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Certain things in the brand world are not supposed to be touched, altered or messed with in any way. One of the holy grails is packaging. There are exceptions, but could you imagine picking up something from Target and not seeing that bold bullseye on the bag? And it would seem peculiar getting that (very) special thing from Tiffany’s without the iconic blue box.
In the case of UPS, its delivery boxes and envelopes are unmistakable calling cards for the venerable and respected brand.
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