For some reason, bicycles in big cardboard boxes have a tendency to get dropped, bashed or crushed by delivery companies, which has spurred Dutch manufacturer Vanmoof into action to find a solution.
What did they do? Instead of putting a picture of a bike on the box they printed a picture of a large flatscreen TV instead and saw instances of delivery damage drastically reduce.
“No matter who was doing the shipping, too many of our bikes arrived looking like they’d been through a metal-munching combine harvester. It was getting expensive for us, and bloody annoying for our customers,” creative director Bex Rad wrote on the company’s blog.