Case Study:
Creating a Premium Packaging Experience for SHMUSH, a Daily Wellness Routine
AE Global partnered with Shmush to develop a packaging system that transformed a daily wellness program into an intuitive consumer experience. By organizing the product into clearly defined morning and evening routines and pairing that functionality with premium presentation, the team created a scalable packaging solution ready for commercialization.
The Challenge
The success of the Shmush wellness program depended on more than the product itself. The packaging needed to educate consumers on the daily use schedule, simplify the experience, and create confidence in the regimen from the moment the box was opened.
At the same time, the brand sought to establish a premium presence in a competitive pet wellness market. The packaging had to align with existing brand guidelines while elevating the customer experience through thoughtful structure, materials, and presentation.
The Approach
AE Global developed two premium rigid-box concepts built around a shared internal tray architecture designed to support a complete 28-day wellness program.
Each concept utilized custom vacuum-formed trays to organize breakfast and bedtime biscuits into clearly defined daily sets, making the regimen easy to understand and follow. By creating a consistent internal system across both concepts, the team was able to evaluate multiple structural directions while maintaining a seamless consumer experience.
Concept A1 featured a square rigid-box format with vertically stacked trays, creating a substantial, gift-forward presentation. Concept B1 utilized a rectangular structure with side-by-side tray placement, offering a streamlined profile and a more compact merchandising footprint.
After review, Shmush moved forward with Concept A1.
Conclusion
The result is a premium packaging platform that supports consumer adoption and future brand growth. The structure effectively balanced product organization, premium presentation, and customer usability. By clearly separating morning and evening servings into an intuitive daily routine, AE Global helped Shmush simplify product use while elevating the overall brand experience.
“AE Global helped us turn a simple daily wellness routine into a premium packaging experience, with strong render output, fast development, and a clear path into prototyping and production.”