Start-up brand Cornerstone has introduced a new concept to the male grooming market in the UK. Cornerstone has developed its own razor and collection of men’s shaving products and sells the range over the Internet via a subscription model. Cornerstone describes the concept as the “perfect shave on a flexible, regular subscription.”
A key part of Cornerstone’s strategy is to target customers who are time-poor but who place value on high-quality, well-designed products. This meant the packaging had to be able to withstand the tough conditions of the postal system—a key part of the e-commerce supply chain—but would deliver a unique and eye-catching brand experience when landing on consumers’ desks or doorsteps.
Taking into account the importance of the packaging, Cornerstone worked with carton converter Alexir Partnership and branded packaging specialists Path Designs to develop a carton that was not only structurally sound, but could also be used to display the products at their optimum. A locking tab is included on the bottom of the inner carton to prevent it from fully detaching from the outer carton. Two sections on the glue flap are left glue-free to allow the tabs to slip underneath and lock in. Due to the thickness of the kraft board, the cartons were run through the machine twice to position the glue. As a result of this locking mechanism, the Cornerstone products can be presented to the customer in an attractive box with the Cornerstone branding at equal height from the bottom of each product. It also means the box can be easily re-assembled to make it easy for customers to carry.
