For product planners at Speedmaster, the work isn’t over once the final design for the latest performance part gets the stamp of approval.

The packaging of the new product receives that same amount of detailed focus as every other aspect of the business. Each step of the design process is done for a reason, and Speedmaster aims its packaging to reflect the quality of the product inside, as well as protecting the product from the rigors of international shipping. 

The design team is never short of challenges. Speedmaster offers everything from electronics to severe duty engine blocks and ships them around the world. That requires thoroughly testing the packaging, in ways such as simulating the box getting clobbered by a forklift or getting kicked by a distracted warehouse worker. The design team uses CAD and 3D modeling to make sure the box delivers maximum function, and measures such esoteric details as to how long it takes to open the box, all while making sure the packaging leaves a positive visual and tactile impression with the customer.

For Speedmaster, the goal is always to keep the corporate eye firmly fixed on “Our People, Our Products, Our Approach,” said Jason Kencevski, Speedmaster CEO. The aesthetics and functionality of the packaging fall under the “Our Approach” umbrella, and that approach is one factor that has led to 13 SEMA awards in nine years, and four straight years as a Top 100 global online retailer. In an industry where packaging is often viewed as an area to cut costs, Speedmaster drives in the opposite direction, making it a positive part of the customer experience.

High-quality packaging is part of the attention to detail that sets Speedmaster apart and builds brand identity. “It means everything to us, as we have customers worldwide that expect nothing less from us,” Kencevski said. After all, if the company puts that much effort into the box the part came in, which says plenty about the quality of the part itself and the entire chain of events that deliver that product to the customer.