The BoxMaker Helps The Peep Show® Deliver a Premium Packaging Experience
In consumer products, packaging is crucial for creating a lasting first impression. For The Urban Bird, a Seattle-based startup founded by Steve Gray in 2020, this was especially true with their award-winning product, The Peep Show®, a stylish, modern birdhouse designed to follow strict ornithological guidelines while incorporating cutting-edge features – including an optional HD wireless camera. The Peep Show® offers a unique blend of nature and technology, and the packaging needed to reflect this combination.
Challenge
When Steve Gray launched The Peep Show® – inspired by a birdhouse his father built during Steve’s childhood – it quickly became a hit. Featured on Shark Tank in 2023 and awarded a Red Dot design award, The Peep Show® demanded packaging that would reflect its premium price and status.
Unlike traditional birdhouses, which typically come with minimal packaging, Steve wanted something more elevated that would also serve his direct-to-consumer e-commerce business model. The packaging needed to signal The Peep Show® as a technological marvel, while also meeting strict shipping, weight, and sustainability requirements.
After initially working with Fantastapack, The Urban Bird's growth pushed them to seek a more comprehensive solution. The BoxMaker, Fantastapack’s parent company and a leader in custom packaging solutions, became their partner of choice.
Solution
The BoxMaker offered The Urban Bird a combination of expert structural design, just-in-time inventory management, and high-quality, digitally printed packaging.
Structural Design and Shipping Protection
To prevent shipping breakage, The BoxMaker designed a custom foam insert that securely cradles the birdhouse. This design has resulted in zero returns to-date due to shipping damage. Additionally, The BoxMaker re-engineered the packaging dimensions and reduced its weight, saving The Urban Bird approximately $3.50 per unit in shipping costs – achieving a 15% overall savings on product shipping.
Premium Look and Feel
Steve wanted a more refined appearance for The Peep Show®. The BoxMaker delivered digitally printed packaging on coated corrugated material that reflects the product’s premium nature. Designed to feel like a gift, the packaging enhances the customer experience and reinforces the value of their purchase. Lori Greiner of Shark Tank even praised the packaging, calling it “incredibly clever.”
Sustainability
Sustainability was a key requirement for The Urban Bird. The BoxMaker designed packaging that is 96% curbside recyclable by weight. Digital printing technology eliminated print plates, reduced waste, and used fully recyclable inks. The local proximity of The BoxMaker’s facility to The Urban Bird’s manufacturing site further minimized carbon footprint, reinforcing the company's commitment to sustainability.
Local and Personalized Service
The Urban Bird, a small company without warehousing, benefited from The BoxMaker’s staggered deliveries and lower volume minimum order requirements. This flexibility allowed the startup to manage storage and finances effectively. Personalized service, including a dedicated sales representative, ensured expert guidance on packaging decisions, allowing The Urban Bird to focus on product development rather than packaging logistics.
Results
With The BoxMaker’s help, The Urban Bird has positioned The Peep Show® as a premium product. The carefully crafted packaging protects the product during shipping and delivers an exceptional customer experience. By saving thousands in shipping costs and aligning with their environmental goals, The Urban Bird has created a packaging solution that reduces overhead while supporting sustainable practices.
