We spoke with Jieun Nam, Head of Product Planning at Medicube, about how Invercote helped transform protection, precision, and brand experience.
What motivated you to renew the packaging?
“Our first magnetic one-touch box looked neat, but in reality, manuals slipped out, corners dented, and devices were sometimes damaged in transit. It didn’t live up to the promise of a premium device. We needed packaging that could truly protect while enhancing the customer’s first touchpoint with the brand.”
What were your main objectives?
“Two things: safety and experience. Customers should feel confident their device is safe, and at the same time, the act of opening the box should feel like unwrapping something designed with precision and care.”
What challenges did you encounter during development?
“The hardest part was merging function and storytelling. A box that is only protective feels cold, while one that is only beautiful may fail during shipping. We wanted both.”
How did you redesign the structure?
“We completely renewed it with a top-and-bottom rigid packaging. When you open the box, you first see a smaller box containing the manual and charger. This was arranged to protect the device's head while also building anticipation. It was designed to be a staged unboxing experience, not just a simple opening.”
Why Invercote?
“Invercote solved issues that other paperboards could not. We wanted the packaging to reflect the device’s delicate technology and aesthetics, and Invercote made that possible. Its dimensional stability is excellent, enabling us to create flawless right angles and a precise finish. We were able to create a box as professional as the device itself, with no warping or sagging. We could finally realise the precision and quality we had envisioned.”
“We could finally realise the precision and quality we had envisioned”
– Jieun NAM, Head of Product Planning at Medicube
Did Invercote bring benefits beyond structure?
“Absolutely. Print quality was a revelation. Previous paperboards produced a harsh whiteness that clashed with our subtle palette. Invercote rendered colours with natural brightness and depth, so our gray and white identity looked refined, never artificial. The texture also gave a premium tactile feel, reinforcing our brand values.”
What results have you seen since the switch?
“Damage claims dropped sharply, and customers now describe the packaging as ‘premium’ and ‘professional’. Even our designers felt liberated, knowing the material would faithfully carry every detail gave them freedom to be more creative.”
How does packaging fit into Medicube’s brand philosophy?
“For us, packaging is not decoration. It is the first handshake. It should instantly reassure customers that Medicube is about professionalism, trust, and precise solutions.”
How has this renewal strengthened your brand?
“It definitely elevated our positioning. The packaging itself now communicates the value of the device before it is even turned on. With Invercote, the first impression tells our story: premium, reliable, and designed with care.”