Spotify

BRAND EXPERIENCE IN A BOX

To support the launch of Spotify’s VIP Program in the UK, we designed an elevated unboxing experience that positioned the program as a modern, access-driven community for brand ambassadors. Inspired by the atmosphere of a private members club, the mailer introduced a world of exclusivity, benefits, and backstage-level belonging. A secret book-box–style vessel set the tone for discovery, wrapped in a custom branded sleeve secured with a wax seal featuring Spotify’s iconic Bug logo. Once opened, recipients encountered a sleek black-on-black VIP mark in foil emboss, leading into an experience that encouraged social sharing, excitement, and a sense of being chosen.

DESIGN DETAIL SPOTLIGHT

A bold palette of red and black—drawn from the core Spotify VIP identity—anchored a look and feel that was contemporary, cool, and unmistakably premium. Luxury typography, refined graphic layouts, and foil-embossed VIP iconography brought tactile sophistication to the interior collateral, while custom packaging tape echoed Spotify’s audio waveforms, extending brand storytelling across every touchpoint. Inside, a heavy-weight metal membership card with laser-engraved detail and QR integration served as the hero item, paired with a recycled nylon lanyard inspired by backstage access credentials and additional exclusive merch, including a premium hoodie and custom device accessories. Each element was intentionally crafted to make creators feel valued, connected, and part of something that lives beyond the platform.

RECIPIENTS

Delivered on a rolling basis throughout 2024-2025, the Spotify VIP Program launch mailer reached 300 creators across the United Kingdom, representing a diverse roster whose voices shape culture on and off the platform. Designed for social amplification, the unboxing encouraged recipients to share their access moment, driving intrigue, awareness, and momentum for the program’s debut and establishing VIP membership as a coveted tier within the UK creator community.