Packaging
Packaging design, like most media, begins with the end-user in mind. A launch kit takes form by combining direct marketing principles with packaging design. Each executive launch kit developed must be designed to represent the likely end-user and their needs. Inside, kits provide a quick overview of the phone’s primary features along with a letter to the executive about the primary audience for this phone. This helps with the sell-through of units for distribution within regional stores. It also helps internal staff better understand their product lines and likely audience.
The packaging design selected conceptually fits the lifestyles and trends of this audience. Dimensional kits like this one include a custom shipping box, a designed shipping label, a package design that includes key phone benefits, a live phone unit, a letter, and a hidden compartment for securing a User Guide, plus charging accessories. This kit won a Stevies Award for Best Design in 2010.
The LG Arena phone was a new model that LG added. This phone was targeted at a younger, media-savvy audience wanting a phone that provides unlimited media access in a smartphone. This launch kit was developed to introduce 2010 the new LG Arena smartphone to AT&T district managers before the phone’s availability for market release. This selected design included unique elements, such as an exploding stage reveal as the folds were reversed, acting as a spring to release the front and sidewalls. The rear banners acted as a grounding point to stabilize the package design. In addition, a sound chip was light-activated upon opening, allowing the cheering crowd to cheer on the LG Arena like a rock star.
MY ROLE: Package Design, Concept Development & Design, Copy Headlines, Digital Renderings
