Blue Nile is based in Seattle, Washington and is one of the world's leading diamond jewellers online. The label offers a plethora of designer and graded diamonds, and functions on an intuitive software that offers secure shipping -- ensuring that it translates its ethos of making diamond buying as simple as possible. Blue Nile works with creative agency CRP to upgrade its packaging in order to reflect its values of sophistication while keeping shipping costs and material waste minimal.
The result is the development of a new unboxing experience as captivating as the diamonds themselves. The plain cardboard box becomes a completely customized experience with a jewelry pouch, speciality papers and a custom sized ring box. The box includes a customized space for the items to store flat within the weight requirements in order to maximize efficiency.