Moonlight Packaging System
Moonlite Storytime needed to redesign the packaging for their unique single story product. The end results, both impressive and effective, elevated the product to a dramatic degree.
The Client
Moonlite offers a unique blend of technology and tradition to transform storytime into a captivating, multisensory adventure and is the perfect choice for creating an enchanting bonding experience for both caregiver and child. Moonlite Storytime, the recipient of over 14 industry awards, is a unique projector and app for your smartphone, and is primarily a direct-to-consumer product with a Shopify site, an Amazon store, and a brick-and-mortar presence.
The Problem
The existing Moonlite packaging included single-disc story packages and five-disc story collections. The two formats looked too similar in both design and color palette. There was also a lack of distinction between the more than 60 individual stories because the licensor art was subordinated within the template and used at a minimal size. These combined factors added up to a weak brand identity, a confusing market presence, and packaging that generated little visual excitement and customer recognition.
The Objective
Craneco. Studio was asked to create new packaging for Moonlite Storytime that would showcase the product, enhance perceived value, and position it as something other than a toy, as it is designed to be used by an adult or caregiver together with a child. Our goal was to create a visually engaging packaging system that would appeal to the more sophisticated sensibilities of the target customer: upper-middle-class, suburban mothers and caregivers who actively seek out meaningful activities to share with their children.
The Strategy
Our approach was to design a modular packaging system. We proposed separating the story discs currently grouped into collections and giving each story its own individual package. This naturally left the projector, the driver of the Moonlite experience, in need of its own dedicated home. To solve this, we proposed a package that would function as both a permanent protective case and a display piece. The intent was for this modular system to be displayed as a cohesive collection on a bedroom or playroom shelf, upgrading the product’s stature to something genuinely desired and treasured.
The Implementation
Due to time and budget constraints, we focused on modifying the existing package structure to meet our objectives. Working with the overseas factory, we streamlined the single-story packaging to look more like a book and less like a toy.
Here’s what we changed:
- Shifted focus onto the licensed property by introducing a full-bleed cover that takes full advantage of the equity inherent in the well-known licensed branding and artwork
- Reduced the interior injection-molded plastic to make the spine of the “book” thinner and lighter, lowering plastic usage and reducing both manufacturing and shipping costs
- Developed a new Moonlite logo lockup featuring a rendering of the story disc
- Introduced squared-off, more book-like corners
- Designed and produced over 70 unique package layouts following the updated specifications
We also recommended creating a dedicated case for the projector, believing that the central driver of the Moonlite experience deserved its own home — with a transparent window so the projector could be seen at retail.
Additionally, Craneco. advised Moonlite to make the projector available as a separate purchase, allowing fans to buy just the projector and fully personalize their collection by choosing individual stories à la carte.
Craneco. Studio recommended creating a case for the projector, believing the important driver of the Moonlite experience should have a dedicated home. The first production run included a transparent window so the projector could be seen. The window was eventually removed to decrease cost and a “free story” was loaded into the projector for added value.
Craneco. also advised that the projector be made available as a separate purchase. Moonlite fans were finally able to purchase just the projector-making it possible for a customer to completely personalize their purchase by choosing their favorite individual stories with separate projector.
After a year of life, we put our package on a diet and slimmed it down to half it’s depth by removing half the interior vacuum-formed blister. Shipping costs fell dramatically as did the overall use of plastic in the package.
The Results
For Customers–MORE ART & MORE CHOICE
Moonlite offers a fun, colorful, eyecatching array of stories that can be collected into a library. The packaging celebrates children’s storybook art in a way the previous system never could. Because each individual package is so unique, prereading children can now easily “read” the cover (by way of licensor art and logo) and participate in the story selection with the parent or caregiver. The packaging forms a modular system that sits attractively on a bedroom or playroom shelf. The introduction of the separate projector for purchase allowed customers to fully personalize their purchase, fundamentally changing the way people shop the brand.
For Moonlite–A WIN ON MANY FRONTS
Craneco. Studio helped Moonlite realize greater value from its licensed properties, boosting the ROI on their licensing contracts. The new, lighter packaging reduced shipping costs. Our recommendation to sell the projector separately now accounts for one-third of all Moonlite direct-to-consumer orders. It also made custom bundles possible, which have become the most popular way to buy Moonlite.
The new packaging system is highly recognizable and performs exceptionally well across a variety of sales environments, most notably in user-generated content advertising. The brand refresh earned Moonlite premier positioning on Amazon and featured placements on Good Morning America, CBS, and QVC. Moonlite went on to become the most awarded children’s storytime product, with over 14 industry honors, and the fastest-growing company in Amazon’s Learning and Educational Preschool category.