Somewhere Good: App Launch
Somewhere Good is a revolutionary new app that brings a unique experience to users through audio conversation threads under the theme of thoughtful prompts and individual worlds. To bring this experience to the physical world, we created a mailer that expresses the thoughts and feelings of Somewhere Good through drawers. We vinyl wrapped a utility drawer and filled it with materials that help celebrate and further engage with the brand. Each drawer spoke to the different worlds and broke down the functionality of the app.
Drawers included a plexiglass intro card, mini microphone, an instructional guide that doubled as a bookmark, seeds for planting, a book by Anais Duplan, and a USB filled with radical reading materials. A plush cloud pillow by Original Rose was included in the forth drawer with a tab to tap that drove them directly to the iOS App Store to download the app. The final drawer was locked via a timed lock that delayed gratification for recipients before they got their branded goods, including a dad cap, keychain, and prompt card deck. The drawer was wrapped with a branded belt that held down a custom quilt, all speaking to the core values of the brand.