Plantronics Design & Branding PLANTRONICS GLOBAL PACKAGING REDESIGN by Turner Duckworth: London & San Francisco

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PLANTRONICS GLOBAL PACKAGING REDESIGN

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth: London & San Francisco
Released October 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: PLANTRONICS
Product/Service: ELECTRONIC HEAD SETS
Agency: TURNER DUCKWORTH
Date of First Appearance: Oct 1 2010
Entrant Company: TURNER DUCKWORTH, London, UNITED KINGDOM
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Brian Steele (Turner Duckworth: London & San Francisco)
Production: Craig Snelgrove (Turner Duckworth: London & San Francisco)
Media placement: Head Set Packaging - Retail stores - 1st October 2010
Describe the brief from the client
Plantronics challenged us to create a packaging design system that would help drive reconsideration and form part of larger brand revitalization: Connecting with new consumers through a more contemporary and differentiated positioning while still delivering on the superior product quality of this American heritage brand.
Describe the challenges and key objectives
Plantronics has long been a pioneer in communication technology. However, over recent years the brand has suffered in the Bluetooth category as competitors have come to visually dominate the market with more consistent and high-impact packaging design. In addition to the branding element of this challenge our structural concept had to provide solutions for product visibility, security issues and international component requirements.
Describe how you arrived at the final design
With a new positioning based on the idea of simple, smarter communication we developed the SoundWorld icon – a melding of perfect sound quality, represented by the soundwave you see first, and the detail of your world around you, whether that be a park scene, a daily suburban journey, a cosmopolitan cityscape or a music venue. Each SoundWorld relates to the target consumer for each line of products, with details of finish and colour further communicating the differentiation across product tiers. The proprietary structure for the range reflects the simplified, modern approach evident in the graphic treatment and also addresses key packaging requirements in this category such as 360° product visibility, increased security and multiple component considerations for a global packaging system.
Give some indication of how successful the outcome was in the market
Not applicable