Atoms "Everyday" Shoes Packaging | 2019-2020

Designers: Whipsaw, Inc., San Jose, California, USA
Manufacturer: Atoms, Brooklyn Navy Yard, New York, USA

The Atoms shoe packaging offers a new way to buy shoes, try out several sizes, and return the ones that don’t fit. The biggest problem people experience when purchasing shoes online is that they often don’t fit properly. You then need to return them, which burdens sellers with extra shipping costs. Double shipping is also harmful to the environment. With Atoms, you order your estimated shoe size, and it comes with two extra pairs: a half
size up and a half size down. Try them all on, keep the one that fits best, and return the other two in the same box. You get your exact fit the first time, and the seller doesn’t have to resend another pair.

The package telescopes down and re-seals to snuggly enclose the two pairs of returned shoes. Each shoe box is a minimal cubic enclosure with a huge graphic for easy identity. Design Innovation The Atoms shoe packaging innovates on every level—product, service and experience—and it’s the first of its kind. The critical problem we needed to solve was how to efficiently ship three pairs of shoes and return two, while simultaneously elevating the Atoms brand and the user’s unboxing and returning experience. Traditionally, this would be done via generic shoe box designs and two separate shipping boxes.

This system isn’t simply a shoe box redesign, but an entire packaging system that works together, from distribution to unboxing to return. Returning shipped goods is a huge pain point for many online shoppers, and it’s also expensive for retailers. The Atoms packaging system consists of a unique telescoping outer shipping box that contains three identical shoe boxes. The outer box has a pull tab around it, which is used to open it. Once your shoe selection process is complete, returning the non-selected sizes is simple. Place the two extra shoe boxes back in the original shipper bottom, then telescope the original top down, affix the adhesive strips and shipping label, and schedule a pickup. The shoe boxes are innovative in several ways too. The top and bottom are identical parts. Unlike traditional shoe boxes which have an overlapping lid lip, Atoms’ two halves are flush,
which allows them to slide right in and out of the shipping box. Each shoe box half is held together by a small magnet.

Benefit to User
Atoms’ customers benefit from the completeness of its packaging design. The shipping box is both inconspicuous and smaller in size, making it less likely to get stolen and easier to handle. Its tear-away strips take the fuss out of opening the package. The seamless box design is held together with a simple band which allows for ease of removal and a novel and premium experience.

The clearly labeled shoe sizing on the boxes helps identify which boxes are what sizes, and the clamshell design keeps each pair upright and organized. The fact that the return shipper is the same as the original shipper also removes the need for users to assemble another
box, or discard the original box. This means it produces less waste. By shrinking the size even further and providing easy-to-use adhesive pull-away strips to re-seal the return shipper, the customer is given a seamless reboxing and return experience.