PRODUCT:
KEYSMART PRO PACKAGING
SUMMARY:
I led the redesign effort to develop the branding and art direction for the new KeySmart Pro packaging.
RESPONSIBILITIES:
YEAR:
Packaging Design
Art Direction
2018 - 2019
BACKGROUND
After the KeySmart Pro launched in late 2017, it has been a great success. More color variants were green-lighted from the management team and are to be released in 2019.
We took feedback from our customers and retailer partners on the original packaging, and make it further to develop a brand new packaging design focus on the open box experience and overall eco-friendlier packaging solution.
PROBLEMS
DESIGN OPPORTUNITY
Because KeySmart Pro was our first consumer electronic product, there have been many learning curves during the first packaging development. We took all the learning and mistakes and applied them to develop much better packaging. Here are the main goals we aimed to achieve for the new packaging design:
Create Branding
Lower the Total Cost
We need to align and apply the branding to the KeySmart Pro packaging
We need to lower the total cost of the packaging to create a bigger profit margin
Need to Simplify
We need to simplify the overall packaging to improve user unboxing experience.
FRONT PANEL
On the front panel, we focused on presenting KeySmart Pro in the most dynamic way to attract customers in the store. At the same time, we also arranged the artwork to clearly show the main value proposition of the KeySmart Pro and its essential functions. Lastly, the spot UV and emboss method was used to help highlight the premium features of the KeySmart Pro. The red foil on the KeySmart logo also helped enhance the overall quality of the packaging.
BRAND PANEL
The side panels design creates the KeySmart branding with the product. We used the map of Chicago as a background image to not only hint that KeySmart Pro is a key organizer you can track on a map, but also a nod to our brand as a Chicago company. Each panel is also color-treated to match the color of the KeySmart Pro inside.
BACK PANEL
The back panel is designed to visually introduce the quality and other benefits of the KeySmart Pro. Start with the lifestyle image of each color with a short description of the product, then present the primary functionalities, consistently among all the color variants. The hangtag is a space-saving method for shipping that also provides flexibility for retail displaying.
CONSTRUCTION
For the new packaging construction, we focused on making it fun and straightforward as possible. The goal was to have a better overall open-box experience. First, we combined the assembly booklet, app instruction card, and product feature explanations all into an easy-to-follow booklet.
We also changed from the plastic thermal tray to a higher quality, recyclable paper-pulp tray. By simplifying the total package, we were able to reduce the overall cost, while making the whole packaging much more customer and environment friendly.
INSTRUCTION BOOKLET
For our instruction booklet design, the task was to combine KeySmart, the assembly booklet, app instruction card, and product feature explanations into one uniformed, easy-to-follow booklet. What we achieved was a compact and visually pleasing booklet that is easy to read and a detailed guide for both KeySmart and Tile set-up process.
Use the arrow above to flip through the contents of the instructional booklet.
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