During the 3th edition of the Brand Revolution Lab, we initiated an innovative project for the packaging restyling of the iconic brand E. Marinella. This initiative blends tradition with innovation, focusing on design, customer experience, and the use of virtual reality to strengthen the brand’s identity and enhance customers interaction.

The project was carried out in collaboration with O, Nice! Design Studio to reimagine the packaging of Marinella ties. The goal was to convey attention to detail and craftsmanship excellence, hallmark traits of the brand for over a century. We adorned the exterior of the boxes with the brand’s historic patterns and included a personalized card inside with information on the tie’s creation and packaging, enriched by a video of the tailor’s workshop accessible through augmented reality.

The introduction of augmented reality and UV invisible ink printing has made the unboxing experience unique and immersive, bringing customers closer to the in-store purchase experience innovatively. These technologies not only enhanced the consumer experience but also effectively communicated the history and values of E. Marinella, reinforcing the brand’s identity and its connection with Italian artisanal tradition. To further detail the work done, a landing page was created with all the details related to card selection, embellishment, and printing techniques.