AIAIAI Design & Branding TRACKS HEADPHONES SERIES by AIAIAI (Inhouse), Copenhagen

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Industry Computers & Computer Accessories
Media Design & Branding
Market Denmark
Agency AIAIAI (Inhouse), Copenhagen
Creative Director Peter Michael Willer
Art Director Peter Michael Willer
Released October 2009

Credits & Description

Category: Electronics, Computers & Audio-Visual
Advertiser: AIAIAI
Agency: AIAIAI
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: AIAIAI , Copenhagen, DENMARK
Creative Director / Art director: Peter Michael Willer (AIAIAI)
Graphic Designer: Kasper Nørlund (AIAIAI)
Designer: Lars Holme Larsen (Kibisi / Kilo Design)
Production: Christian Lorentzen (AIAIAI)
Head of Sales: Frederik Jørgensen (AIAIAI)
Head of Marketing: Jacob Moesgaard (AIAIAI)
Production: Thomas Haderup (AIAIAI)
Media placement: Headphones Packaging - Electronic retailers, Design shops and Fashions stores etc. - 25 October 2009

Describe the challenges and key objectives
We wanted to make a packaging range that is brash and youthful, but still rooted in a modernistic tradition of geometric forms and simplistic beauty. A lot of packaging is useless after its intended purpose. We sought to make a packaging that has a kind of alternative sustainability. Something people don't throw out. The band around the box can be removed as well as the logo sticker and the blister inside, so when the consumer has taken the product into use, they are left with a nicely patterned box to use for e.g storage or other purposes?

Describe the brief from the client
Being a small player on the market, AIAIAI felt it was necessary to have an eye-catching packaging for their Tracks headphones that would be able to stand out in the shops, as well as a work together in a series.

Describe how you arrived at the final design
Having the same base/box for the whole series - that could be used for all the different versions of the headphones, would be a cost-effective thing. So the things that differentiates it was the Logo (sticker) and band (name + photo) The box has a pattern made up of or inspired by Stop-Pause-Play-Forward-Rewind-Eject-Record button symbols. In other words it’s the symbols you can find on electronic gadgets, smartphones and MP3 players. Which we thought was relevant to a packaging for this specific product. But also we think its quite beautiful or just plain cool!

Give some indication of how successful the outcome was in the market
Being released in the last months of 2009, it was sold out before christmas. Production quickly restarted due too the great demand. And it has been AIAIAI's most popular product range ever since. Not only retailers but consumers have been thrilled with the products - the functionality and sound, but also the packaging has been praised. Specially it's possibilities after use, has garnered attention.