Blami Chalk Markers: Packaging Redesign to Improve Click-Through in a Crowded Market
With the product logo already locked in due to manufacturing constraints, I focused on redesigning the Blami chalk marker packaging to stand out in thumbnail form on ecommerce platforms like Amazon. The goal was to increase visibility and appeal at a glance — helping the product compete more effectively in a saturated category.
Blami is a brand that sells chalk markers exclusively on Amazon. My role in this project was to redesign the packaging to enhance visibility and appeal in a competitive online marketplace. Since product thumbnails play a crucial role in driving conversions, the redesign focused on making the packaging more eye-catching and legible at small sizes.
As part of my approach, I conducted a competitor analysis to identify gaps in the market. I observed that most competing brands had generic, text-heavy packaging that blended together in search results. To differentiate Blami, I introduced a playful mascot on each product box. Studies suggest that human-like figures naturally attract attention due to our brain’s tendency to prioritize faces in visual processing (a phenomenon known as face pareidolia and supported by research in eye-tracking studies). This strategic addition helped Blami stand out while reinforcing a fun, approachable brand identity.
Additionally, I made strategic decisions about what information to include on each side of the box to maximize key selling points while maintaining clarity and impact.
Key Contributions:
Packaging Design – Created a visually compelling, high-contrast design optimized for Amazon thumbnails.
Copywriting – Crafted clear, persuasive messaging to highlight product features and benefits.
Competitor Analysis & Brand Differentiation – Studied competing products and identified opportunities for Blami to stand out.
Strategic Content Placement – Determined the most effective way to distribute information across different sides of the box.
Mascot Integration – Introduced a human-like figure to draw attention and enhance brand recognition.
Brand Refresh – Gave the brand a modern, engaging look while keeping the existing logo intact.
