Cheers to the shoe box!
February 2024 • 561 words • image © sj unsplash
One of the least recognised objects in branding is the shoebox. Yet it has the potential to be a very sustainable and long-lasting brand carrier.
A shoebox is first and foremost a transport packaging for a product that not only protects our feet, but also expresses our personality and style. Its simplicity and clear branding make it a perfect example of efficient design. With just a few elements - the brand logo, product information and perhaps a few stylish graphics - the shoebox manages to convey the brand's identity and be functional at the same time. However, this simplicity can lead to the box itself being neglected. It's sad that the shoebox is often left behind in the shoe shop after we take the product out. We take one look inside, decide it no longer has any value, and leave it behind. But in this apparent carelessness lies a missed opportunity to appreciate the cultural significance, the design and also the functionality of this everyday object.
A shoebox is more than just packaging. The perfect match of beauty and practicality. From the elegant shoeboxes of luxury brands to the plain shoeboxes of mainstream brands, each design tells a story and conveys a certain image. It was a silent witness to the first moment, our pride and joy in our new shoes. Of course, it can still serve as a place to store the shoes. But when the shoes finally move out of the box and into the shoe cupboard, it can begin its second life. As a place to store everything that is dear to us. From items of clothing and souvenirs to books and letters. Perhaps we keep our favourite T-shirts in it, which remind us of special events, or photos that remind us of past adventures. Perhaps the shoebox also serves as a collection point for important documents or as a hiding place for small treasures that we want to keep safe.
The versatility of the shoebox as a storage place is remarkable. It not only offers protection from dust and dirt, but also keeps our personal belongings tidy and organised. Thanks to their simple shape and structure, several shoe boxes can be stacked to save space and look good at the same time. The different designs give us orientation and guide us to the contents. Despite its wide range of uses, the shoebox repeatedly falls victim to our desire to avoid packaging and waste. But there is a great irony in this: the shoebox, which has so much potential for a second life as a storage place, is disposed of far too soon.
What my grandfather's empty cigar box was for me, my shoebox is now. We should see it as a commodity that puts any Ikea storage box to shame. It is not only a symbol of consumer culture, identity and design aesthetics, but also an environmental protector that helps us reduce packaging and waste. Perhaps we should give it a personality, see it as a friend that helps us store our personal belongings safely and protect the environment at the same time. The shoebox deserves more attention and appreciation. It is not just a container, but an indispensable part of our daily lives and a symbol of sustainability and environmental protection. May it once again be perceived as more than just packaging, as a precious object that we value and honour. As consumers and as brand creators. Because the longer it lives, the longer it keeps the story of the brand alive. //rb
