The ecommerce packaging dilemma: brand visibility or discreet delivery?

As ecommerce and DTC brands fight to make every doorstep delivery work harder, packaging has become the new shopfront; the first physical touchpoint a customer has with a brand.
For many retailers, that’s meant bolder boxes, slicker unboxing moments and packaging designed to be shared. Whether it is the famous Tiffany Blue – which is copyrighted – or Hermès Orange, heritage brands have used their packaging as walking advertisements for years.
Ecommerce pure-plays often w