Description:

The psychology of unboxing is a journey, both for those experiencing it firsthand and for those watching. Studies have shown that unboxing experiences engage the sense of touch and trigger neurochemical reactions such as the release of dopamine. This reinforces brand loyalty, increases return on investment, and creates an emotional attachment between the user and the brand.

The sheer size of superyacht and grand prix sails makes the 'unboxing' process laborious and not at all glamorous. Doyle Sails are wrapped and shipped on pallets to protect them and ensure they are as consolidated as possible to reduce the impact of freight. Once the sails arrive at the boat, hardware is installed, sails are fitted, and sea trials are conducted by Doyle Sails and the yacht crew. The owner often isn’t involved at this point and misses the opportunity to experience an unboxing. The psychology of a person’s first impression has been compared to the impact of packaging from a branding perspective. The toolkit concept was born from the idea that the individual who made the purchase was missing out on an unboxing experience that could reinforce the brand loyalty that Doyle Sails resonates with its clients.

High-performance sails are top-tier and should evoke emotion and a sense of pride. Therefore, the Doyle Experience toolkits include a collection of carefully thought-out tools needed to set up your sails, all contained in a high-end matte black box with understated branding. The initial opening of the toolkit brings a luxe feeling—much like opening an iPhone box. With an iPhone box, the right friction and drag create a pause when you lift the top off. This concept influenced the soft magnetic closure on the toolkit. As you pull apart the magnetic closure, it creates the same deliberate pause. Upon opening, the inside of the lid reveals a personal message, welcoming the client to the Doyle family. The tools are lined up in custom-sized slots, ready for use, and finished in the distinctive Doyle yellow.