Packaging design like most medias 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.