Fitbit’s all-paper packaging design for trackers introduces consumers to Fitbit products with an easy unboxing experience that reduces the company’s carbon footprint. The contoured pulp tray protects the device during shipment and displays it as the sole focus upon opening, with a pullable tab that reveals the charger and band. This packaging works for multiple generations of products in various retail environments. The redesigned internal packaging uses lighter materials, lowing the weight of the packaging by 25%, enabling Fitbit to ship about 35% more product with the same carbon footprint.