When packs become brand stories

Two packaging posts in two days.

But given how rare it is to see truly great packaging it's hard not to share when you find some.

This one is for online spectacles retailer Warby Parker.

The pics were pinched from Faris Jakob's blog where he shared his love for the packaging too.

What really excites me about this stuff is that the warmth and charm starts on the outside and runs all the way through to the last thing you read.

Really nice and very well thought out.

Much like a great direct mail pack.

There's a definite contrast between how Warby Parker mail things compared to most other online retailers.

Who seem quite content to simply squeeze their products into boring brown cardboard and then pop them in the post.