Creating Walmart’s first “phygital” packaging design

Lucidity Lights Inc.
Creative Director (Packaging), and Go-to-Market Strategist

As Creative Director at Lucidity Lights, I oversaw four international DTC lighting brands sold at Target, Walmart, Home Depot, and Lowe's under private labels, including Better Homes & Gardens and Mainstays, both exclusive to Walmart.

For Walmart's BH&G and Mainstays lines, I led multiple comprehensive packaging redesigns that captured attention from the aisle and drove increased sales by combining elevated composite lifestyle imagery, informational graphics, and interactive QR codes to create a first-of-its-kind "phygital" (physical and digital) consumer experience.

Packaging box for a Victorian style floor lamp with a bronze finish, showing an interior living space with a yellow armchair, a small side table with a flower vase, wall art, and the floor lamp.

The approach

I wanted the products to not only stand out on the shelf, but also to connect the retail shopping experience with digital. After all, the packaging can’t include too much information, or it will feel cluttered and less premium.

  • Include informational graphics with clear dimensions to reduce friction in the path to conversion. We knew from research that consumers were often unsure of how lighting fixtures would “fit” in their space; this resolved that uncertainty.

  • Highlight key features with visual “callouts” on the side of the package, creating a “zoomed in” experience that consumers are familiar with from the web.

  • Incorporate a QR code that drives to the Walmart product detail page (PDP), to provide additional details on special features, showcase product videos, and critically, capture the visitor’s browser cookie to enable dynamic retargeting ads. While Walmart’s team didn’t share specific performance results, they did share that this approach was very effective in driving conversion for those who were in the consideration phase.

  • Create elevated composite (vs. studio-shot) lifestyle imagery, which was better for production timelines and budget. Our team’s talented packaging designer, Andrea Erekson, created the images and overall packaging design, adhering to Better Homes & Gardens’ strict brand guidelines.

These innovative enhancements:

  • Connected the retail and e-tail (e-commerce) shopping experience for consumers through the use of QR codes and strategic landing pages

  • Unlocked dynamic digital retargeting ad capabilities from a print channel, a first for Walmart’s packaging

  • Improved customer engagement and sales, both in-store and online

A product advertisement for a Victorian style floor lamp with a bronze finish. The image shows the floor lamp's measurements, features, and design details including a frosted glass shade, ornate Victorian base, and a three-way switch for adjustable brightness.
The image features a modern living room with a yellow armchair, a small white side table with a tall vase of purple flowers, a framed abstract black and white art piece on the wall, and a floor lamp with a bronze finish and frosted etched glass shade. The top section displays the text "Better Homes & Gardens" on a gray background, and the bottom section describes the floor lamp as having a bronze finish, Victorian style, 5'10" overall height, a 3-way switch, adjustable brightness, and a frosted etched glass shade.
Interior room with a yellow armchair, a small side table with a glass vase and flowers, two framed art pieces on a white wall, a floor lamp, a white bookshelf with books, a gray rug and hardwood flooring.
Packaging box for a Victorian style floor lamp with bronze finish, showing a living room scene with a yellow armchair, a small side table with a vase of flowers, a modern art piece on the wall, and the tall floor lamp with a frosted glass shade.
Part of a living room with a white sofa and a blue pillow, a black metal corner shelf with potted plants and framed pictures, light pink curtains, and a light-colored rug.
Product box for a Mainstays 5' 9" Etagere Floor Lamp with a charcoal finish and frosted white shade, showing a photo of the assembled lamp and product details.

More Case Studies of creative excellence

  • Screenshots of PlayStation digital wallet customization interface showing several customized Visa game and character-themed credit cards, with navigation arrows and an 'Apply now' button.

    Sony PlayStation & Visa Acquisition Campaign

    View
  • A young woman with curly hair and gold earrings looking at herself in a mirror while holding a spoon and a bowl of ice cream in a bathroom with a marble countertop and a green wall.

    Brilli Wellness Lighting Lifestyle Photography

    View
  • Packet of natural cat litter with a picture of an orange tabby cat, green plants, and walnut shells on the packaging. Part of a white litter box and a black litter scoop are visible on a brown textured surface.

    Naturally Fresh Digital Creative Strategy

    View
  • A laptop on an orange surface displaying a webpage with the title 'Work hard. Rest hard.' and a menu bar with options including Work, Insights, Culture, Contact, and a search icon. The webpage features black and white images of people working on video calls and in office settings.

    Pathfinders Advertising Digital Growth Strategy

    View
  • Multiple electronic devices including a desktop monitor, laptop, smartphone, and tablet displaying the same website for Troyer Group, with a white background.

    Troyer Group Architectural Firm Digital Strategy

    View
  • A workspace with a MacBook Pro laptop displaying a website for Brilli, a smartphone showing the same website, and a potted plant with large green leaves on a windowsill in the background.

    Brilli Wellness Lighting Brand & Digital Strategy

    View
  • Interior of a dining room with a wooden table, white and upholstered chairs, large windows, plants, and modern lighting fixtures. A smartphone in the foreground displays a furniture website with images of dining chairs and matching tips.

    Joss & Main Email Strategy & Design

    View
  • Close-up of a smartphone showing the time 9:41, with signal, Wi-Fi, and battery icons on a gradient background.

    Brilli Wellness Mobile App Product Management

    View
  • Close-up of a person using a mirror to touch up their lipstick with their finger, with the brand name 'brillii' visible on the mirror's base.

    Brilli Wellness Lighting Video Direction

    View
  • A box of bright charge up 75W LED light bulb against a blue background.

    Brilli Wellness Lighting Social Media Strategy & Influencer Management

    View
  • Product packaging for a Victorian style floor lamp with a bronze finish, showing a living room scene with a yellow armchair, a small side table with a vase of flowers, artwork on the wall, and the lamp turned on.

    Better Homes & Gardens (Walmart) Packaging Design Direction

    View
  • Smartphone displaying a webpage about Brilli Charge Up LED light bulbs, surrounded by multiple boxed bulbs and unboxed LED bulbs on a blue background.

    Brilli Wellness Email Strategy & Design

    View
  • A product packaging box featuring a smiling woman sleeping on a bed, with text promoting wellness benefits like better sleep, stress reduction, mood boost, and energy. The box also shows some statistics and pricing information.

    Brilli Wellness Lighting Packaging & POP Design Direction

    View
  • Yellow background with two white LED bulbs, one in a box labeled 'brilli wind down 75W', a black eye mask, a white mug of tea, a yellow quilted blanket, green leaves, a tea bag, and a string.

    Brilli Wellness Product Photography

    View
  • A yellow mid-century modern loveseat with wooden legs set against an orange and white background.

    AllModern (Wayfair) Art & Animation Direction

    View

  • Protective's ADA Insurance for Dentists Digital Transformation

    View