Hulu: How to Die Alone

“How to Die Alone” follows Mel, a JFK airport employee who’s never been in love and forgotten how to dream, until an accidental brush with death catapults her on a journey to finally take flight and start living by any means necessary. We wanted to create something that would encourage folks to take a leap of their own. To achieve that, Onyx Collective worked with Calpak to provide carry-on suitcases that we packed with plane snacks and all the essentials for a good flight.

Each CalPak case was branded with the series tagline "Buckle up" and strapped with a luggage tag with the same branding. Inside folks found a letter from Natasha along with the series key art and a plethora of goodies to search through. Gifts included a branded Mophie phone charger, Bell Hooks "All About Love" novel, and a pack of Topicals skincare. We also designed a branded Hulu passport featuring character photos and faux "customs stamps" inside a passport holder. But the star of the package was the ōura ring and the branded Anxiety-Free kit. This kit included calming mushroom gummies, an Airfly headphone adapter, chewing gum, sanitizing wipes, and a mini fan. Everything recipients need for their next flight! Customary plane snacks (pretzels, biscoff, corn nuts, and plantain chips) were also used as a fun substitute to pack filler, serving as a bed for the gifts to lay on, and rounded out the experience.

To complete the branded moments, we create custom shipper boxes that resembled the Ümlaut box as seen in the show. This featured the series title, network and show logos, faux closet imagery, and was sealed with "Buckle up" branded shipping tape.