Nuudii System offers grab-and-go “boobwear,” or bra alternative, that gives women an option between wearing a bra and going braless.
Nuudiis are hardware-free and made of 73% nylon and 27% spandex. Since the product is compact and only weighs 1.5 oz, it’s not sold or displayed in retail like typical bras. Instead, Nuudiis are sold packaged and sealed on retail shelves, online, and in special vending machines found in airports, spas, and other retail spaces.
Given the product’s unique shape and retail goals, Annette Azan, founder and CEO, realized the company needed to come up with a package that lent itself well to the places Nuudii wanted to sell into. The company also wanted the packaging to have a premium feel, enhanced branding and printing capabilities, and a sleek look, which its original package lacked.
“We started with plant-based corn packaging, but it was just really simple,” Azan says. “It wasn’t ideal. The corn packaging is a little crinkly, and it can crease. The bags were also non-branded, but we knew we needed to take Nuudii in a different direction. The packaging was a critical part of the branding because Nuudii will never be sold outside of a package or hanging on a hanger in a store. The packaging we have today took a year to develop because we couldn’t find anything that protected the product, that was sealed, and that allowed fine printing. We have printed photography and a size chart on the package. Because Nuudii is small, we needed to have the ability to fine print without losing quality. We were having some huge hiccups with finding fine printing on plant-based packaging.”
In March, Nuudii System launched updated, biodegradable, plant-based packaging, helping the company to transition to the desired retail channels. Australia-based Grounded Packaging supplied the pouch, which is made from sugar cane. The package is soft to the touch, something Azan said was important to communicate the experience users will have when they put on a Nuudii.
“It’s beautiful, soft to the touch because this is an intimate product, right? You want all the sensory things that come along with it to take place for consumers,” Azan says. “The color isn’t a stark white, it has milkiness to it, which again, from a sensory point of view, nothing is stark. Everything feels luscious. The whole packaging makes you feel like this is a little bit of a luxury to have.”
The package allows the product to be sealed completely. A hole on top of the package allows it to be hung in retail spaces and in vending machines. The back of the package has detailed graphics showing women the different ways they can wear the product, as well as a sizing chart. The brand was able to enhance its branding and commitment to sustainability with the new package design.
The package is 100% recyclable. For every one of the pouches made, the packaging supplier Grounded pledges to remove the equivalent weight and plastic from the oceans.
Adds Azan, “On the back of the packaging, we include information about how it’s made from plants and recyclable.”
