Packaging
Like most media, retail packaging design 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.
Conceptually, the look of retail packaging in this design fits the desired end-user of the LG Encore smartphone. 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 was a Stevies Award finalist in 2011.
The LG Encore phone was a new smartphone model that LG added. This phone was intended to target middle-aged women of style and sophistication who wanted a phone that looked sophisticated but was easy to use with limited bells and whistles under the hood. This launch kit was developed to introduce in 2011 the new LG Encore smartphone to AT&T district managers before the phone’s availability for market release. The selected concept was intended to emulate the robin egg blue proprietary to Tiffany with tissue paper flowing from the top area of the box. The inner casing holding the phone was lined with grey silk, and a mirror-like internal top letter panel was included to check out the new smartphone digs.
Role: Package Design, Concept Development & Design, Copy Headlines, Digital Renderings
