Companies like Callaly and Estrid have done really well with product brand recognition.
Both companies have a strong brand presence in their packaging alone, it’s an experience. Notice how both brands use really soft and gentle colour palettes; they both use the colour pink, which in a lot of research is reflective of tenderness, beauty, emotion, all of which create a reassuring and positive tone of voice from the brand.
Receiving subscription boxes automatically makes you feel connected to a brand anyway, but self-care subscription boxes, with a gentle yet positive tone of voice throughout their brand feels extremely special.
Both of these brands foster a sense of community through their subscriptions, and their packaging holds so much personality that they make it easy for their customers to connect with them.