UPS Rejuvenates Their Classic Packaging For Black History Month

By Madelyn Domek

COVID-19 has greatly affected every part of our lives. With that, our needs have changed. Due to limited access to in-person shopping, online shopping has skyrocketed. With more people ordering online than ever, customers notice the packaging of the products they order, UPS strategically utilized their packaging to show their support of black artists and small business owners for Black History Month. The sacred ad space seldom changed received a beautiful update. Black artist and small business owner Sophia Yeshi creates a beautiful image of optimism and unity. Having people hold hands while climbing up a staircase she imbued hope to the viewers. This image not only reassuring to the viewer but also important to showcase UPS’s brand values that they understand their audience and want to actually act their values instead of just performing activism like other companies. UPS shows that although they are a brand that has been around for almost 114 years, their values are current and as a brand, as they are constantly evolving.