Case study

Rapture Biodegradable Dust Sheets

A plastic dust sheet is about the hardest product there is to photograph: clear, crumpled and the same as every other one. We gave Rapture a box worth showing, a shoot that makes the sheet visible, and a listing that sells the jobs it does rather than the plastic.

Client: Rapture
Channel: Amazon
Year: 2024
Deliverables: Packaging, shoot, listing images, A+ content, video
Launch: Sold out within its first week

Packaging design
Product photography
Listing images
A+ content
Product video
Listing copy

Rapture's dust sheets are biodegradable and recyclable, which is a real difference in a category of identical plastic. The problem was that nothing about a folded clear sheet shows it. The brief: a box, a shoot and a listing that make an invisible product and an invisible difference both visible.

What an Amazon listing actually has to do

An Amazon product page is a fixed frame. The brand does not choose the layout; it chooses what goes into seven or eight image slots, one main image on pure white, the bullet points, the A+ content (Amazon's name for Enhanced Brand Content) that runs further down the page, and a short video. Every one of those slots has rules: the main image must be the product alone on white, text overlays are banned from it, images must be at least 1000px on the long side for zoom to work, and A+ modules come in fixed sizes.

Inside those rules the job is to answer, in the order a shopper scrolls, the four questions that decide a purchase: what is it, is it the right size, what is it made of, and what will I use it for. A listing that answers them with pictures converts; one that makes the shopper read the bullets to find out usually does not.

The box

Every competitor in the hardware aisle is orange, yellow or blue. Rapture's box is cream and brown with gold type, closer to a household brand than a builder's merchant, which is the point: the biodegradable claim reads as believable on that box.

Making clear plastic photograph

Product frames on black, lifestyle frames in real rooms. On black the folded edges catch the light so the stack reads as six sheets; in the rooms the sheet becomes the thing between the paint and the sofa, which is what the buyer is actually paying for.

The listing

Size and count first, the biodegradable claim second, then a run of jobs that widens the market: painting, renovation, moving, storage, cars, travel. The A+ content carries one five-icon feature strip in the packaging's gold and brown so the page reads as one brand from the first image to the footer.

Launch

Supported by PPC, the listing became a top-rated item and sold out within its first week.

Film & Photo

Rapture, product and lifestyle photography

Making a clear plastic sheet visible: folded stacks on black for the product, real rooms for the jobs it does.

Clear plastic disappears on white, so the product frames go dark: folded sheets fanned on black, where the edges catch the light and the stack reads as a quantity. The lifestyle frames do the opposite job, putting the sheet over a sofa, an office chair and a room mid-renovation, because nobody buys a dust sheet for what it is, only for what it protects.

Front of the Rapture Biodegradable Dust Sheets box, pack of 6 — The box front. Cream and brown rather than the hardware-aisle orange of every competitor, to signal the biodegradable difference before the words do.

Angled view of the cream and brown Rapture dust sheets box

Rapture dust sheets box beside a stack of folded sheets — Box and contents together: what arrives, in one frame.

Six folded white dust sheets fanned out on black — Six sheets fanned on black. A clear sheet vanishes on white; on black its edges are the picture.

Fanned stack of folded dust sheets on black background

Two folded dust sheets overlapping on black

Hands unfolding a clear plastic dust sheet — Hands unfolding a sheet, for the size question: it is bigger than it looks in the box.

Office chair and sofa covered with a clear dust sheet — The job, not the plastic: furniture covered and protected.

Sofa draped in a clear plastic dust sheet

Furniture covered with a dust sheet in a room

Rapture box and folded sheet stack on black

The listing video: unbox, unfold, cover. Three steps, no sound needed.

Visual Communication

Rapture, listing images and A+ content

A listing that sells the jobs, painting, renovating, moving, storing, and puts the size and the biodegradable claim where shoppers look.

The image stack leads with the two facts that decide the purchase, the size (2.7m x 3.6m) and the pack of six, then the biodegradable and recyclable claim that is Rapture's whole difference. After that every tile is a job: painting, building, cars, renovations, protecting a sofa from dust.

The A+ banners carry a gold-on-brown icon system for the five features (recyclable, bulk pack, waterproof, extra strength, biodegradable) so the same promise reads the same way in every module, and the footer closes on the crop-field image that ties the plastic back to the ground it will return to.

Rapture box over fanned dust sheets on white — Main image, product only on white, as Amazon requires.

Listing image: Dust Sheets, Biodegradable, Recyclable — The difference, stated in the second slot: biodegradable and recyclable.

Listing image: protection from dust, paint and moisture

Listing image: pack of 6, 2.7m x 3.6m — Size and count, the two numbers every dust sheet buyer checks.

Icon infographic: recyclable, bulk pack, waterproof, extra strength — The five-feature icon set that runs through the whole page.

One sheet, many applications: painting, building, cars, renovations — One sheet, many jobs: the image that widens the market beyond painters.

Room being painted with floor and furniture covered, For Renovation

Covered sofa with Protect From Dust and Dirt headline

Renovation room with Best Protection headline — A+ banner: the renovation, where most sheets are bought.

EBC banner: perfect for travel, cleaning, renovations, storage, furniture

EBC banner with the box and protection claims on brown

EBC banner: plastic dust sheet, 2.7m x 3.6m

EBC banner: one sheet, many applications

EBC banner with five feature icons in gold on brown — The gold-on-brown feature strip, the packaging colours carried into the page.

Footer banner: Rapture, biodegradable and recyclable over a crop field — The footer closes on the field: where a biodegradable sheet ends up.

Alternate footer banner with gold biodegradable and recyclable labels

Two people spreading a dust sheet over furniture

Close-up of a pink chair under a clear sheet

Monitor and desk items under a clear dust sheet — Uses beyond decorating: an office packed up for a move.

Kitchen appliances wrapped in plastic sheeting

One team, from identity to intelligence.

Brand, software, AI, and growth from a single team, not separate vendors. That is why the positioning, the copy, the site and the data model on this project agree with each other.

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