The pack design amplifies, thanks to a window, the different products, using colourful aesthetics;
The simplicity puts all the focus on the products and remains coherent, thanks to the powerful colour-coding.
TYLT Packaging is a system of visual, visceral and lustful packaging for the TYLT brand of mobile charging accessories. In a market where accessories are consumables TYLT Packaging stands apart, boldly displaying the unparalleled product within while subtly demonstrating the unique features of each. A bright visual frame surrounds and strengthens the clear package structure while providing a second level of contrast. This system of packaging is modular and can grow or shrink to fit any new device TYLT may release, while upholding TYLT’s distinctive identity into future product generations.2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?
The mobile accessory giant Technocel approached us to reinvent their design-centric brand of accessories, TYLT. As part of a larger product and brand redesign, we were tasked with reimagining the packaging for the young urban company. The current system was broken, fragmented across multiple product types and possessing no true visual differentiator for TYLT or prominence to encourage brick-and-mortar retailors to stock. With multiple products ready to ship and additional exciting ones down the line – our challenge was to create an effective and modular packaging system to protect and display the product while creating a cohesive story that celebrates TYLT’s bold and colorful personality. They would need a system that will unify their product collection and stand out in the saturated retail environment. Finally, as a young brand new on the scene, establishing continuity through the existing and forthcoming product lines while telling a cohesive story was essential to a successful debut.3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?
Bold, Bright and Unique. This was our take on what TYLT Packaging should be, and in a broader sense how the company should position their products. Current packaging, product and identity were fragmented and far from projecting the vibrant, urban brand Technocel wanted. In a commodity market, for TYLT to succeed they would need to standout from the swath of products crowding the shelf. To do that our overarching goal was to present a cohesive and compelling package to help TYLT gain shelf space and steal market share.4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable)
Creating a vivid experience was paramount to us as we initiated our design process to define the new packaging system. Our Experience Design, Strategic Design and Industrial Design teams went to work to examine the current marketplace and define the correct package. Visiting stores, purchasing competing products and researching online we put together a competitive marketplace analysis. From this broad base we narrowed down several key components that TYLT’s packaging would have to include. The package would have to show off the unique products within while subtly demonstrating the unique features that set the accessories part. To ensure a cohesive brand and package message we made sure the package would be a modular solution that could grow and shrink for products not even produced yet. Finally, the new package would need to be sturdy for shipping and shelf while catching the consumer’s eye with a quick scan and engage the consumer when picked up and held. Simultaneously we went to work sketching possibilities, cutting paper and forming foam to define TYLT’s new packaging structure and graphics. Quickly several concepts we’re developed that went through initial review process internally and with TYLT. Over the course of many more work sessions and meetings we created a complete overhaul to TYLT’s Packaging. Engaging further we made sure that the new package would be affordable to make, strong and fully recyclable.5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)
TYLT packaging is bold and visual, showing off the unique design-centric accessories within. Built on the concept of a modular frame, products are nestled in a tray that positions the devices for highest possible visual impact. A flexible clear box with clean graphics accentuates the colorful product on display. A removable frame surrounds this inner structure, matching or contracting the product. This frame is embedded with a duplicating block of TYLT logos that one only truly interacts with once they hold the package in their hand. The result is a color block that commands attention like nothing else on the shelf and attracts the eye to the product inside. With such striking bold color we opted to keep the rest simple. Following brand look and feel established earlier in the process, we anchored the important information on front top and bottom of the package with additional information discreetly included on the back of the package. Venturing into a crowded retail environment with a new product line, the TYLT brand packaging shines with colorful geometrically distinct forms. The packages themselves are able to hang from pegs or stand on a shelf, while the rigid frame protects the flexible lightweight plastic box and stacks easily with no extra bulk. A striking departure from the swath of mobile accessories on the shelf, the bold packaging stands on its own and sets the young urban brand apart.