Lilly Pulitzer
From reusable in theory to better packaging in practice. When consumer behavior showed the brand’s reusable totes weren't being reused, IDP helped Lilly Pulitzer rethink their retail packaging program, transitioning to paper while reallocating the existing budget into a more elevated brand experience.
Project Overview
Lilly Pulitzer's rebrand introduced a new identity by Paula Scher and a new opportunity to rethink how that identity appeared across its retail packaging. Working alongside Lilly Pulitzer's internal packaging and graphics team, IDP supported concept development, artwork exploration, layouts, logo application and production, helping the team visualize how the new identity could translate across bags, boxes, gift packaging and garment bags before engineering the final program for manufacturing.
Reuse Only Works When People Reuse It
Before the rebrand, Lilly used laminated NWPP reusable shopping bags. The intention was simple: create a durable bag customers could bring back. Our work with the brand uncovered that even frequent customers requested new bags with each purchase. Instead of circulating through repeated use, the bags accumulated and because this material isn't accepted in curbside recycling, its end-of-life options were limited. The answer wasn't another reusable tote. It was to rethink the program around how customers actually behaved.
Designed Around Behavior
Customer research showed that reusable totes weren't being reused. IDP helped transition the program to paper shopping bags better aligned with how customers actually used and ultimately disposed of the packaging.
Spend Where Customers Feel It
By rebalancing the packaging program, budget could move into the details customers actually experience, bold neon inks, oversized gold foil and richly printed artwork that brought the new identity to life.
From Folding to Rigid Boxes
Lilly Pulitzer's previous folding-carton boxes were upgraded to foldable rigid structures and gift card carriers, giving the customer a substantially more tactile gifting experience while still shipping flat.
One Partner Across the Program
Paper bags, rigid boxes, gift packaging and garment bags are developed within the same program, allowing materials, color, artwork and production standards to be managed together rather than across disconnected suppliers.
WHAT FACTORY-DIRECT MEANS TO LILLY PULITZER
Better packaging didn't require a bigger budget. It required deciding where the budget mattered most.
Certified at Every Level
Independent certifications verify the materials, manufacturing systems, environmental management, and ethical standards behind production across IDP Direct's global factories.
Verified by SCS Global Services
Verified by SCS Global Services
Corporate sustainable rating
Environmental management systems
Ethical trade and responsible sourcing
See More of Our Work
How we created luxury without ink.
Multi-level embossing and engineering created a zero-ink, glue-free shipper.
How we reengineered a holiday gift set. Complex foil details with flat-packed paper inserts designed for premium skincare packaging.
How we engineered texture for beauty. Complex embossing for beauty packaging and protective pouches for professional tools.
How we made the bag work harder.
More capacity with less material, refined for each holiday program.
