Packaging Design: Executive Launch Kit
LG Arena Smartphone
Packaging design like most media begins with the end-user in mind. By combining direct marketing principles to packaging design—a launch kit starts to take form. It’s important that each executive launch kit developed is designed to clearly 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 for use.
Conceptually the packaging design selected 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 which 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 in 2010 a Stevies Award for Best Design.
The LG Arena phone was a new model added by LG. This phone was targeted to younger, media-savvy audience wanting a phone that provides unlimited media access in a smartphone. This launch kit was developed to introduce in 2010 the new LG Arena smartphone to AT&T district managers prior to the phone’s availability for market release. This selected design was produced and 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.