Directed consumer start out, which are mushrooming like crazy, typically don’t have retail spaces. Most start out as e-commerce businesses. What is becoming really important for these brands is the unboxing experience. Boxes are always part of the packaging design, but until now there wasn’t an emphasis on the step-by-step Unboxing journey. Direct to consumer packaging has a lot of limitations due to the shipping process; its always a corrugated box, and you can’t get creative with shapes. So companies are adding a lot more inside the box to make the unboxing experience – Which last perhaps a minute interesting. And designers are being asked to consider: What does exterior of the box say ? Is there a logo on it? And once you open it up, what do you see? What is a product Wrapped in ? Is there a message inside? When you take the tissue paper out, what do you see before you get to the product – is there a sticker ? Some swag? it’s a whole new design process?