Smartbox is specialized in gift boxes. Smartbox Group, which launched the concept of offering experiences in boxes, is also present in Belgium, Netherlands, Italy and Spain. Today, the brand is the European leader on the market.
Collaboration between CBA and Smartbox began in 2013, when the repositioning of the brand started. Facing a very competitive market, on which being different is imperative, Smartbox has no choice but to evolve: the brand has to offer a specific and unique experience to the buyers and to the consumers that are going to live it.
On the gift box market, what does determine the choice of the buyers and the consumers? This main question took CBA to establish a strategic positioning for Smartbox, a positioning that also became the signature of the brand: “Smartbox, le cadeau à vivre” meaning “Smartbox, the gift you live”.
The gift starts when the consumer opens the box. It is therefore at this very moment that the client’s experience starts. This is when the challenge for CBA begins, making this experience unique and distinct from Smartbox competitors’ offer.
CBA imagined a declination of the concept « le cadeau à vivre » on every media of the brand. First of all, on the logo: delivered from its
black frame and decorated with a multicolor strip that expresses the seven universes of Smartbox.
Then, the concept was also declined on the packaging and therefore on the box, the voucher (to make your reservation), and the cover of the inside leaflet. Altogether, 94 references in France have been reviewed by the agency, and now emphasize on the brand experience, leaving behind dispensable old codes, and simplifying the choices of the buyer by communicating essential information, that will allow him to choose the perfect present he wants to offer!
CBA also worked on the overhaul of the brand identity, and on the packaging and merchandising of La Vida es Bella on the Spanish market, and of Bongo and Cadeaubox in Belgium.
Since two years, CBA is in charge of the activations in stores during important times of the year: Christmas time, Valentine’s Day, Mother’s day and Father’s day, with impactful theatricalisation, from a simple display to an entire block inside the shop.