08/06/2021
If you had to pick a symbol to represent life during the pandemic, the mask is the most obvious choice. A close second, however, might be Amazon's iconic brown box.
Amazon became the place where you went for everything from shoes, to hand sanitizer, to toilet paper, to a Chromebook for your kids to use for virtual school--all of which arrived in one of those brown boxes.The icon is brown, with the Amazon smile, and a small blue square of tape at the top.
It helps that the brown color stands out in comparison to the white background of its current app, which features the company's name and a shopping cart.
the thing about shopping on Amazon is to get the box. That's the physical experience. Opening your front door, bringing a brown box with blue tape, and opening it up. The box is the experience because it represents the thing you want to have.