Unboxing a Solution: How Imperial Cartons Helped VistaPrint Cut Product Breakage

The TLDR (Too Long Didn’t Read) Version

VistaPrint had a problem—too many broken coffee cups arriving at customers’ doors. Their existing packaging just wasn’t cutting it, leading to frustrated customers, mounting costs, and a logistics headache. That’s where Imperial Cartons stepped in.

We don’t just design boxes—we design solutions. Our team developed a custom "floating" packaging system that suspends each coffee cup within the box, preventing it from hitting the outer walls. No more direct impact means no more shattered cups.

The results? A massive drop in breakages, happier customers, lower costs, and a solid partnership built on real results. Because when it comes to protecting fragile products, talk is cheap—so we put our money where our mouths is and let the packaging do the talking.

• Client: VistaPrint, a provider of personalised printed coffee cups

• Problem: Too many broken cups during shipping, leading to high costs, unhappy customers, and a hit to their reputation

• Solution: A custom-designed "floating" cardboard package that absorbs impact by suspending the cup inside the box

• Outcome: Fewer breakages, lower costs, better customer experience, and a stronger collaboration between Imperial Cartons and VistaPrint

Prefer the details? Read the full story here.

In today’s competitive e-commerce landscape, packaging isn’t just about putting products in a box—it’s about protecting what matters, keeping customers happy, and ensuring brands maintain their reputation. When breakages happen, it’s more than just an inconvenience. Returns pile up, costs increase, and frustrated customers may never return.

At Imperial Cartons, we don’t do one-size-fits-all. With over 30 years of experience, we create custom cardboard packaging solutions that solve real-world problems. This case study explores how we worked with VistaPrint—a leader in personalised products—to develop an innovative packaging solution that stopped breakages in their tracks and delivered a better experience for their customers.

About the Client: VistaPrint

VistaPrint is known for helping small businesses stand out with custom-printed marketing and branding products—from business cards and signage to apparel and promotional items. Among their bestsellers are personalised mugs, which customers can customise with names, messages, or logos for gifts and business branding.

However, shipping fragile products comes with its challenges, and their existing packaging wasn’t providing enough protection.

The Challenge: Too Many Broken Mugs

VistaPrint’s packaging wasn’t keeping up with the demands of shipping fragile products. Coffee cups were frequently arriving damaged, which created several issues:

• Rising Costs – Every broken mug meant a replacement, increasing production and shipping expenses.

• Customer Dissatisfaction – A broken product on arrival leads to a poor experience and potential loss of trust.

• Increased Returns – Damaged items added strain to logistics and slowed down fulfilment.

• Reputational Risk – Consistently broken deliveries could affect customer retention and brand perception.

A better packaging solution was needed to eliminate these problems and ensure mugs arrived in perfect condition.

The Solution: A Smarter Way to Pack

Instead of offering an off-the-shelf fix, Imperial Cartons designed a packaging solution tailored to VistaPrint’s exact requirements.

The answer? A floating carton design. This structure suspends the mug inside the box, preventing direct contact with the walls. If the box is dropped or knocked in transit, the force is absorbed by the structure, not the cup inside.

To ensure the packaging would hold up in real-world conditions, we followed a rigorous process:

• Prototyping multiple designs to determine the most effective solution.

• Stress Testing with impact trials to ensure the packaging could handle shipping conditions.

• Refining the Design based on test results to balance durability, efficiency, and ease of packing.

• This approach ensured that VistaPrint’s mugs would arrive safely, every time.

The Result: A Game Changer for VistaPrint

After producing over 120,000 custom cartons, the impact was clear:

• Breakages Eliminated – VistaPrint no longer received complaints about broken mugs.

• Improved Customer Experience – A better unboxing experience led to stronger brand trust and satisfaction.

• Cost Savings – Reduced breakages meant fewer replacements and lower logistical costs.

• A Stronger Partnership – The success of this project reinforced the collaboration between Imperial Cartons and VistaPrint, demonstrating the value of tailored packaging solutions.

Got a packaging challenge? Get in touch today.

This case study demonstrates how thoughtfully designed packaging can solve real business challenges. At Imperial Cartons, we’ve spent over 30 years helping businesses protect their products, lower costs, and improve customer satisfaction.

This case study showcases the difference expertly designed packaging can make. Whether your business needs standard cartons or a fully customised solution, we’re here to help you get it right.

Contact Imperial Cartons today to discuss a tailored solution that works for your products.