Package Design Exercise

Purpose

The Package Design Exercise asks teams to imagine their product is sold in a store and to design the packaging. By creating a physical box with a name, tagline, key benefits, and imagery, the team must prioritise what matters most to the customer. It surfaces disagreements about positioning and creates a tangible artefact that aligns the group on value proposition.

At a glance

How to run

1. Introduce the exercise (3 min): Explain that each team will design a product package that would make a customer pick it off the shelf.
2. Design the box (25 min): Each team creates their box using craft materials. Front: product name, tagline, hero image. Back: top 3 benefits, endorsements or quotes. Sides: features, requirements, "ingredients".
3. Pitch (8 min): Each team presents their box as if in a store, "selling" it to the room.
4. Debrief (4 min): Compare boxes. What benefits appeared on every box? Where did teams diverge? What does this reveal about the value proposition?

Materials needed

• Empty cereal boxes or cardboard blanks
• Markers, coloured paper, scissors, glue
• Stickers and craft supplies
• A table per team

Pitfalls & common mistakes

• Feature lists instead of benefits: Remind teams to write benefits ("Save 5 hours/week") not features ("Automated reports").
• Perfectionism: The box is a thinking tool, not an art project. Set expectations.
• Skipping the pitch: The selling moment forces clarity. Do not skip it.
• No debrief: The comparison across teams is where alignment insights emerge.

Inclusion & accessibility

• Provide pre-cut materials for participants with limited dexterity.
• Allow digital box design (slides or Canva) as an alternative.
• Ensure craft supplies are varied (not only colour-dependent).

Variations

• Product Page: Design a landing page instead of a box (better for digital products).
• Competitor Box: Design the box for the competitor's product to understand differentiation.
• Customer Box: Have customers design the box to see what they value.

When NOT to use this

• When the product is too abstract for a retail metaphor (e.g., internal APIs).
• When the group needs analytical rigour, not creative exploration.
• When key decision-makers are absent and the output may be disregarded.

Source & further reading

• Luke Hohmann, *Innovation Games* (2006)
• Gamestorming: Product Box
• Strategyzer: Value Proposition Design