Amazon Influencer Program

BRAND EXPERIENCE IN A BOX

To celebrate the launch of Amazon Essentials x Sofia Grainge AW25, we created a gifting experience that captured the collection’s blend of elevated autumn elegance and playful, mother-and-mini charm. Designed for Amazon’s top influencers and publishers, the unboxing invited recipients into a world of curated mischief—sophisticated yet whimsically imaginative, echoing the seasonal spirit at the heart of the collaboration. A patterned bow box wrapped in dramatic, oversized velvet set the tone for wonder, while the experience layered product storytelling with visual delight to generate social buzz, creator excitement, and momentum for the collection’s debut.

DESIGN DETAIL SPOTLIGHT

The creative direction embraced the rich hues and patterns woven throughout the AW25 collection, grounding the mailer in a palette of cozy autumnal comfort with a refined, fashion-forward touch. Clean, sophisticated graphics were paired with playful illustrative accents—including Sofia’s beloved goose-with-a-necktie icon—printed across uncoated, textural papers for an elevated tactility. The patterned vessel, wrapped in an unapologetically oversized velvet bow, created a theatrical reveal moment designed for high-impact content. Inside, printed collateral took cues from chic winter soirée invitations—a refined gift note tucked into a structured envelope, complemented by festive hangtags that highlighted product details and enhanced the narrative of seasonal charm.

RECIPIENTS

Delivered in October 2025, the Amazon Essentials x Sofia Grainge AW25 mailer reached 60 key creators across the Amazon Influencer Program, spanning top OPS drivers, macros, VIPs, and leading publishers. Each unboxing was crafted to encourage social amplification, deepen engagement, and ignite consumer curiosity—bringing the whimsical sophistication of the collection to life through a gifting moment designed to be shared, remembered, and instantly recognizable.