail is something that has stuck with me.
What type or “red envelope” detail do you have in your brand? And with today’s Instagram worthy lives, how can these details be shared and in turn influenced by more than just the receiver?