Amazon
Packed with personality
Giving Amazon’s packaging updates a cast of their own
Amazon was changing how it packaged and delivered products. Important work, but not exactly the stuff people stop scrolling for.
I created Mae and Carty, two characters who could make packaging changes simpler, friendlier and a lot more watchable.
Less packaging, more smiles
Instead of treating every update as another announcement, Mae and cARty gave Amazon a familiar way to talk about everything from reduced packaging to zero waste. They could explain the news, react to it and give a functional story some life.
Delivering Smiles
Updating the existing chatbot and injecting some personality by introducing the characters as helpers.
cARty: Lets users bring the characters home by turnings the packaging smile into an AR marker on Instagram.
Announcement posts tell everyone about the latest packaging innovations delivered by the duo interacting with the news.