While this only applies to physical products, it still serves as an excellent example. Based in Vancouver, Canada, Indochino creates custom suits for men based on measurements taken from any tailor, and ship you the custom suit. Their original packaging was very plain, but recently they upped the ante with a brand new box design.

The newly design box re-affirms the commitment to the customer and product delivered in the value proposition of the startup (custom suits fast & easy). If the customer isn't satisfied, the box provides you with a quick and easy place (or email) to visit to get it fixed.

Not shown are the logos of where they've been featured (Esquire, GQ, Fast Company, TechCrunch) to give you a sense of their authenticity. At this point they aren't trying to sell you (you've already bought the product) but earn your heart as a valued customer and make you feel really cool with the new suit.