Adsarchive » Design & Branding » LITL LLC » LITL WEB-BOOK PACKAGING


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Industry Electronic Devices & Home Appliances, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency LITL
Released November 2009

Credits & Description

Category: Electronics, Computers & Audio-Visual
Advertiser: LITL LLC
Product/Service: WEB-BOOK COMPUTER
Agency: LITL
Date of First Appearance: Nov 4 2009 12:00AM
Entrant Company: LITL, Boston, USA
Entry URL:
Senior Designer: Aaron Tang (Litl LLC)
Media placement: Web-Book Packaging - Litl Web Store, Amazon - 11/4/2009

Describe the challenges and key objectives
Packaging for computers tends to be nondescript and functional, if not outright unattractive, consuming excessive amounts of plastic and other material by placing boxes within boxes and thus requiring additional transportation volume which impacts carbon footprint. The user experience begins with the packaging, which should reinforce and communicate litl's brand message from the moment the customer sees the litl packaging right through the unboxing process. In particular, human-friendly values have priority and the packaging should convey quality, contrasting sharply with the "techy" look of typical computer packaging.

Describe the brief from the client
Only rarely does computer packaging contribute to communicating the ethos of the product inside. Litl insisted that its packaging should be as much a signature of its brand as its unique webbook itself. The litl ethos is about simplicity, ease of use, task focus, elegance, human-friendly values as opposed to "computery" values, quality and minimalist, contemporary functionality. The packaging needed to embody and connote these litl values as well as make environmental and economic sense.

Describe how you arrived at the final design
Litl designed packaging that is its own shipping box. Eliminating the need for an additional protective box reduces the carbon footprint by minimizing space needed for transportation. Warm textures and tones were selected that contradict the usual "techy", disposable look and feel of computer packaging, underlining litl's human orientation. The entire package is made from recyclable paper with no plastics or foams used. The interior also has small removable boxes a user can remove and re-use as desk containers. The remote control is enclosed in a simple paper pouch ready to be torn open, evoking the pleasing familiarity of a candy bar wrapper. Also, instead of inserting an unused instructional book that most people tend not to read, litl collaborated with one of the world's most prominent illustrators to create fun cards for enclosure, visually introducing the world to the way litl works, both in hardware, software, and philosophy.

Give some indication of how successful the outcome was in the market
The webbook's packaging has been widely praised and well-received by both customers and reviewers who have commented on the unusual quality and character of litl's packaging.