Founded by pastry chef Saidah Farrell, The Marshmallow of the Month Club is rooted in comfort, creativity, and connection. What began over 16 years ago as a passion for pastries evolved into handcrafted marshmallows and hot cocoa experiences.
The idea grew organically while tabling at events, where her marshmallow flavors quickly gained attention. After an early pivot and a closed storefront, a new opportunity emerged in 2019 when a customer requested marshmallow kits for a subscription box – leading to the launch of her Marshmallow of the Month Club.
The concept resonated deeply during COVID as customers sought comfort. Today, the business continues to grow through quarterly subscription relaunches. “We want it to feel like a friend is sending you this subscription box,” she explains – very much like a “care package.”
That philosophy is rooted in Saidah’s own experience. As a busy mom, she found comfort in small, indulgent breaks with marshmallows and hot cocoa – a feeling that now drives every product she creates.
Scaling the Business – and the Need for Better Packaging
Pastry chef Saidah Farrell pipes handmade marshmallows.
In the early days, every box was assembled by hand. Saidah and her children cut, stamped, and decorated each package themselves. While meaningful, the process quickly became unsustainable as demand grew.
As orders increased, packaging needed to evolve to save time and match product quality. That’s when she transitioned to custom-printed boxes with BoxUp.
“What you look like when you show up at the post office is kind of interesting,” Saidah explains. “I was starting to get people come to my Instagram who were just like, ‘I saw you at the post office.’”
Many small businesses overlook this important fact: packaging travels. From post offices to mail rooms and front porches, each box becomes a moving advertisement viewed by many people.
Instead of blending in, a custom box catches attention before it’s even opened.
Saidah takes this concept even further by changing her packaging with every release. Thanks to Boxup’s low minimum quantities and affordable pricing, she is able to place small orders and frequently update her packaging to remain fresh and evolve alongside her product. She even keeps one box from each release to see the progression of designs over time.
Inside the Unboxing Experience
Each Marshmallow of the Month Club box is thoughtfully curated to feel cohesive and intentional, with every element working together to create a full experience. Customers receive marshmallows, graham crackers, hot cocoa, mini skewers, and a hand-poured candle – designed to feel like a complete, ready-to-gift package.
Customer reactions reflect this care, with many describing the boxes as thoughtful and gift-ready. “It’s more Instagrammable,” Saidah notes. “Rather than that brown box that you just throw away.” Instead, the boxes are often kept, reused, or shared online – extending the brand’s reach beyond delivery.
While plain boxes may seem cheaper, custom packaging reinforces branding and eliminates the need for extra wrapping. “I want a box that I don’t even have to touch,” she says. “It’s perfect for gifting. I don’t have to wrap it.” That convenience is especially valuable for gift buyers, making packaging part of the product itself.
Designing Custom Boxes With Intention
When designing packaging for The Marshmallow of the Month Club, Saidah focuses heavily on the customer experience and how each delivery feels when it arrives at someone’s door.
“Make it about the customer experience,” she advises. “What emotion do you want to evoke when they open that box?”
For Saidah, that emotion is comfort. The idea for the business grew out of her own desire for small moments of peace during busy seasons of life, and she wants each box to provide that same feeling for her customers. Whether it’s a seasonal cocoa kit, handcrafted marshmallows, or a themed monthly experience, the goal is to create a moment that encourages people to slow down, unwind, and enjoy a little sweetness in their day. “It’s not really about exploring the marshmallow flavor,” Saidah explains. “It’s about that moment that you just need to yourself.”
Using tools like Canva alongside BoxUp’s downloadable templates and 3D previews, she’s able to create packaging that feels cohesive with her brand while still being practical for shipping delicate treats safely. From seasonal themes to branded details inside the box, each design helps turn the monthly delivery into something customers look forward to opening.
For subscription-based businesses especially, packaging becomes part of the overall experience – helping create excitement, strengthen brand recognition, and make each order feel more personal. In The Marshmallow of the Month Club’s case, it helps transform a box of treats into a thoughtful moment of comfort delivered right to someone’s doorstep.
Elevate Your Packaging with BoxUp
The Marshmallow of the Month Club is a great example of how custom packaging can help turn a product into a memorable customer experience. From protecting delicate products to creating exciting seasonal unboxings, thoughtful packaging helps brands stand out and build stronger connections with their audience.
If you’re ready to create custom packaging for your own business, BoxUp makes it easy to design boxes that reflect your brand, support your growth, and leave a lasting impression with every shipment.