We needed to explain a brand new product while making it pop off the shelves in the Best Buy storage aisle.
We did so by showing exactly what Lyve does on the front panel and doing it in a fun and engaging way through use of color and illustration. In doing so, it stood out from the rest of the packages in the aisle and encouraged engagement at the same time. The days of sticking out by being minimal and imitating Apple are over. You need to differentiate to make a mark in a very crowded and busy big box retail space and that was our goal.
The package design was a huge part of the sell-in to Best Buy and everyone was siked about the approach. The packaging was another huge piece of the new brand that was created and informed the rest of the pieces that followed it.